Browsing Category

Stories

Think Like the Chef, Not the Waiter

Are you the chef or the waiter? This is a question and a game we play at Crobar with new Account Executives. A very annoying game according to them. But, it is an extremely valuable training technique nonetheless. Being an Account Executive that acts like a waiter is just an order taker. And that’s dangerous. Read More…

Inspiration, Stories

The foundation of all prolific creative thinkers? Making a list.

“Make a list and check it the same time every day. That way, your mind can be free to work and solve problems,” and in my case, create. My grandfather is the one who imbued me with this very wisdom when I was young. And ever since then, I have done exactly that. Not because I Read More…

Stories, Theory

Kids Aren’t Kids Anymore: Marketing to Generation Z and Millennials

“Kids aren’t kids anymore,” said our client, the president of a manufacturer. We were discussing a business category that is vanishing. There are no longer kids… at least as we once knew them. I know what you’re thinking, and yeah, it’s over the top. But, for a good reason. We all need to go to Read More…

Process, Stories

With the right team, you can make SEO beautiful

Recently, we gathered around our conference table to discuss steps to improve our client’s website SEO. It was a large meeting: the Marketing Director, Marketing Manager, Web Manager, Merchandiser, Creative Director, Account Executive, Creative Writer, Social Media Writer, Senior Programmer, Project Programmer and me. I was reminded that with the right team you can make SEO beautiful. Read More…

Areas of Expertise, Golf Industry, Stories

Creating a successful marketing campaign for the golf industry

Marketing to the golf industry and creating a successful campaign is not hard! PLAYING golf is hard! My buddies and I say “Oh well, golf is hard” when one of us is in trouble. Like behind a tree. Wait, the double hit trick will get around the tree now. It isn’t like basketball where there Read More…

Inspiration, Stories

Never give up improving your marketing communications

It’s easy to say you will never give up improving your marketing communications. But, unless you have processes in place you will be stuck in place. Throughout my career, I have sought out successful individuals who have mastered their processes. Below is one of my favorite ways to improve — one that we employ on a Read More…

Areas of Expertise, Contract Market, Stories

A workplace wellness program for hoomans

“Please put a dog in a room scene.” I go way back with the person I was speaking with – two different contract companies back, in fact. Now we both work for the same manufacturer, she as a sales rep and I as the agency creative helping to launch products. She was and is still Read More…

Areas of Expertise, Commercial Vehicles, Stories

Use emotion to soften metal

The clicks of the shutter seemed to go on forever. I was sure I counted more than 36 frames. Not long ago before digital photography had perfected the film look you could buy 12 or 36 exposure film. I wasn’t sure what this photographer from Boston was using because he had exceeded the limit. Our Read More…

Areas of Expertise, Home Furnishings, Stories

Your advertising agency should leverage Instagram marketing

Early in my advertising agency days, I remember whipping out my first generation Palm PDA (personal digital assistant) to check my schedule. It was around the time the agency I was working with was spitting out “furniture circulars.” For those that have no idea what I am talking about, circulars were sales flyers co-oped with Read More…

Areas of Expertise, Golf Industry, Stories

Reinvent your company, add a Lifshitz

The golf industry is filled with manufacturers that struggle to stand out in the market and with their customers. SELL, SELL, SELL they yell. Like FORE on a golf course, it is a signal that someone could get hit… usually the marketing director and the ad agency. I remember reading an interview many years ago Read More…