Finding The Value In All Customers, Regardless of Size

Sylvia Anderson, B2C/B2B Writer

When I was visiting my sister and her family over the Thanksgiving holiday, we got into a conversation about customer service based on an instance where my two nephews were attempting to order at Panda Express. The key word here is “attempting.”

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Topics: marketing strategy

Collaboration And Authenticity: A B2B Yin And Yang

Sylvia Anderson, B2C/B2B Writer

Last week I wrote about the little “aha” moments I’ve been experiencing lately, sparked by a few eye-opening webinars I’d attended. I love that these continuing education opportunities are so accessible and so affordable (aka, free).

And, they’ve been extremely inspirational—not just for contributions to the White Space blog, but in my everyday work and working relationships.

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Topics: marketing strategy

There’s No Crying In Baseball… Unless Marketing Says So

Sylvia Anderson, B2C/B2B Writer

Sunday, September 30 marked the last day of the 2018 Major League Baseball (MLB) regular season. I grew up a Minnesota Twins fan and have many fond memories associated with the team; most notably seeing the team go from “worst to first” when they won the 1991 World Series.

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Topics: marketing strategy

Why Companies Fail To Convey Brand Value

Shina Neo, Editorial Manager

I hate to admit this, but I’m a sucker for seasonal decor. To give you an idea just how much I enjoy seasonal transitions, I started planning for fall decorating at the beginning of September—as soon as summer’s shadow had barely passed. I bought a few more pumpkins, a couple throw pillows, and (surprise!) yet another faux fur throw to add to my collection.

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Topics: marketing strategy

What Ford Reminded Me About Being A Marketer

Sylvia Anderson, B2C/B2B Writer

I have a secret.

Well, it’s not really a secret, at least not after sharing this blog with you. Let’s start with some backstory…

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Topics: marketing strategy

What Makes Your Brand YOU?

Sylvia Anderson, B2C/B2B Writer

“A brand is more than just a tagline.”

Any savvy marketer would say, “Well, duh.” It’s a mistake to think your brand “is” an attribute, like a logo, product/service, or a name—even though certain brands garner great recognition and respect based on name alone (e.g. Apple). Unfortunately, it still happens and is one of the missteps Darren Gurr discusses in his article, “The 5 Enemies to Building a Relevant Brand.”

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Topics: marketing strategy

Selling A Burger To A Vegetarian

Bari Cener, Director of Client Services

bacon cheese burger, with all the fixings, on a white backgroundAs marketers, we talk about audience as the foundation of all marketing campaigns. Who we’re talking to, why we’re talking to them, when we’re talking to them—it all goes into the mix, not just for building an audience, but for defining and refining a target audience.

Recently, I had an epic fail.

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Topics: marketing strategy

Fast, Good, And Cheap: Pick Any Two

Bari Cener, Director of Client Services

No, that’s not the headline of my Tinder profile.

Fast, good, and cheap is my wish list of every deliverable I’ve ever asked for, and will continue to ask for. Get it to me fast. Get it to me good. And don’t make me pay a lot for it.

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Topics: marketing strategy

How To Get SMEs To Write For Your Biz Blog—On A Budget (Or Lack Of One)

Shina Neo, Editorial Manager

Blogging is a key part of a company’s content marketing strategy, at least it should be. From the effectiveness of compounding content to sales enablement perks, a business blog wields powerful influence for success.

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Topics: marketing strategy

The Psychology Of Testimonials

Ilene Rosenthal, Owner & CEO

When was the last time someone said something nice about you or your business? It felt good, right? Now, think about how influential those complimentary comments could be if they were part of developing your business persona through the eyes of your biggest supporters.

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Topics: marketing strategy

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