The death of the Ringling Brothers brand

A few days ago the Ringling Brothers and Barnum & Bailey Circus announced that it is closing down. The combined circuses have been operating in one form or another for 146 years.

There was a time when they and other circuses were a big deal, showing their audiences animals and acts from exotic places that they could only dream about. They had a great PR stunt of parading into the town where they were to next perform. Continue reading

How REI won Black Friday with its unconventional #OptOutside marketing campaign

Black Friday, the day after Thanksgiving, is known for sales, lines and crazy shoppers. Except at REI.

Last year recreational equipment retailer REI announced that they were closing all of their stores on Black Friday, giving employees a paid day off, and encouraging them and everyone to take the day to get outside and do something fun. They promoted it with the hashtag #OptOutside Continue reading

How to audit your content

A critical early step in developing a content strategy and calendar is auditing your existing content. Typically organizations have way more content than they realize in the form of web pages, social media posts, white papers, blog posts, webinars, videos, and so forth. And much that they’re aware of may not be being used to its fullest; it’s estimated that 70-80% of content developed by marketing for sales is unused. Continue reading