Tag Archive for: marketing

two girls with heart glasses on

Galentines Day Marketing Ideas That Actually Drive Engagement and Sales

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Valentine’s Day gets all the attention, but Galentine’s Day is where brands can really have some fun. Celebrated around February 13, Galentine’s Day is all about friendship, connection, and showing love to your people. For businesses, it is a chance to market in a way that feels playful, inclusive, and genuinely human. This is especially true for lifestyle, retail, service, and community focused brands that thrive on connection.

Below are ten practical, high-impact Galentine’s Day marketing ideas you can actually use. No fluff, no forced romance, just smart, creative ways to show up for your audience.

1. Market the experience, not just the product

Galentine’s Day is not about buying something. It is about doing something together. Position your offer as an experience friends can enjoy side by side instead of a one off product or discount.

Think Bring Your Bestie discounts, Girls’ Night Out bundles, or group bookings that include a free perk like a drink, add on, or small gift. Use language that feels social and fun such as celebrate together, squad goals, besties, or group chat energy.

2. Create shareable offers built for group chats

If it does not screenshot well, it will not spread. Galentine’s Day promotions should be easy to forward, tag, and drop straight into a group chat.

Great options include buy one get one deals, Tag Your Galentine giveaways, or referral rewards like bring a friend and both get ten dollars off. Use CTAs that feel natural like send this to your group chat or tag the friend you are celebrating with.

3. Lean into UGC and real friendships

Skip the perfectly polished couples content. Galentine’s Day works best when it feels real. People want to see genuine friendships and actual moments.

Invite customers to share photos with friends using a branded hashtag, repost friend shoutouts and selfies, or highlight staff best friend duos or team moments. Bonus, user generated content saves time and builds trust at the same time.

4. Use humor and relatability

Galentine’s Day thrives on inside jokes and honesty. This is your moment to loosen up.

Content ideas that tend to perform well include phrases like single, taken, or just here for the snacks, who needs roses when you have your besties, or romance fades, group chats are forever. Memes and short captions often outperform overly polished graphics during this holiday.

5. Offer limited-time bundles instead of deep discounts

You do not need huge markdowns to get attention. Scarcity almost always beats discounts.

Try a Galentine’s Gift Set, a Girls’ Night Kit, or a Self Care for the Squad bundle. The sweet spot is usually one premium item, one fun item, and one small surprise that makes it feel special.

6. Highlight self love without being cheesy

Galentine’s Day is also about celebrating yourself, and that message resonates when it feels authentic.

Messaging like celebrate yourself and your girls, because self love and friendship go hand in hand, or treat yourself then treat your bestie works especially well for beauty, wellness, fitness, and service based brands.

7. Run micro promos across multiple days

Do not limit your Galentine’s Day marketing to one post on one day. Stretch it out.

For example, you might run a Tag Your Galentine giveaway from February 8 through 10, promote a group discount or bundle on February 11 and 12, share a last chance reminder on February 13, and post a still counts message on February 14 for late shoppers.

8. Make it inclusive

Galentine’s Day should never feel anti Valentine’s Day or anti relationships. Inclusive language helps you reach more people and keeps the vibe positive.

Use phrases like friends of all kinds, your people, or chosen family to make sure everyone feels welcome.

9. Create photo moments for in store or event based businesses

People love documenting Galentine’s Day, especially when they are out with friends.

If you have a physical location or event, create easy photo moments with cute signage, selfie mirrors, pink or heart themed props, or a simple branded photo backdrop. Make sure your handle or hashtag is visible so the content finds its way back to you.

10. Keep the CTA light and fun

This is not a hard sell holiday. Your call to action should feel easy and low pressure.

Phrases like celebrate your girls, plan the girls’ night, grab one for you and one for her, or make it a Galentine’s thing tend to work well.

Final thoughts

Galentine’s Day marketing works best when brands stop trying to sell and start trying to connect. Focus on friendship, humor, and shared experiences, and your audience will naturally engage, share, and show up for your brand.

If you want help turning these ideas into a full campaign, social content, or email strategy, that is exactly the kind of thing we love at The Marketing Posse. Send us a note to start the conversation: crew@themarketingposse.com.

Woman holding calendar in front of meeting

Why Summer Is the Perfect Time to Check In on Your Marketing Plan

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Intro:
 We get it– summer is busy. Between vacations, events, and a little sunshine, it’s tempting to put your marketing plan on autopilot. But with the year already halfway over, summer is actually a golden opportunity to pause, reflect, and reset your strategy. A mid-year marketing check-in can help you finish strong, stay aligned with business goals, and avoid the last-minute scramble come Q4.

1. Revisit Your Goals

What did you say you wanted to accomplish back in January? Now’s the time to pull out those original goals and ask the big questions:

  • Are we on track?
  • Are our KPIs still realistic?
  • Do our current tactics support our updated business priorities?

