Tag Archive for: marketing

puzzle pieces

What an Appellate Law Firm, a Soda Brand, and a Fire Safety Company Have in Common

/in

At first glance, they have absolutely nothing in common.

One specializes in appellate law. One bottles childhood memories. One helps protect people and property through fire and life safety services.

Different customers. Different business models. Different definitions of success.

Yet every marketing conversation starts with the same questions.

  • Who are we trying to reach?
  • What makes us different from the alternatives?
  • What message will inspire someone to choose us?

One of the things we enjoy most about working at The Marketing Posse is watching our team jump from one world to another. In the same week, we might be talking with appellate attorneys about referral relationships, reviewing creative for a legacy soda brand, and helping a fire safety company position itself for growth.

The conversations couldn’t be more different. But after working across dozens of industries over the years, we’ve noticed something.

Industries change. People don’t.

People still want to trust the companies they hire or the brands they choose. They want confidence that they’re making the right decision. And they need a reason, whether emotional or practical, to choose one thing over another.

That’s why we enjoy working across industries. Every client forces us to learn something new, question assumptions, and look at problems from a different angle. More often than not, a lesson from one industry can spark an idea for another. 

Over the years, working with organizations as diverse as an appellate law firm, a soda brand, and a fire safety company has reinforced one belief: successful marketing starts by understanding what people are really buying.

Brannock Berman & Seider (BB&S): Trust Is the Product

Appellate law isn’t a business most people know much about, but the attorneys who need it understand just how specialized it is. The challenge for Brannock Berman & Seider has never been convincing lawyers that appeals matter. It’s making sure they know who to call when the stakes are high. 

As Florida’s largest law firm focused exclusively on appellate law, BB&S has built its reputation around one simple promise: Appeals are all we do. 

That message works because it’s supported by decades of experience, deep expertise, and relationships built over time. They are trusted experts who handle some of the most complex and high-stakes cases.

For a firm like BB&S, marketing isn’t about making the loudest claims. It’s about reinforcing credibility every time someone encounters the brand. Because when another attorney makes a referral, they are putting their own reputation on the line too.

Welch’s Soda: More Than a Soft Drink

The challenge looks completely different in the beverage category. The aisle is crowded, with most brands offering similar flavors, packaging, and price points. 

So why choose Welch’s Soda?

For many people, it has less to do with what’s inside the bottle. It’s the soda they remember from backyard cookouts, corner stores, and hanging out with friends after school. It’s familiar. It’s nostalgic without feeling dated. It brings back a feeling, not just a flavor. 

That emotional connection gives the brand an advantage competitors can’t easily replicate. Sometimes the strongest marketing isn’t the most complicated. Sometimes it’s simply reminding people why they loved something in the first place.

National Fire & Safety: Peace of Mind

Then there’s fire and life safety. Fire protection isn’t something most organizations think about until they have to. Property managers, hospitals, contractors, and facility leaders aren’t looking for exciting marketing or clever taglines. They’re looking for a partner they never have to worry about. 

On paper, National Fire & Safety provides inspections, testing, maintenance, monitoring, and compliance services. What customers actually value is knowing someone else is paying attention to the details that matter. They want confidence that systems will work when they’re needed. Confidence that buildings remain compliant. Confidence that people and property are protected. Their reputation is built on integrity, reliability, and a commitment to being “Always on Watch” for their customers.

It’s hard to put a price on peace of mind, but that’s ultimately what they’re buying.

Different Industries. Same Fundamentals.

Working across industries has taught us that the products almost never tell the whole story. People rarely buy legal expertise, soda, or fire inspections for their own sake.

They’re looking for trust. Familiarity. Confidence. Relief. Simplicity. Progress. Those motivations show up in every industry, even if they wear different clothes. While the industries couldn’t be more different, the marketing challenge is remarkably similar: understanding what motivates people to act.

That’s one of the reasons we value working across industries. Every client brings different audiences, goals, and challenges. The variety pushes us to ask better questions, challenge assumptions, and see opportunities from new perspectives.That’s why our process looks remarkably similar whether we’re working with a nonprofit, a manufacturer, a restaurant brand, or a professional services firm.

We start by understanding the business and the people it serves. We identify what makes the organization genuinely different. Then we build strategies and ideas around the reasons customers actually choose. Whether we’re helping an appellate law firm build awareness, a beverage brand strengthen customer loyalty, or a fire safety company earn trust, the questions are always the same:

  • Who are we trying to reach?
  • What makes us meaningfully different?
  • What problem are we solving?

And maybe the most important question of all:

  • What is the customer really buying?

The channels, tactics, and creative executions may change, but those questions never do. Their answers have very little to do with industry and everything to do with people.

That’s why we can move comfortably from appellate law to consumer brands to fire safety without skipping a beat. We’re not trying to become experts in every business we support. We’re focused on understanding the people we are trying to reach and what motivates them. Once you get that right, the marketing gets a whole lot easier. The strongest marketing strategies don’t start with tactics. They start with understanding.

So here’s a question worth asking: Do you know what your customers are really buying?

AI Makes Marketing Faster. Not Better.

/in

Why the Humans Behind the Strategy Still Matter 

AI can write your next blog post in about 90 seconds. So can your competitor’s. 

That’s not a knock on the technology. It’s genuinely useful and we use it too. But something worth paying attention to is happening right now: as more businesses reach for the same tools, use similar prompts, and follow similar content patterns, everything is starting to sound the same. Messaging becomes interchangeable. Tone becomes predictable. You’ve probably read something recently and thought, “This feels familiar.” That’s why. 

Speed and sameness tend to travel together. 

Marketing isn’t just content production. It’s connection. Knowing how your audience thinks, what they care about, and how they make decisions. That doesn’t come from automation. It comes from strategy, experience, and real human interaction. 

