The Future of Multi-sensory Marketing: Tapping into Our Five Senses

Our senses are what connect us to the world. They are the tools we use to pick up cues, trigger an emotion and make decisions.

As a lover of all things unique, I am conscious of the ways I use all of my senses to understand the world around me—and how brands are tapping in to them to connect with me.

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The Field Guide to Online Influencers

The CMO Club regularly brings marketing executives together in a forum that encourages knowledge exchange and networking. I had the pleasure of attending the 8th annual CMO Club Summit in New York City where I led a roundtable discussion about the ever-evolving ecosystem of influencers and bloggers in today’s marketing landscape. Participants asked questions and shared experiences related to influencer identification, tactics, challenges and disclosure in a lively guided, but open discussion.

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Rules of Engagement for PR Disruption

More than 11,000 people and 650 startups recently attended the Collision Conference in New Orleans, making it the fastest growing tech conference in the U.S.

A standing room only audience attended the Marketing Stage panel, “Using PR Disruption to Break through the Clutter,” moderated by our Marcus Peterzell, EVP of Entertainment, Ketchum Sports and Entertainment. Panelists included: Jon Swartz, San Francisco Bureau Chief for USA Today; Gregor Perotto, Senior Director of Corporate Marketing & Communications for DocuSign (*client); and myself.

Most of the startups in attendance were early-stage so they needed to know how to be disruptive in the most cost-effective way, but many of our recommendations are relevant to companies of all sizes and budgets looking to maximize the impact and ROI of their PR efforts.

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What I Learned From 150 CMOs

The Spring 2016 CMO Club and Inspiration Summit, a two-day gathering of CMOs in New York, was the perfect venue to gain perspective and learn from some of the world’s top marketing leaders. They shared their ideas, concerns, visions and amazing personal stories. But beyond the tremendous shares, there were many intimate and informal mind-melding, brainstorming breakout sessions. It was an amazing environment to humanize brands by seeing them in a unique, neutral environment.

My insights coming out of the summit served as subtle reminders to step back, realize we know what we’re doing, and share similar visions for growth in this digital transformation landscape.

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Mothers Know Best!

My mom & me!

The most persuasive communicators early in our lives are often our mothers. In honor of Mother’s Day, I compiled some words of wisdom from a collection of my favorite fictional and real life mothers—who have always made me smile and clearly know how to communicate well…

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Women Are the Currency of Success

I just returned from the 12th annual M2W (Marketing to Women) Conference in New York. An always-inspirational event, this year’s presentations, speakers and content were particularly motivating as a more global pool of voices shared their passionate perspectives on topics ranging from female entrepreneurship to the portrayal of women on advertisements.

With Mother’s Day just around the corner, I thought I’d call out three key takeaways from M2W that are particularly relevant to moms, and the marketers who are trying to connect with them (click to tweet).

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5 Simple Ways to Build Measurement and Analytics Competence

As Seen In… PRSA

Measurement and evaluation have become pressing issues for the PR profession. Whether this is due increasing client demand or internal motivation, demonstrating tangible value of PR efforts has never been more important.

As a result, data and analytics skills are becoming just as important as writing and problem solving to succeed in PR. But numbers can be intimidating. As an assistant professor of public relations, I meet students every day who are reluctant to learn analytics because they find it “too complicated.” But it doesn’t have to be (click to tweet).

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Reputation by Permission | HealthCare: Earning Permission to Operate

Two of the largest healthcare trade associations in the United States recently launched advertising campaigns in an attempt to improve the industry’s reputation.

Popular opinion seems to hold that healthcare’s reputation is a bit tarnished. And yet this is happening at a time when the industry (the Pharma sector in particular) is delivering truly impressive new medicines that address some of the most serious illnesses of our time.

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How to Identify the Right Influencers: The 4S Filter

75% of communications professionals say identifying relevant influencers is their biggest influencer marketing challenge. For good reason: Identifying the most appropriate influencers at scale is a blend of PR skill, collective experience and technological acumen. To help enhance your influencer marketing efforts, I have created a “4S filter” to make the process of finding and choosing influencers a bit easier (click to tweet). This influencer identification filter breaks the process down into four core elements:

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Rediscover an Overlooked Hotbed of Creativity: The Library

I was a terrible employee at my first job – but for all the right reasons. I was 17, and my favorite place on earth was the public library. In retrospect, assigning me to shelve recently returned books deep in the stacks was like hiring the proverbial kid to watch the proverbial candy store – I knew better, but I just couldn’t stop consuming on the job.

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