Marketing

In craft-beer marketing, absolutely crushing it

By GREGORY ZELLER // For just about every commercially available “craft beer” – some counts now tally 7,000-plus microbreweries across the nation – there’s an “official competition” naming the tastiest, stoutest, chocolatiest, most aromatic, most derivative of boysenberry and so forth. But a competition that salutes the best in craft-beer marketing? We’ll drink to that. So raise a pint to the Craft Beer Marketing Awards, an inaugural event intending to honor the top packaging and…

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Got a minute? They’ll build you a marketing plan

Advertising veterans Ron Greenstone and Chris Nehlen have teamed up on a new agency that plans to eschew long-term branding campaigns and in-it-for-life retainers in favor of fast, affordable, high-impact marketing for small to medium-sized companies. And then they leave you. “We’re trying to engage clients, not marry them,” said Greenstone, who built the Island’s largest agency from one-man shop to $100 million in billings with such clients as Avis, Nikon and IBM, before retiring —…


The great disconnect on trust and credibility

By DAN BOWEN // In the B2B marketing world, nothing is more important than trust and credibility. All the website optimization and responsive design in the world means nothing without these two basic human components. Buyers seek it out in all corners of vendor websites and vendors go to great lengths to convey it. Somewhere in the middle is the undeniable power of content. Content is often labeled the most important asset to impact the…


Lyss Stern and the power of the ‘word of mom’

By GREGORY ZELLER // Lyss Stern was a decade ahead of her time. Twelve years ago, the Woodmere native was a new mom facing the issues new moms face: isolation, professional limitations, unprecedented responsibilities, the loss of self. Unlike today, online resources for rookie mothers were sparse, and Stern – a Syracuse University graduate with a master’s in communication from NYU – felt trapped. She also felt inspired. Sensing a meeting of need and opportunity,…


Eye to eye with Tony the Tiger

By DAN BOWEN // It’s a fact: Kids love cereal. The sweet and satisfying crunch, paired perfectly with a large splash of milk, is enough to get even the laziest of children out of bed in the morning. Parents love cereal, too – the fiber and whole grains offering a fair compromise to the sugar content. And of course, marketers also love cereal – the $10 billion U.S. breakfast cereal market is an easy win for…