“Every Baby Needs A Name” I was fortunate to spend quality time in Boston this past summer, and it was great to see an entire city embrace its historic role in the birth of our nation. Walking Boston’s Freedom Trail, I was reminded of the key people and events that shaped our country’s early days. At Boston’s Old City Hall, …
insight and flexibility are keys to the year As we step into 2023, there is an uncertainty looming, highlighted by discrepant forecasts for the year. As 2023 begins, worker shortages continue, as does high inflation, the Russian war in Ukraine, and the ever-present domestic political drama. While consumer spending is robust, fears grow that we’ll talk ourselves into a recession*. …
Manufacturing Brings Great Jobs to Communities
Historically, B2B sales and marketing strategy has been based on the funnel model: awareness constitutes the wide end of the funnel, gradually narrowing down to consideration, then intent, then, finally, conversion (a sale). However, the digital age has seen the increased adoption of account-based marketing (ABM), an approach in which sales and marketing teams work together to identify and target …
By Scott Dieckgraefe, Studio/D Founder and President It’s often been stated that, “there’s no such thing as bad publicity,” and a recently released study appears to back-up this claim. Seth Arenstein (an author with PR News) cited an Onclusive study in June 2022 that found negative portrayals of brands actually drove greater website traffic than positive stories, seeming to affirm …
Marketers use audience segmentation to help refine messaging
Ted Turner understood content and how it shapes opinions. In 1990, he banned the word “foreign” from CNN newscasts, stating that the word implied something unfamiliar, misunderstood, or divisive. He recommended using “international” in its place to denote a sense of unity. In the intervening 32 years, the news media has become increasingly polarized, using these sorts of nuances to …
Marketers often talk about the buyer’s journey, those steps that a potential customer takes as they move from awareness, through consideration, to a final decision, and to (hopefully) becoming a brand advocate. These four key steps can be further broken down to include aspects specific to a particular industry or market, but the core principle is the same: prospects move …
By Scott Dieckgraefe, Studio/D Founder and President I’ve always appreciated how great architects think in 3-dimensional space, visualizing how one action interacts with other elements that are behind walls or on other floors. I have the same appreciation for talented chefs who pair flavors, textures and aromas to maximize impact and appeal. Each artist understands how one aspect of their …
Letter to the Editor: St. Louis Post-Dispatch (dated December 9, 2021) Now more than ever the St. Louis region needs the fruits of our community colleges. The recently passed Prop R offers an opportunity to properly educate and train tomorrow’s workforce for our region’s major employers, including well-paying careers in manufacturing and trades. While an Oct. 21 report from the …
