Heidi Cohen

New Normal Customer Behavior: What You Need To Know

Posted on September 17, 2020 by Heidi Cohen in Customer | Leave a comment

Have you adapted to New Normal Customer Behavior?

Not sure what I mean?

Due to the health risks of COVID, people changed their lives quickly and significantly. In turn, their activities and behaviors also adapted to the new reality. Continue reading →

Tags: Audience, Global Web Index, McKinsey, New Normal Customer Behavior

Marketing Audience Definition: What You Need To Know

Posted on September 11, 2020 by Heidi Cohen in Customer | Leave a comment

Do you know who your true marketing audience is?

Stop and consider:
Why am I asking what appears to be a relatively basic marketing question?

Because:
Most marketers get it wrong! Continue reading →

Tags: Amy Landino, Audience, BIO Approach, Clayton Christensen, Employee, Jeff Rohrs, Peter Drucker, target audience, Theodore Levitt, Tom Webster, Total Marketing Audience

Influencers: How They Improve Your Marketing Results

Posted on July 23, 2020 by Heidi Cohen in Influencer Marketing | 1 Comment

Are influencers part of your marketing mix?

Influencers are marketing gold.

And their input matters.

A LOT.

Why?
They sway your buyer’s purchase choice.

Continue reading →

Tags: 100 Fans, Fans, Influencer, Influencer Marketing, Influencer Relations, Jonah Berger, Kevin Kelly, Malcolm Gladwell

Storytelling and Content Marketing: What Lin Manuel Miranda’s Hamilton Can Teach You That Will Keep Your Marketing Going And Increase Sales

Posted on July 12, 2020 by Heidi Cohen in Content Marketing | Leave a comment

Did you realize that Hamilton can teach you about storytelling and content marketing?

Yes, Lin-Manuel Miranda’s blockbuster play is chock full of marketing lessons!

Miranda wrote the script, music and lyrics. Also, he played Hamilton in the Vassar Workshop, off-Broadway and initial Broadway run. Continue reading →

Tags: Dan and Chip Heath, Gini Dietrich, Hamilton, Hero's Journey, IKEA, Journalists, Lin-Manuel Miranda, PESO model, Science of Storytelling, Story, Storytelling, The Muppets, Trevor Noah, YouTube

Proven Marketing Tactics From Dad To Make You Improve Results from Ordinary to Extraordinary

Posted on June 21, 2020 by Heidi Cohen in Marketing |

What proven marketing tactics from dad did you learn?

Before you answer:
I realize that your relationship with your father may have been less than perfect.

Believe me, I get it!

At points in my life I had rocky relationships with my dad.

But I know how lucky I am:
Because my dad and I lived long enough to work out our differences. Continue reading →

Tags: Ann Handley, Brian Massey, Carlos Hidalgo, Cathy McPHilips, Christine B. Whittemore, David Berkowitz, David Meerman Scott, Douglas Kerr, Drew Neisser, Father's Day, Fiona Lucas, Jason Query, Jeanne Jennings, Jen Lehner, Jess Tyson, Neal Schaffer, Neil Feinstein, Robert Katai, Robert Lersch, SUsan Moeller, tactic

Sonic Branding Definition: What You Need To Hear To Amplify Your Reach

Posted on June 14, 2020 by Heidi Cohen in Branding, Voice |

What is your sonic branding definition?

Does your brand strategy include the sonic characteristics of its audio DNA?

Do your brand’s unique sounds stand out from the non-stop noise and sounds people regularly hear?

Even if you answered yes to these questions, you still need to examine your sonic brand. Continue reading →

Tags: Audio Brand, Audio Statistics, NPR, Pandora, Sonic Branding, Sonic DNA, Sonic Logo, Sound, Voice

Small Business Pivot: What You Need To Do To Survive Now

Posted on May 24, 2020 by Heidi Cohen in Small Business |

To succeed during challenging economic times:
Make a small businesses pivot to meet changing customer needs.

If you own a small business:
You need to keep the lights on and the money coming in.

When most of your local customers are either sheltering-in-place or working at essential jobs, they’re not thinking about shopping. Continue reading →