Author: Patricia Da Silva

How A Digital Campaign Can Boost Your Brick-and-Mortar Business

If your sales are mainly driven through foot traffic, in a store or vendor stand at horse shows, you may not see the value in investing in a digital marketing campaign. And yet, it can be a very effective tool. To stay relevant with millennials, Mercedes Benz has started working with influencers who create compelling content across social media platforms. [vc_separator type=”transparent” up=”26″ up_style=”px” down=”0″ down_style=”px”] Starbucks’ digital marketing strategy has been very effective, helping to increase US same-store sales by 7% in the first quarter of 2016. [vc_separator type=”transparent” up=”26″ up_style=”px” down=”0″ down_style=”px”] Those are just two examples...

Read More

Stop Making Excuses and Start Succeeding

If only I had a better horse. We can’t compete with our competitor’s lower prices. If only I had a bigger budget. We can’t compete because…x, y, z. In a perfect world, we would have an unlimited budget, unlimited talent, unlimited resources and unlimited time. But guess what? We don’t live in a perfect world. So… you can either feel sorry for yourself or find a way to succeed with what you have. [vc_separator type=”transparent” up=”26″ up_style=”px” down=”0″ down_style=”px”] Don’t have a better horse? Learn to ride better. [vc_separator type=”transparent” up=”26″ up_style=”px” down=”0″ down_style=”px”] Can’t compete with a competitor’s...

Read More

We’ve Always Done It This Way.

I used to own a Kodak camera with film. I used to buy 45-rpm music records and play them on a turntable. I used to own a VCR. I used to own a Game Boy. I used to own an alarm clock, the type you wind up. I used to have road maps in my car. I used to own a walkman. I used to make mixed tapes, on cassettes. I used to have little flashlights around the house. I used to have a thermometer outside my window. I used to have a Texas Instrument solar-powered calculator. I used...

Read More

We Have to Change The Soap! Equestrian Sports Viewed by a Marketer

Let’s pretend a consumer products company hires me as a marketing consultant. I go in the first meeting and they present me with a bar of soap. “Here’s our soap. We’d like to sell more soap and make this soap more popular. Do you think we should change the name and the formula of the soap?” “Ok…but before we get to that… what are your sales now? What’s your market share? Have you done a competitive analysis? Can I see the data? What are your profit margins? How much do you want to increase sales by?” [vc_separator type=”transparent” up=”26″...

Read More

“If You’re Not Going Forward, You’re Being Left Behind”

I went to business school in the early 90s and back then every marketing student’s dream was to either #1. get hired by Procter & Gamble as a brand manager or #2. work for an advertising agency. There was no internet – well, maybe they had invented it but it wasn’t in our daily lives. Don’t ask me how we figured out stuff without Google, I guess we looked it up in books or asked people. [vc_separator type=”transparent” up=”26″ up_style=”px” down=”0″ down_style=”px”] Marketing was simple then. You created ads for print, radio and if you had a big budget,...

Read More