It’s perfectly normal for goals to shift mid-year—as long as your plan shifts with them.

2. Look at the Data

Your analytics aren’t just numbers—they’re a map showing you what’s working and what’s not. Dive into performance across your key channels (social, email, website, paid ads) and see what the data reveals.
 Ask yourself:

  • What campaigns or content overperformed or underperformed?
  • Are there platforms that are worth doubling down on—or letting go?
  • Have any audience trends changed?

3. Take Advantage of the Summer Slowdown (or Standout Season)

Depending on your industry, summer can either mean a drop in attention or a chance to stand out while competitors go quiet. Either way, it’s a great time to experiment:

  • Test new creative
  • Try new content formats
  • Refresh your brand voice or visuals

Sometimes the best ideas come when there’s room to try something new.

4. Plan Ahead for Q3 and Q4

Fall and holiday campaigns sneak up quickly. Use the summer window to:

  • Brainstorm and build content in advance
  • Create a promotions calendar
  • Start laying the groundwork for larger end-of-year initiatives

A little planning now can prevent a lot of stress later—and ensures you’re operating strategically instead of reactively.

5. Realign as a Team

Whether you’re part of a large team or managing everything yourself, a summer check-in is a chance to refocus.
 Set aside time for a quick meeting or audit. Revisit your workflows. Discuss what’s working and what feels stuck. Often, fresh momentum starts with honest conversation.

Conclusion:
 Marketing plans aren’t meant to be static. They should evolve with your business goals, performance data, and audience behavior. Summer offers the perfect moment to step back, reassess, and move forward with clarity. A short check-in now can lead to a stronger finish later.

4 Marketing Trends You Can’t Ignore This Summer

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Summer’s rolling in hot, and so are the opportunities to heat up your marketing game. With sunny vibes, longer days, and audiences spending more time on their phones (whether poolside or airport-bound), now is the perfect time to catch some engagement. Not sure where to start? We’ve got you. Here are five summer marketing trends you definitely want on your radar:

  1. Lights, Camera, Scroll: Video-First Social Strategy

Short-form video is still ruling the digital world, and summer is prime time to make your brand shine. Whether it’s a behind-the-scenes look at your biz, a snappy how-to, or a splashy seasonal campaign, video is where the magic happens on platforms like TikTok, Instagram Reels, and YouTube Shorts.

Make it work: Keep things authentic and relaxed. Think natural light, candid shots, and simple storytelling that captures a moment.

Check out a TMP example: In this short video, we showcased a ‘Culture Display’ we were putting together for our partner National Fire & Safety. It’s short, sweet, and paired with an easy, trending track.

  1. Hyperlocal & Geo-Targeted Ads That Hit Home

From neighborhood block parties to road trip pit stops, people are out and about. That means your ads should be too. Hyperlocal and geo-targeted ads help you meet people right where they are—literally.

Make it work: Use radius targeting to promote time-sensitive offers or event tie-ins. Think local language, landmarks, or weather-specific hooks.

Quick example: A mobile ad for a local smoothie shop appears while someone’s scrolling at the beach, saying, “Hot out? We’re just 5 minutes away with $2 off mango coolers.”

Check out a Welch’s Soda example: We promoted a reel we did for Welch’s Soda being available at select Circle K stores to targeted zip codes that have the soda in stock at those locations. This allowed us to drive awareness in those specific areas.

  1. Social Commerce & In-App Shopping

People aren’t just scrolling for inspo—they’re shopping while they scroll. With Instagram, TikTok, and Pinterest making in-app shopping seamless, it’s time to make sure your products are where your audience is.

Make it work: Tag products in your posts, use carousel formats to showcase summer collections, and test shoppable video features to reduce friction. Do a “Summer Essentials” post showing someone packing for a weekend trip, with every item linked for instant purchase.

Missing Thorn example: We’re currently building out a Shopify store that will be integrated with Meta to offer an in-app shopping catalog on both Facebook and Instagram. Once the catalog is live, we plan to promote it by linking directly through Instagram and Facebook posts.

  1. Sustainability & Purpose That Shines Through

Today’s consumers want to know: What does your brand stand for? Summer brings out a heightened awareness of environmental impact—from eco-friendly packaging to supporting local initiatives.

Make it work: Spotlight your sustainability wins or community initiatives. Add a simple badge or tagline like “Locally Sourced” or “Plastic-Free Summer.”

Quick example: A series of Instagram stories highlighting how your brand is reducing waste at a summer event—complete with user-submitted photos of reusable cups.

Check out a Primo Water example: Our Partner Primo Water lets its followers know they care about the environment with this sustainability post showcasing their 5 gallon packaging (saving from single use bottle purchase).

