Bai CMO Michael Simon says that the brand has been in the process of moving its creative in-house over the past few months and that the department now has between 20 and 25 staffers. After producing its own Super Bowl spot with Chief Flavor Officer Justin Timberlake this year, Bai also developed a series of short documentaries in concert with Tribeca Studios called "Unbelieve" about people who, like the coffee-fruit-based drink, defy the odds to succeed.
Bill Atkinson zeros in on the need for young PR professionals to learn about the industries in which their clients are involved. Relentless investigation means knowing more about the business than your clients to avoid mistakes when representing them, he says of the need to develop a deep understanding.
Houston iPhone Screen Repair now accepts bitcoin as a payment option for its wireless repair services. The move gives customers more payment options and keeps the company "on the cutting edge of tech trends," owner Jamee Weber said.
Argonaut's latest spots for Credit Karma show people in frightening situations before explaining that users can relax thanks to the brand's service offerings. The spots are airing on CNN, MTV, TBS and Comedy Central.
Some observers are disappointed in the pace of growth in e-commerce through mobile devices, but transactions tell only part of the story, writes Patrick Kulp. Two-thirds of online retail traffic, for example, is mobile -- even if consumers are more likely to actually buy and spend more via desktop.
Engagement Labs has placed Heineken at the top of its list of alcohol brands with the biggest social impact, according to a proprietary metric called TotalSocial that measures conversation drivers online and in real life. Rounding out the top five beverages on the list were Jack Daniels, Budweiser, Bud Light and Corona.
Respond to prospects' concerns about budget and cost by emphasizing how your product can boost their revenue, and answer questions about competitors by selling the unique benefits of your brand. Back up claims with evidence and statistics, and focus on the support your company will give with implementation.
Don't be afraid to share the figures behind your value-based pricing strategy with prospects, since transparency builds trust and gives buyers clarity. Don't confuse value with cost, and always ensure that values identified are those shared by your customers.
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