By Ken Gasque Is selling beer and coffee all that different? I don’t think so. Since Starbucks is the largest retail coffee seller in the country maybe it would be a good idea to take a look at what they are doing and how they are doing it. Branding Know your customer! – Take the time … Continue reading “Take a lesson from Starbucks”

By Ken Gasque “The human race built most nobly when limitations were greatest.” – Frank Lloyd Wright. I think this applies equally to marketing and advertising. Any fool can take a budget of $2,000,000 and create a great campaign…well maybe not, because I see some very stupid and annoying advertising being produced by some very … Continue reading “Don’t underestimate the power of a sticker”

Insight and Marketing Positioning When you hear the name Mercedes Benz what do you think? High end luxury not to be confused with Kia. Mercedes’ brand statement is “The best or nothing.” What do you want your position to be? Positioning and pricing are the two most important marketing decision you will make in developing … Continue reading “How to create a brand with a product that is not distinguished by taste, smell, touch, or appearance?”

Holistic health coach and entrepreneur Candice Berthold of The Olive And The Grape first began printing on a Primera inkjet roll label printer 12 years ago when she decided to bring label production inhouse. Today, she is still using her Primera LX800 and Primera LX810 printers, but her label suppliers have changed over the years … Continue reading “Specialty Foods Retailer Prints Own Product Labels”

If you are on the fence about whether it makes good financial sense to print product labels in-house, there are benefits to consider about custom printing labels with an inkjet roll printer such as Primera or Afinia. You have the control. When printing labels on your own equipment, you control the quality, printing schedule, and … Continue reading “The Benefits of Printing Product Labels In-house”

Deciding whether it makes financial and business sense to print product labels in-house on an inkjet roll printer or send them out to a custom printer to handle for you, is an important step in the health of your small business. You may be (a) making an initial decision about printing labels for a new … Continue reading “Is It Time to Print Your Own Product Labels?”

Some businesses have a need for labels that will last through rain, shine, sleet, and snow. If you are in a business such as landscaping supply; garden center sales; masonry products; lab product supply; an entrepreneur providing personal care products like shampoo and body wash; or a small company bottling food products such as sauces, … Continue reading “Choosing Weatherproof Labels that Last”

Sales may have been rolling in at a steady clip during the year, but the holidays can throw entrepreneurs into disarray if careful planning doesn’t precede the surge. The holiday rush is not a bad thing for business, of course, but don’t let it become a stumbling block to maintaining a fast-flowing fulfillment process. Proactively … Continue reading “Streamline Product Labeling Before the Holiday Scramble”

Out of all the assets your company owns, or will come to own, none may be as important as your logo. It’s the defining feature of your company, helping consumers recognize your company when they land on your website, download your app from the app store or pick up one of your products at the … Continue reading “Breaking Down Logo Copyrighting”

Whether you’re selling cans of soup or a new line of haircare products, your logo will be the first point of contact between your company and the customer. It’s like stuffing the entire story of your company into a jar. One look at your product labels and the customer should know who you are, what … Continue reading “The Most Important Aspects of a Logo”

Regardless of if you’re a small business practicing self-fulfillment or have partnered with a logistics company to relieve some of the shipping burden, you know how important a lean yet well-oiled fulfillment strategy is to your brand. Consumers have high expectations—studies show that Amazon has had an undeniable impact on the consumer’s expectation for quick, … Continue reading “Get Your Shipping Costs in Shape: 15 Ways to Trim Your Fulfillment Budget”

From funny tweets to guerilla marketing campaigns gone viral, 2017 was an impressive year for creative marketing. We saw Wendy’s vie for chicken nuggets, Patagonia save public lands and American Express master content creation, all for the sake of brand promotion. The best marketing strategies of the year fall into four primary categories: content marketing, … Continue reading “2017 Review: 15 Companies with the Most Creative Marketing Strategies”

The holidays are the best time of year to give back to charity. The season of giving should encourage you to reflect on your good fortune and express gratitude for the bounties of your life. Healthcare charities are a particularly popular sector for those who are looking for great ways to give back this time … Continue reading “Top 12 Healthcare Charities Making a Difference”

Start-ups are, by definition, disruptive in some manner. They’re the businesses thought up by the crafty thinkers and entrepreneurs who want to solve a problem. So, it’s no surprise that the early-stage entrepreneurs behind the most disruptive companies have some of the most unique branding ideas. Think of TOMS Shoes’ philanthropic angle or Patagonia’s commitment … Continue reading “Start-up Spotlight: The Dos and Don’ts of Branding”

A marketing strategy is only as good as the audience to which it caters. If you’re able to identify your target audience by a single or group of characteristics — age, gender, location or education level, for example — you can get more out of every single marketing dollar you spend. That’s because more targeted … Continue reading “Nailing Your Marketing Scheme for Various Demographics”