Summer isn’t just a season—it’s a state of mind. Lean into these four trends to keep your brand fresh, fun, and front-of-mind all season long.

Ready to elevate your summer marketing strategy? Connect with The Marketing Posse to discover how we can help your campaign stand out this season.

5 Self-Reflections to Inspire 2020

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5 Self-Reflections to Inspire 2020

As the year comes to a close, it’s a great time for self reflections before looking forward. It’s a busy time of year with parties, families and holiday commitments, but make the time. Schedule a 1-hour meeting with yourself, a pad of paper and a pen. Ask yourself some questions:

    1. What have you learned?
    2. What have you accomplished?
    3. Who have you met?
    4. What are you doing great?
    5. Where do you need help?

Find a place that inspires you. This could be your porch with holiday music playing in the background, the beach or your desk…whatever will give you some head space. Now think about each of these questions. These may not all be relevant, or you might have some to add. Make it your own, but my hope is that these inspire you.

What have you learned? This could be business related like a formal training class, a mentor or coach that has inspired you. In a conference I participated in this year, one of the speakers talked about how the world is aging, living longer and therefore living differently. Fascinating speaker (thank you Stephanie @GRMA). I also have a list of things I have learned from my team and mentees (I think they develop me more than I develop them!). What you have learned this year might also be personal, like how to deal with a kid going off to college or balance personal health like eating right and exercising. Everything will never be perfect, but reflecting on it will help you plan for the new year…it will be here in like 10 minutes.

What have you accomplished? Take a few minutes to bask in the glory of your achievements whether they are big or small. Sometimes we check things off the list so fast that we don’t take the time to appreciate all we get done in a day, a month, or a year. I recently heard a piece of advice from a fellow panelist at a speaking engagement… she keeps a list of her accomplishment throughout the year and uses that list as needed for resources and for reflection. Brilliant, right? (Thank you Valet Living).

Who have you met? This is a great time of year to appreciate new relationships and reconnect with old ones. If you went through your calendar and listed all the new people you met, you might be surprised at how long or short the list is. I find that this helps me focus in on the relationships I really want to grow as well as those people I really want to thank. A quick LinkedIn message that says, “I have been thinking of you and hope you are doing great,” can go a long way. I connect each year with a note, a card or a gift because it gives me an opportunity to connect and say I care (thank you 4Imprint and Minuteman Press who are helping us with our TMP gifts and cards this year). Don’t let this make you anxious (you don’t have to send a card to everyone you know ????). Simply creating your list and highlighting what or who is important to you for both business and family is the important part.

What are you doing great? Here is a chance for you to pat yourself on the back for what you are great at. At the Posse, we use StrengthsFinder to develop and optimize our team. My favorite part of this is spending time celebrating what each person’s strengths are and how we leverage those talents. We call them “Superpowers”. This year we talked about them in our annual planning meeting. Reflect on a project where you really shined or a situation you handled with grace that you are proud of. Go You!

Where do you need help? No one is great at everything. So, this is also a great time to think about areas where you need support or things you would do differently in the new year. Not a good cook or don’t want to be? Maybe there is a new meal solution you can explore. I love to cook, but just don’t have the time, so I have someone who loves to cook that helps me (thank you Alex@PeepsandEats). For business, we like to create partnerships at the Posse by pairing people with complementing talents for the task at hand. Go back to your list of people (see #3), and think about who can help you by either balancing your strengths with different strengths or by supporting you where you need it most.

One Hour. That’s all. Maybe the most valuable hour you could spend all year. Self reflections on a year well spent could include:

    1. Learnings that make you better.
    2. Accomplishments that make you proud.
    3. People that are important to you.
    4. Strengths that inspire you.
    5. Support where you need it most.

What more could you ask for in one year? Start 2020 off with self reflections and a clear view of where you are going by knowing where you have been. It’s going to be a great year.

The Marketing Posse provides training and people development as well as workshops for company culture development. We have a passion for people and for taking time to reflect on your business and what is most important to you. Give us a call if we can help.

Women Owned Businesses | Turning Challenges Into Opportunities

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October is National Women’s Small Business Month and according to WBENC1 there are 12.3 million women owned businesses in the US. Last year, 1,821 women owned businesses were launched every day with women of color launching 64% of those new businesses. So, in thinking about what to write in celebration of this month, I wanted this post to be helpful and encouraging for anyone who reads it whether you are a woman who owns a business, work for a woman owned business or support women owned businesses.

Women owned businesses face many of the same challenges other businesses face like access to capital or unfavorable business environments, but they also face challenges that are more unique to women like gender equality in male dominated industries. In fact, there is a great summary of the “8 Major Challenges Women Face in Business” in an article posted by Forbes in this very month last year. In general, as I searched for information, I found it much easier to find the problems than the solutions. So, to celebrate women owned businesses this month, I’d like to share positive experiences and encouragement. Here is a crack at turning the 2018 Forbes Top 8 Challenges into a 2019 Opportunities List!

        1. Instead of “Limited Funding”, how about “Funding Is Out There” – Funding can be tricky because we worry about risk and it depends on how capital intensive your business is. First, if you are a startup don’t worry about the end game, just worry about getting started. Make progress. Show some wins. It will build confidence for you and for others. Don’t be afraid to be a little uncomfortable (see #3 below). Second, don’t just take risks, take smart risks you feel good about. Some awesome women owned businesses started in a woman’s home or mother’s garage like Bourbon and Bowties or GoldieBlox. If you are looking for investors there are great incubators, angel investors, and institutions that can help. Look for organizations that have strong women leaders like Tampa Bay Wave, Embarc Collective and Pilot Bank. There are amazing women leaders in these companies and, as a general rule, women want to support other women.
        2. Instead of “Balancing Responsibilities”, how about “Embracing Imbalance” – Work and Life Balance is like Bigfoot in that it is talked about a lot but can’t really be found, though some say they have seen a glimpse. Striving for balance is just frustrating. It’s not really about balance. It’s about the give and take…and feeling comfortable with the tradeoffs we make. A good way to embrace the imbalance is to be a master scheduler. Prioritize the most important things in your personal and business life and do the best you can. Oh, and don’t be afraid to ask for help or support when you need it. And if some stuff doesn’t get done, it might just be okay. Approach juggling work and family the way you would a business problem. Have a schedule and know what and to whom you can delegate. Use your leadership skills at home AND at work.
        3. Instead of “Fear of Failure”, how about “Plan for Failure” – There may be a dozen reasons why we fear failure whether it is financial or emotional. Fear can be paralyzing. The best way to eliminate Fear of Failure is to plan for it. If you play out the scenarios and have a plan for all the “what-if’s”, then they don’t seem nearly as scary. In the world of insights, we do a lot of “test and learn” projects. Turn your failures into test and learn scenarios. When it doesn’t work, adjust and try again. Take smart risks. Be uncomfortable, but plan for the “what-if’s”.
        4. Instead of “Inadequate Support System”, how about “Personal Board of Directors” – Whether you are an entrepreneur, small business owner or corporate executive, everyone needs a support system. Women are great at this. We are collaborative and great at supporting each other and our families. You may already have a board, but even if you do, a personal board is all the rage. It doesn’t have to be formal or all at once. Take your time and recruit the people that you need as you need them. Look for people across functions like finance, operations, marketing, legal, technology, etc., depending on your business. Be clear about what advice you might need and make it easy for them to help you. Then find special ways to thank them for their support.
        5. Instead of “Gender Inequality”, how about “Act Like You Belong” – If you look at the definition of gender equality, it is basically that equality is achieved when both men and women have access to the same resources and opportunities. So, is anyone telling us as women that we don’t have the same access and opportunities as men? Probably not directly, however, as women we put some of this on ourselves. I heard a story that some of you may be familiar with and that stuck with me. A man and a woman are both up for a promotion and when reviewing the job description, the man looks at the list of 10 things and says something like “I have 8 out of 10 which is great” and the women in the same situation hesitate to go for it saying “but I am missing 2 out of 10 things”. Be confident that you have 8 out of 10 things; sit at the head of the table; insist on driving; make decisions; lead by example. You got this.
        6. Instead of “Limited Knowledge”, how about “Surround Yourself with Knowledgeable People” – There are two ways to tackle a challenge like this. One is to educate yourself, and often that comes with experience. The second is to surround yourself with people who do have that experience. The second option is usually the better path. You will, by default, be educated along the way, but leaning on others who have been there can help get you there faster. You can also include these people in your “personal board of directors” from #4 above. And guess what? You WILL make some mistakes, so just own them, learn from them and move forward. The people with all that “knowledge” have already made their mistakes, so try to leverage them but don’t be afraid to make your own but plan for risk accordingly.
        7. Instead of “Unfavorable Business Environment” how about “Rich Network and Growth System” – The Forbes article defines “Unfavorable Business Environment” as “less-established business networks, and social and traditional constraints”, which can be even more challenging in countries outside of the US. Turning this into a “positive to-do list” starts with developing a Rich Business Network. Where to start? If you are already in business, be sure to stay connected to people in your network. Build it into your calendar to ensure you make time for it. Touch base with current and past clients, vendors and/or customers. Build your network by asking great people in your network to introduce you to other great people in their network. Have coffee, be helpful, and be open to new and unexpected relationships. If you don’t have a network at all, now is as good a time as any to get going. Start with family and friends who have great business contacts and are willing to make introductions. And join the Chamber for the city you want to do business in, they are a great way to get connected to the business community. The second part of the definition is about social and traditional constraint which is more challenging in some countries versus others. In the US, this may be more driven by male dominated industries, so I would refer to #5 above and “Act Like You Belong”!
        8. Instead of “Timidity” how about “Bold and Courageous” – Marguerita Cheng, author of the Forbes article, said it well: “Humility is not shyness or timidity. Women need to stand by their success and let people around them recognize it.” Celebrate the good and the bad. Think to yourself, what is the worst that can happen if I make this bold move or if I have the courage to ask for support from someone important? Find a few women who may be in similar business situations and create opportunities to share with and support each other. Join women’s networks and get certified as a women owned business (check out WBENC certification here). We are your comrades and will welcome you with open arms.