Here’s the distinction we make with every partner we work with: before we do anything else, we ask why. Why does this organization exist? What makes it genuinely different? What role does it play in people’s lives? These aren’t soft questions. They’re the foundation that every campaign, every piece of content, and every channel decision has to be built on. We call it our POSSE process, and it starts with Purpose before it ever gets to Execution. 

Recently, we were working with a nonprofit through a series of virtual brand-building sessions. The kind of deep, collaborative workshops where you debate the meaning of a single word for twenty minutes because precision matters. Midway through, one of the participants paused and said, “I now see why you can’t just do this with ChatGPT.” She was right. Getting clear on what you actually stand for, not the polished version but the real, specific, argued-over version, requires people who push back, ask harder questions, and refuse to let you settle for close enough. That’s not something you can prompt your way to. 

One of our go-to questions when we start working with a new partner is: What’s different about you, and why would someone choose you over every other option? It sounds like a sales question, and in a way it is. But it’s really a marketing positioning question in disguise. The answer to that question, when you get it right, is the only brief that matters. Everything else flows from it. 

The most effective businesses right now aren’t choosing between AI and a marketing team. They’re using both, leveraging AI for efficiency while relying on strategy, creativity, and real-world judgment to decide what’s worth making in the first place. Because faster content doesn’t equal better marketing. It just means you can produce mediocre content more quickly. 

At The Marketing Posse, our team brings more than 300 years of combined marketing experience, from Fortune 500 boardrooms to emerging brands to organizations that are trying to find their footing in a noisy market. We’ve led strategy for national brands and helped small businesses figure out what they’re actually trying to say. What connects all of it is the same thing: understanding your business first, then figuring out how marketing can move it forward. 

We use AI where it makes sense. But what we actually bring is perspective, and the judgment to know what’s worth creating in the first place. 

First Ask Why. Then Ask Why Not. 

A note: AI assisted in drafting this post. The strategy, the stories, and the point of view are ours. That’s kind of the whole point. 

What Women’s Leadership Is Reinforcing in Marketing

/in

March brings a lot of well-deserved attention to women’s impact through International Women’s Day and Women’s History Month. For those of us working in marketing, it’s also a good moment to reflect on how leadership perspectives continue to shape the way our industry evolves.

As a WBENC-certified women-owned business, The Marketing Posse has had a front-row seat to that evolution. Over the past decade, as more women have stepped into leadership roles across brands, agencies, and organizations, we’ve seen certain ideas gain real momentum.

Not because they are “women’s ideas,” but because broader leadership perspectives often push industries forward. Here are four shifts we’ve seen reinforced across modern marketing.

1. Relationship-Driven Growth Wins Long Term

Marketing once leaned heavily toward campaigns. Launch it. Promote it. Measure it. Move on. Today, the most effective organizations think much more about relationships. Not just transactions, but the ongoing connection between a brand and the people it serves. That shift has changed how companies approach retention, customer experience, loyalty programs, and brand voice. The focus becomes:

  • Trust over one-time conversions
  • Loyalty over short-term spikes
  • Community over clicks
  • Lifetime value over quarterly wins

When brands invest in relationships, they build resilience. And resilient brands outperform trends.

2. Empathy Is a Strategic Advantage

For a long time, empathy was considered a “soft skill.” Today it is one of the most powerful tools in modern marketing. Understanding how customers actually live, what challenges they face, and how they make decisions leads to stronger strategy and more authentic communication. It shows up in:

  • Messaging that reflects real customer experiences
  • Campaigns that acknowledge real-world context
  • Inclusive representation that expands audiences
  • Brand storytelling that builds emotional connection

Empathy helps brands anticipate needs, navigate difficult moments, and build trust. In a crowded market, trust is one of the few advantages that compounds over time.

3. Collaboration Drives Better Marketing

Marketing does not operate in isolation. It touches sales, operations, product development, finance, HR, and executive leadership. The best marketing organizations today operate with a collaborative mindset, bringing different perspectives into the strategy and aligning teams around shared goals.

That collaboration leads to:

  • More integrated campaigns
  • Clearer communication across departments
  • Better aligned KPIs
  • Stronger agency-client partnerships

When marketing is connected across the organization, it becomes more than a function. It becomes a true growth engine.

4. Brand Equity Matters More Than Buzz

The pressure for viral moments and quick wins is real. But sustainable brands are not built on momentary spikes in attention. Strong marketing leadership increasingly prioritizes the long game: brand positioning, reputation, consistency, and trust.

That means:

  • Protecting brand voice and values
  • Investing in credibility and reputation
  • Measuring success beyond impressions
  • Building brands designed to last

In a fast-moving digital world, long-term thinking is a strategic advantage.

The Bigger Lesson

Women’s leadership has not reshaped marketing because of gender alone. It has helped reshape marketing because diversity in leadership expands perspective. When more voices are represented at the table, strategy becomes more human. Growth becomes more sustainable. And brands build deeper trust with the audiences they serve.

At The Marketing Posse, we believe the future of marketing is relationship-centered, empathy-led, collaborative, and brand-driven. Those are not trends. They are the standards shaping the next generation of marketing leadership.

two girls with heart glasses on

Galentines Day Marketing Ideas That Actually Drive Engagement and Sales

/in

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

/in

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

/in

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

/in ,

 

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

/in , , , ,

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

/in , , , ,

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

/in

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!

Big dreams need bold action. If you’re ready to elevate your brand and partner with a team that’s all in, we want to hear from you. Let’s connect and see what we can create together.

Connect

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

Be Social

Read us at:

Big dreams need bold action. If you’re ready to elevate your brand and partner with a team that’s all in, we want to hear from you. Let’s connect and see what we can create together.

Connect

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

Be Social

You can always find us playing on:

Read us at: