Posts tagged “marketing

Measuring What Matters

Posted on February 27th, 2015

When it comes to the metrics that measure the efficacy of public relations, social media and content marketing, we have all fallen into the trap of reporting what’s easy, instead of reporting what matters. We like big numbers, and “hockey stick” charts. We have been conditioned to define and defend our work through quantitative measures, instead of qualitative ones. More impressions. More coverage. Bigger communities. Numbers at any cost. But the fact that impressions, press coverage lists, and Facebook page likes are still viewed as industry standard KPI reflects, and I’m paraphrasing Moneyball here, an imperfect understanding of where ROI comes from. Let’s be blunt. “Impressions” are the emptiest metric there is. “Impressions” are potential eyeballs, that’s it. It’s the equivalent of magazine circulation.…

Marketing: The Song Remains The Same.

Posted on March 26th, 2014

The more marketing changes, the more it stays the same. Or, as the Talking Heads would say, “same as it ever was.” Earlier this week, I gave a talk in an International Marketing class at Boston University’s Isenberg School of Management taught by former Reebok colleague + good friend, Pat Hambrick. Preparing for Monday morning’s class (MK 467 for those who sweat the details) by reading the syllabus (there’s a first time for everything)  I realized that I had taken the exact same class during my fun-filled stay at Villanova’s School Of Business over 25 years ago. Once I got over the bustle in my hedgerow about my age, it struck me that so much has changed in marketing over the past 25 years – yet…

Breakaway profile in Boston Business Journal.

Posted on July 7th, 2013

We love being a part of the business and VC community here in Boston. The city is bursting with opportunity, and it’s exciting for us to be surrounded by so many brands and people that are pushing the envelope. Boston does indeed know how to “do consumer.” Two of our head-honchos Dennis Baldwin and Scott Maney recently had the chance to sit down and talk shop with Kyle Alspach from Boston Business Journal, and share some updates about our creative work, as well as our plans to ramp up a new capital fund in the fall. Breakaway Innovation Group expects to begin raising a new fund of at least $50 million in the fall, says CEO Dennis Baldwin. You can read the full article here. Share this:Email

Everything is social, whether you like it or not.

Posted on March 5th, 2013

The ubiquity of social media and mobile technology has rendered everything we do, think, eat, wear, read, watch or itch a social event. Your lunch. The movie. The packaging. Customer service. That rash that won’t go away. Technology has shifted not only the ease of sharing, but also the norms. It has become instinct for most of us now to create a realtime narrative about minutia. The store is too cold. My waitress is hot. We are a culture of share-everything, which means social media can’t be kept in a box. You can’t control what is shared, anymore than you can control what is said. Social sharing happens whether you want it to or not. Whether you planned for it or not. Whether your…

Don’t Just Stand There, Bust a Move.

Posted on October 2nd, 2012

The massive success of 50 Cent, Kanye West and P Diddy should leave little doubt that rappers are some of the best marketers and businessmen on the planet. Decades before 50 Cent cleared 100 million off Vitamin Water, Run DMC made adidas relevant and revived the stalled career of Aerosmith while leveraging their fan base to crossover to the mainstream. And at the turn of the millennium, independently distributed white rappers like Aesop Rock, El-P and Slug rode the train tracks laid down by the Beastie Boys to re-invent hip-hop and the recording industry, and pocketed six figure incomes while owning 100% of their publishing rights. Jay-Z said it best, “I’m not a businessman, I’m a business … man.” Good advice comes from the…