       

      I hope this perspective helps other Women Small Business Owners and even if all 8 points don’t apply to you, you might find a few nuggets that are useful. So, leverage your strengths as a woman, communicate and collaborate often, and don’t be afraid to ask for help. At The Marketing Posse, we worked with the SBDC to help guide us through the certification process and have been certified as a woman owned business since 2016. We are proud members of both WBENC and the Florida Office of Supplier Diversity.

      DANIELLE VONA
      DANIELLE.VONA@THEMARKETINGPOSSE.COM

      Sources:

      1 WBENC Blog, Behind the Numbers, The State of Women Owned Business in 2018, posted Oct. 2018

       

       

It’s 2020 Planning Time

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We are only 3 ½ months away from the start of 2020.  If your planning cycle follows the calendar year, that means that you have 97 days until you will start implementing your plan.  Whether or not that seems like plenty of time or that creates a state of panic for you depends entirely on your business.  A good rule of thumb is to plan 12 months out.  That means you are planning your fall and holiday plans for 2020 right now.

If you start your conversation early, you might experience some people on the team asking why that is necessary.  That might seem surprising to some but there is definitely a point of view that getting too far out is not a good thing.  Three of the most common reasons for pushback on starting the planning process that I’ve experienced are (1) the business environment could change, (2) we should wait for new leadership to share their agenda, and (3) we need to stay nimble to react to our competition.  Sure, those are all valid scenarios but exactly the reason why it is important to have a plan.  One of the most critical components to the planning process is assessing the business environment and the competition.  What better time to get alignment around the factors impacting the business and where the competition stands?  And, if new leadership comes in, do you want to be prepared with talking points about the plan or wait around to see what they tell you to do?

To stay out ahead of things, below are a few factors to consider about timing to get started.  These are areas where I have seen teams get tripped up because they have not built in enough time.

 

Alignment

Is this the first time your organization has been through the planning process or is there a plan in place that everyone is aligned to?  If it is the latter, then maybe you can move more quickly through the process.  If it is the former, ensure that there is ample time for discussion.  How many layers are in your organization?  Is your company one where leadership is in the room for the discussions or where polished solutions are presented to leadership for reaction?  Each step in the process may require multiple discussions to gain alignment.  You may have to go back to the drawing board altogether in fact.  Where possible, I recommend involving the highest levels of leadership in the planning process. Set a timeline with clear milestone deliverables and approvals.  A lot of unnecessary work will occur later if decisions are not fully aligned across all levels of the organization. Try something like:

    1. Do discovery/landscape assessment to align on the SITUATION
    2. Set clear OBJECTIVES with leadership
    3. Agree on a TIMELINE and key MILESTONES

 

Ideation Time

Don’t sell your plans short by not dedicating the appropriate amount of ideation time.  This is the part where teams can come together to brainstorm.  This is usually one of the parts of the process that is the most fun and where you can really get some good cross-collaboration to happen.  When teams across the organization are involved, not only do better ideas come forward but you bring awareness and hopefully support to the process as well.  I have found that factoring in multiple rounds of ideation works well.  Perhaps you ideate with different people on different areas of the plan.  Or maybe you work in a larger group to get ideas out but then work with a smaller team to refine.  Try it a few different ways and see what works best.  For example:

    1. Identify GROWTH Platforms (aligned with your objectives)
    2. Host a BRAINSTORM to develop ideas (go for quantity)
    3. Develop a PLAN for the top ideas (barriers, opportunities, resource requirements, etc.)
    4. Consider CONTINGENCY plans so you have options if you need to make adjustments

 

Validation Time

Think about how best to get customer feedback on your plan and ideas. What level of rigor is needed in your organization for testing? Do tests require a formal read-out and how long does it take to compile the testing data?  If the test is not successful, consider whether or not you will need to retest.  How comfortable will the organization be locking in on a plan when there are untested concepts?  Sometimes getting some preliminary feedback done for a quick gauge on a concept or an idea could be helpful.  Even something simple like Survey Monkey or Google Survey could be helpful.  An important input into the planning process is the results of past testing.  Being familiar with what has worked or not worked in the past can be helpful in developing future strategies.

