Month: December 2011

First Steps to Media Planning By REFUGE Team

Posted on December 27th, 2011 Categories: Marketing

Planning a media campaign can be tricky business, mainly because of all the steps that need to be integrated into the process before releasing it into the midst of an environment with seemingly uncontrolled factors. For all the focus groups and pre-launch testing, sometimes investing money in media campaigns can be a very risky venture.   However, well-planned efforts can mitigate some of this risk. A media plan requires setting objectives, developing an implementation strategy, identifying channels for implementation, and finally, evaluation of these strategies.       Each of these four steps can develop into a separate discussion, but (more…)

Measuring “Social” Engagement By REFUGE Team

Posted on December 21st, 2011 Categories: Social Engagement

Perhaps one of the more elusive concepts related to metrics in the Web 2.0 world is gauging engagement. How do we determine whether people “Like” us enough or not? How do we try and understand whether the buzz being created about our brands is directly leading to higher sales? Of course a profit margin is the bottom-line; however, since customers drive them, are intangible factors like emotions important?   The answer to the last question is an unequivocal “yes”.  While they’re difficult to measure and we can’t gain an absolute understanding of all human behavior, we can certainly establish infrastructures (more…)

Mobile Advertising Trends to Come By REFUGE Team

Posted on December 14th, 2011 Categories: Mobile Advertising

Remember the 3 L’s of marketing? The most important tenet of them all? “Location, location, location!” There was a time we heard that phrase being chanted from the rooftops of all the skyscrapers in New York City. Then came the advent of the digital age and Web 2.0, and suddenly we were swept over by banner ads, click-throughs, digital ROI’s, SEO and Google rankings.                Just when we were getting used to the new lingo, we began dancing with business in the Social Media arena (read: Foursquare check-ins). Now, a business isn’t complete if (more…)

Stretching Your Marketing Budget By REFUGE Team

Posted on December 8th, 2011 Categories: Marketing

Too often businesses think of marketing as an additional expense that eats away at their budget limits. Nothing could be farther from the truth. Marketing isn’t an unnecessary evil – it’s an investment into the future of your company. It’s the portal that allows you to understand your consumer base BEFORE you begin to target them with your product.   However, we will agree that marketing budgets can skyrocket in the blink of an eye. And we all need to watch how we spend our money in these trying times. Yet, with every other aspect of the successful entrepreneurial venture, (more…)

Customer Service in a Connected Era By REFUGE Team

Posted on December 1st, 2011 Categories: Marketing

Are you looking for happier customers? We all are. And in this hyper-connected world with people seeking instant-gratification, happy customers are five times more likely to “spread the love” if they’ve had a positive interaction with you. Which means that word-of-mouth advertising has turned the tables on dispersion of negative feedback. This is the good news.   Getting there, however, requires a little bit of work. 1. Speed! Waiting two weeks to answer a question is officially a thing of the long lost past. Research has show that most people interacting with social media expect a response between 10 minutes (more…)