Smoketown Consulting

09/20/2018

Why is great creative work so expensive? Here's a breakdown of typical costs -- including where being prepared can save money.

09/19/2018

Creative agencies can be a 's most expensive decision. Learn three pitfalls to avoid in this episode of Smoketown's . Here's the cheat sheet. Three pitfalls: 1) Misunderstanding the agency's capabilities 2) Lack of a clear strategy 3) Unclear assignment and definition of success Worried that you're in this situation right now? Ping me.

Creative agencies can be a 's most expensive decision. Learn three pitfalls to avoid in this episode of Smoketown's . Here's the cheat sheet. T...

09/18/2018

How do you know if your brand has untapped potential? Here are three signals that your brand is capable of more. Think about whether these are true for you.
1) Your brand sits at the intersection of 3+ consumer trends.
2) Your click-thru-rate is improving, but your conversion rate is stuck.
3) Consumers who are aware of your brand want to buy it in the future -- but aren't buying it today.

09/13/2018

is passionate about brands taking on a big fight in the world. Now the data's in: consumers are passionate, too. Thank you, , for proving the theory.
http://ow.ly/4WaC30lO17Y

09/12/2018

So...you tested two digital ads. One did better. Good, right? Maybe. Learn the pitfalls of testing in this week's episode of #30:1 by Smoketown Consulting.

The Take-Away: Split tests, A/B tests, Optimizely -- these are powerful tools. But if your brand strategy is wrong, you're leaving money on the table no matter what.

09/11/2018

A/B testing can do lots of things, but it cannot tell you when the answer is C.

How do you test the right set of marketing messages? It starts with a clear brand strategy, anchored in empathy for the problem you solve in a consumer's life. Try this tool on Smoketown's website: www.smoketownstrategy.com

Once you understand the consumer problems, you'll identify a wide range of benefit messages to test.

09/10/2018

Even with quant data in-hand, multiple clients are asking themselves the same question this week: "Why?" Here's the reason "why" is the most important question to nail, especially for entrepreneurs. http://ow.ly/OCh930lLlMf

Spoiler alert: Sometimes consumers just don't make sense.

is hard because humans are complicated. So how do and figure out what consumers want?

09/01/2018

I was recently asked if being a B-Corp really matters. I wanted to share my answer... YES! Social enterprises are better positioned to win, with more attractive brands, because of their dual commitment to profit and change. For more: http://ow.ly/bBVE30lDIqW

08/31/2018

Brands that matter make philanthropy a core part of the brand's DNA.