    1. Set benchmarks for success
    2. Select test parameters (audience, questions, method of execution)
    3. Analyze and report out results
    4. Make adjustments to plan based on learning

 

Bring It All Together

Is now the time to get started on your plan?  A great place to start is building out a timeline of key dates and backing into a process that will work.  This approach will also rally your team around the process and gain the support and focus that successful planning requires.  Develop a calendar of activity based on the needs of your business and the ideas you have generated. Monitor success and prepare your contingency options so you can adjust based on performance. If you are looking for some thoughts on getting started on your plan, check out our prior blog post on the 5-Legged Journey to Marketing Magic.

Danielle Vona
danielle.vona@themarketingposse.com

Celebrating Strong Women | Women’s History Month

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In January, The Marketing Posse turned four years old. In many ways, we are still a toddler, but for a new business, I am so proud of the progress we have made. Today we have about a dozen companies we support, a handful of employees, and our own cool office space in Safety Harbor. This isn’t the result of some grand plan. It’s the outcome of a woman with an eclectic background (p.s. I have a liberal arts degree in music) who works hard and charges forward. And as a certified Women Owned Business, we would like to celebrate other success and strong women leaders.

So, in honor of Women’s History Month, we would like to share Deb Volansky’s story. Deb is the CEO of Connex Intl which is one of the partners we support. Connex found The Marketing Posse because they were specifically looking for a Women Owned business and we are grateful for the work.

But the real inspiration, for those readers out there, is in Deb’s story. Deb started with Connex as an entry level Conference Coordinator and quickly progressed to include positions such as Trainer, Account Rep, Director of Operations, Vice President, President and eventually CEO and owner.  When Deb purchased Connex in 2009, the economy was in recession and the business environment was tumultuous.  In that environment, Deb’s passion and commitment to providing communication solutions were reaffirmed.  She saw firsthand that conferencing was enabling meaningful and impactful conversations.

Deb is a “been there” leader who has a deep and unique understanding of not only her business but also the roles in her organization. If you ask her about her success, she will tell you she attributes the success of Connex to the great team she has and their dedication to providing the highest level of service possible for their clients. Deb’s hands-on approach to management, coupled with her foresight and business acumen, have helped propel Connex to be one of the leading conferencing and event companies in the market today.

Deb is uniquely talented at translating new ideas into services. She is a long-term thinker and planner who keeps the future in her field of vision—for Connex and its clients.

In 2009, Connex became a certified member of WBENC (Women’s Business Enterprise National Council) and Deb joined the Women Presidents’ Organization.  As a woman business owner herself, Deb continuously looks for opportunities to support other women and minority-owned businesses by choosing them as strategic vendors and/or partners when possible (Thank you, Deb!). Deb also believes in giving back which is why she created ConnexCares. She believes that giving back and connecting people at the community level is a natural extension of what we do.  ConnexCares donates to not-for-profit associations that have touched the lives of her teams’ family, friends, co-workers, and associates.

Aside from being the CEO of her company, she is a graduate from Western Connecticut State University, happily married to her husband Ed, and the proud mother of two children. Deb, we are inspired by your story and your success!

3 Tips to Get Your Marketing Plan to Stick

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Just the other day, I read a stat that 80% of New Year’s resolutions fail by February.  80%!!  What a staggering statistic when you think about all the good intentions and efforts that go into starting the year off right. A marketing plan can be like a New Year’s resolution. It will fall to the wayside if you aren’t investing the time to make it a working plan. It is so easy to lose sight of the important things and get caught up in the “needs of the moment”.  The task of building the plan is a tremendous undertaking and one that requires active steps and a concerted effort to bring to life.  Now is the time to be intentional and make it stick.  Besides, there is too much good work and thinking in that plan to let it go to waste.

Here are my top 3 tips for getting your marketing plan off and running.  I like to call it plan the work – work the plan (P.S., I didn’t invent that, I just love it).  This is the time of year to get to work on working the plan.

TIP #1 – LET TECHNOLOGY BE YOUR SECRET WEAPON

How are you tracking the work?  Have you created a detailed account of deliverables, key dates and project owners?  Consider what technology solutions are available to you or that you can go acquire to help you track plan milestones. These tools are your friends.  You can assign tasks and notify task owners.  Here at the Posse, we use Asana to manage our projects and set tasks.  We can set alerts in the system so that task owners know when a due date is approaching.  We also can have “conversations” about the work in the program so that anyone who is involved with the project can stay up to date.  The beauty of a system like Asana or Basecamp or any other project management tool is that it forces you to think through the execution of an initiative. It takes some discipline, but once you have identified the tasks and entered them in the system, the execution is much easier and more efficient.  Most importantly, when you look at your tasks for the day, you know they are tied to a bigger plan and you are focused on achieving your objectives instead of just “today’s fire drills”. By the way, the fire drills will still be there, but now you can balance and prioritize what needs to get done with what should get done.

