always on our minds

Sun, sand and kids who love to learn

March 12, 2015 By: Renee Bolz

When we first started working with The Bishop’s School in La Jolla, CA several years ago, we were struck by

When we first started working with The Bishop’s School in La Jolla, CA several years ago, we were struck by how unique the place really is. Bishop’s is an independent school for 6th-12th graders with a really rigorous academic program, and a student body filled with kids who are truly passionate about learning. There are athletes being recruited by Ivy League colleges, middle schoolers inspiring the school to create specialized programs, and 14-year olds establishing non-profit organizations. It’s amazing to hear about what these kids are doing! But one of the things that makes Bishop’s most special is how “normal” these uber-smart kids are. They’re thoughtful, curious and kind. They’re civically-minded and multi-dimensional. And they like to have fun with their friends, just like everyone else. Today Bishop’s is mailing out their acceptance letters for next fall, and they’ll be...

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How marketers learned to sell more lettuce and why it matters

January 21, 2015 By: Heather Ward

A few years ago, I had the opportunity to attend a talk at the Harvard Business School given by Ranjay

A few years ago, I had the opportunity to attend a talk at the Harvard Business School given by Ranjay Gulati, and I learned something about marketing that I’ve never forgotten. Gulati’s research at the time focused on the difference between an outside-in (customer-centric) approach and an inside-out (product-centric) approach. In order to explain his case for the outside-in approach, he used the example of lettuce manufacturers who kept trying to improve their product by asking about where people would prefer to buy it or how much they’d pay for it. One day, they took a step back and asked their customers about how making and consuming salad fit in with their busy lives. By shifting the question away from the product and understanding the larger context of people’s lives, they discovered that people wanted to eat more salad but...

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Nice To Meet You, Let’s Get Married. Now.

July 24, 2014 By: Rob Waldeck

Marketing automation tools, like HubSpot or Pardot, can be a powerful and effective way to nurture prospects and turn them

Marketing automation tools, like HubSpot or Pardot, can be a powerful and effective way to nurture prospects and turn them into clients. But, in order for them to work, you need to infuse humanity into the technology. You need to act like a real person reaching out to another real person, and not software contacting a computer. Just today in my inbox I had two examples of what not to do. One email came from a marketing consulting firm noting that I had opened a previous email and therefore must be interested in their company. Well, I did open an email, but I open every email and that includes lots of emails I’m not interested in. The other email was from an SEO company whose site I had visited and downloaded some information. While I do appreciate the follow-up, I...

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Beer is love

April 23, 2014 By: David Abend

Unlike a lot of the people coming into Denver, I was not looking for some late-season runs at Snowmass (or

Unlike a lot of the people coming into Denver, I was not looking for some late-season runs at Snowmass (or an ounce of Critical Mass at a local cannabis shop, for that matter). I was here for another kind of obsession: beer. I was not alone. More than 9,000 people were expected at the Colorado Convention Center for the 31st annual Craft Brewers Conference. And, since one of our clients, Haas, is the largest distributor of hops in the United States, I was, of course, “obligated” to attend. The show was all I had hoped it would be. I got to see all the raw ingredients that go into brewing beer. I was coached on the proper way to smell hops. (You put a pile in your open hands and then rub them together until you feel the heat. Then...

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Let’s Talk

June 28, 2013 By: Holland-Mark Team

No really. Let’s talk. Not about our customers. Not to our customers. But WITH our customers. In the past, consumers

No really. Let’s talk. Not about our customers. Not to our customers. But WITH our customers. In the past, consumers had a need, found a product to match that need, then went away to maybe, just maybe, be seen again. But now customers don’t want to leave you, as a brand, hanging. They want to keep the conversation going. They want (just as much as you want them to) to become a loyal customer. They want to rave about your product or service in a Tweet, in their Facebook status, or when they actually pick up the phone and chat with a friend. They also want to complain about your product or service in a Tweet, on Facebook, or when chatting with a friend. And oftentimes, they are doing far more of the latter. Banks tend to have low Net Promoter...

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