TIP#2 – SCHEDULE AND HOST “CHECK-IN” MEETINGS

No technology solution can completely replace face-to-face conversations.  That is why even if you have a sophisticated project management tool in place, it is still important to check in with the team and revisit the plan periodically to ensure that it is on track and top of mind.  I’ve been in organizations where these meetings can be tedious, long, and people dread participating in them.  There are numerous articles and books, to tap into to have a more productive meeting, but I recommend something different.  If the objective is to hold yourself and the team accountable and make the plan a priority, then keep it short and simple and don’t be afraid to make it fun. Make it a pizza meeting and focus on results and challenges only. Celebrate successes with the team. Bring leadership along and if you are leadership, check-in with your teams or find ways to show your team that you are prioritizing the work plan too.

TIP #3 – PLACE SOME SMALL BETS AND BE FLEXIBLE

Now that you have the marketing plan broken down into manageable tasks (that was in tip #1), place some small bets, but stay flexible along the way. The Merriam-Webster dictionary definition of a plan is “a method for achieving an end.”  Sometimes you may get into the work and find out that there is another method that should be considered or maybe the end goal is still correct, but the way you are going about it isn’t working. Rather than making a commitment to the plan, commit to the end goal.  Flex your methods and place some small bets to see what you can test and learn.  Let’s imagine you have a holiday program that starts in Q4.  You aren’t going to begin implementing the plan until much later in the year, but there may be things that you could do now to test the plan.  Are there some “plan b” options that you should be considering?  It is better to find out early that plan adjustments are needed rather than trying to rewrite your program strategy in November.  Be ready to adjust based on the business needs and performance. Something will go wrong or at least, not as planned. So, be flexible and don’t be married to the plan, just to the goal.

Let’s wrap this up, shall we? It’s February and the year is officially in full swing. It can be hard to stay on task when the day-to-day stuff can sometimes take over. So, make time to work the plan you have developed. First, leverage technology to get organized and be efficient. Second, hold yourself and your team accountable (but make it fun!). And lastly, place bets, but be flexible if you run into challenges or are not getting the results you need. You got this!

Cheers!

Danielle Vona
danielle.vona@themarketingposse.com

And P.S. – if you don’t have a plan at all, give us a call…it’s not too late., we are happy to help you get off to a great start for a successful 2019. At The Marketing Posse, we love a good plan. But, we love a good plan that is well executed even more.

5-Legged Journey to Marketing Magic

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“It’s not just about the destination. It’s the journey.”

 Oftentimes, the companies and individuals I work with feel overwhelmed by the marketing plan process.  It can be a daunting task that involves multiple stakeholders.  Sometimes, just getting everyone together in the same place at the same time can feel monumental.  But, the plan itself does not need to be overly complicated or overwhelming.  Some of the best marketing plans are actually quite simple – clear and concise. Let’s pretend we are going on a ROAD-TRIP (shot gun!)…

A marketing plan, much like a road trip, has three basic sections: (1) the objective – where are we going or our “destination”, (2) the strategies – what route are we going to take to get there, and (3) the specific tactics – what vehicle will we drive. Oh, and as a bonus during the strategy section, we may want to consider alternate routes in case there is traffic or road blocks.

What happens during the course of writing a branded marketing plan is the magic of it. It’s the joy of the journey and the most fun part!  A well-crafted marketing plan is written in collaboration with people across the business and forces conversations on meaty, strategic topics.  It forces teams to recognize trade-offs and align on priorities.  So, the real beauty of the marketing plan lies not just in the plan itself but also the process of getting there (that’s the Road-trip part!).  I want to share my approach to this journey, so you and your teams can achieve marketing magic – a clearly articulated destination and a plan of how to get there with everyone in the car with you.

Journey Leg #1 – Where To?
Setting clear objectives can often feel esoteric.  “Grow the business” – “Get new users” – “Drive Traffic”. Yes, these are all objectives, but they can feel overwhelming and as they are, they don’t really help the team understand what to do or how they can contribute. It’s like telling someone to “just drive south” without telling them how far or what the fastest route might be. I find the best way to set objectives is to break it down… then break it down again. If your objective is to grow 5% in revenue, break it down into dollars, then break it down by quarter, then potential products and channels, etc.  You get the idea.  The more specific the objective, the easier it will be to develop compelling marketing and sales initiatives! Align as a team on the break down so everyone agrees and is headed to the same place.

Journey Leg #2 – Who Cares?
Now that we are grounded in our objective, who is buying? Set aside, for a minute, who we are selling to today, who do we want to sell to?  Sometimes the person who is buying from you today might not be the one buying tomorrow. Or maybe there are new growth opportunities by re-framing who you are selling to. Never do this at the expense of your current customer or buyer but be as aspirational as possible in order to grow. And keep it simple with a sentence like “For people who look like this and act like that and need this…”.

Journey Leg #3 – Why You?
Now, the most critical conversation of all. Why choose you? What are the areas where you stand out from competition and win?  To answer that question, you need to understand the competitors and what they are great at.  There may be some areas where being at parity with the competition is ok and you have to nail the basics.  But there should be areas where you are differentiated and the clear choice. It’s those reasons why people would choose to spend a dollar with you versus other options. Those are the things that stand out and where you have the capability to shine.  This is the cornerstone of your communication strategy.  It tells you what to talk about.

Journey Leg #4 – Why Not?
The most fun and magical part of the process are the initiatives and ideas that bring your strategy to life. What are the specific action items that we can start doing to implement our strategy?  Be sure the tactics are going to help achieve the objective from “where to”.  Don’t get distracted by ideas, recommendations or suggestions that aren’t focused on your goal…it’s just a distraction?  This will likely require trade-offs.  Estimate the value of each idea and build them into your plan.  Make sure your total estimates exceed your goals.  Everything you do may not work, so build in room to experiment.

Journey Leg #5 – Well Done!
The last leg of our journey is all about knowing when we are there. How do we know if we are successful?  As you define your tactics think about how you will measure the success of that effort against the objectives you’ve aligned to. Measure often and don’t wait too long to adjust if something is not working.  There are always alternate routes. Oh, and one last, important note. Make sure to celebrate achievements along the way. It will make the journey all the more magical.

At The Marketing Posse we thrive on helping companies create marketing magic.  If you need help getting started or navigating the planning process, please reach out. We are here for you!  The fall season is a great time of year for teams to have this dialogue and to create solid plans for the next year.

The Art of Networking (Part 1)

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Fall not only kick starts back to school for the kids but also marks the start of a renewed calendar of events from businesses and organizations. From happy hours to speaker series to galas, these are all opportunities for networking and meeting new people.

For me, the meaning of networking has evolved significantly throughout my career.  Early in my professional life, I didn’t network at all.  As LinkedIn become more prevalent, I was keeping in touch with many of my colleagues, but not actively or consciously focused on cultivating my network.  It wasn’t until I left my role at Sonic and was actively looking for a job for the first time that I really felt the importance of networking. Although unintentional but lucky, I had been amassing an amazing network over the years.  In fact, an enormous part of my current network is people I met or worked with during my time at Pepsi…and many of them have gone on to do other great things.  Now that I have launched The Marketing Posse, my network is key to my business.  The people that know me and have worked with me are the ones most likely to hire us.  I landed my first large project with Clear Channel Outdoor as Interim CMO as a direct result of someone in my network; thank you, Matt!

Networking sometimes has a bad rap with the connotation of being superficial and a lot of “work.”  In reality, it is the simple process of building relationships which is critical to growing any business.  No man/woman is an island – and networking helps you not only get business but identify the right resources who can help you once you get the business.

I cannot over-emphasize the importance of networking, but how do you get started?  Here are some tips that will lead to networking success throughout your career:

  1. Take time to keep in touch with people and nurture it – your network is a result of what you make of it…these are YOUR people.
  2. Don’t assume anything, you never know when you may need someone’s help or they may need yours! Networking is not a one-way street.  The strongest relationships are the ones that are mutually beneficial.
  3. Stay current – LinkedIn is a really efficient way to stay in touch, so make sure your profile is up to date. Congratulating you on an anniversary for a job you are no longer in is a bummer.
  4. Always answer comments/emails/phone calls…always. No one likes to be blown off and they are reaching out, so reach back.
  5. Ask for help – most everyone wants to be supportive – take advantage of that and don’t be afraid to speak up when you need a recommendation or introductions.

At The Marketing Posse, we know how important connecting with the right people is. We thank our current network who has helped get our business where it is and our future network for helping us take it to the next level.  We also offer workshops and training programs that are a great platform for networking and meeting new people.  Come join us and expand your network! There is never a downside to meeting new people. Look out for Part 2 of this blog which will get down to the nitty gritty of “how to network”.

Cheers!

Danielle Vona

danielle@themarketingposse.com

 

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By submitting this form, you are consenting to receive marketing emails from: The Marketing Posse, 2243 Steven Street, Clearwater, FL, 33759, themarketingposse.com. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact
We’re always creating, connecting, and making things happen. Let’s stay connected. Join us and unlock the possebilities.

Swing By

685 Main St, Ste C
Safety Harbor, FL 34695 USA

crew@themarketingposse.com
+1 (727) 755-6780

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