Category Archives: Articles

Building Trust in a Digital World

Top industry leaders know that trust is the cornerstone of business development. As society grows increasingly dependent on digital communication, however, establishing trust with prospective customers seems harder to earn. How exactly can a company gain trust in an online world where breaches in cybersecurity and online scams make headlines? Despite the challenges for businesses, … Continue reading Building Trust in a Digital World

Ignite Your Business™ Podcast: Don DePerro, president and CEO of the Columbus Chamber of Commerce, talks Columbus business

GREENCREST CEO and chief strategy officer Kelly Borth sat down with Don DePerro, president and CEO of the Columbus Chamber of Commerce, for an episode of the Ignite Your Business™ Podcast to have a conversation about Columbus business, how it’s grown, and where it’s going. Kelly Borth (KB): What do you think it is about … Continue reading Ignite Your Business™ Podcast: Don DePerro, president and CEO of the Columbus Chamber of Commerce, talks Columbus business

Advertising Frequency: Finding the perfect balance

There’s no magic formula for calculating the perfect advertising frequency.  However, industry rules of thumb can be used as a guide to assist in planning a campaign. Know Advertising Frequency Standards Current industry opinion  on advertising frequency says that five to seven ad impressions will have impact and up to 11 ad impressions will call … Continue reading Advertising Frequency: Finding the perfect balance

Win press coverage with a media relations campaign

An ongoing media relations campaign is the best approach to secure repeated media coverage in a variety of outlets. A strategic media relations campaign targets your company’s current and prospective markets. This will position you as an expert in your industry. Earn a Reporter’s Attention In media relations, your news is at the discretion of … Continue reading Win press coverage with a media relations campaign

ROI & ROO: How to measure your marketing spend to get the best of both

By Kelly Borth, Chief Strategy Officer at GREENCREST In nearly every marketing conversation, I am asked how to measure return on investment (ROI). It is a fair question, but the answer is not always simple to address. ROI and equally important return on opportunity (ROO), are measured differently for most companies and are calculated on … Continue reading ROI & ROO: How to measure your marketing spend to get the best of both

Media relations and new media — what’s different and what isn’t?

Media relations opportunities have greatly expanded. With nearly all publications having a print and online version of each issue, e-newsletters that get distributed daily or weekly, blogs and information repositories on the websites, a reporter’s need for quality information to share with his or her readers is insatiable. What hasn’t changed is a reporter’s desire … Continue reading Media relations and new media — what’s different and what isn’t?

Communication plans are key to a successful merger or acquisition

A merger or acquisition is a sensitive process for all parties involved. Misinformation can abound, egos can be bruised, and business relationships can be damaged. One major cause of problems for companies entering a merger or acquisition is rumors and misconceptions that are allowed to run rampant through all levels of employees and stakeholders, as … Continue reading Communication plans are key to a successful merger or acquisition

ALIGNING BRAND AND CULTURE: How investing in culture drives brand delivery and customer satisfaction.

                  Obtaining perfect alignment of culture and brand is a moment in time—the gauge is a moving target, and like a pendulum it sways to the left and right continuously. The point is, once you achieve what feels like the perfect balance, it shifts. Maintaining a culture … Continue reading ALIGNING BRAND AND CULTURE: How investing in culture drives brand delivery and customer satisfaction.

How to drive customers to action through the persuasive power of narratives

            Storytelling is the hottest trend in marketing today, and it’s no wonder. In a world that is moving at the speed of sound, it is nearly impossible to get your message heard. To do so takes imagination, creativity and enchanting your audience in a way that draws them in … Continue reading How to drive customers to action through the persuasive power of narratives

Why what worked in 2008 is no longer applicable in 2013

As the economy slowly recovers, you need to adapt to the times when marketing your products and services. What worked in 2008 no longer applies in 2013. It’s a new game, and the few businesses doing it right are driving conversation, engagement and loyalty — and winning new business. It is not about abandoning what … Continue reading Why what worked in 2008 is no longer applicable in 2013

How to ensure everyone knows your name so prospects are already familiar with you

Building a strategy to earn name recognition in the marketplace is more complex today than ever, and increased competition breeds more choices. The Internet feeds prospects’ desire for 24/7 access to information and, at the same time, has changed the face of publishing. Email provides messaging directly to someone’s personal mailbox. Smartphones connect us around … Continue reading How to ensure everyone knows your name so prospects are already familiar with you

How to get your sales efforts to stand out with a strategy and effort to be memorable

                    The ability to articulate your message of differentiation or value proposition is half the battle in getting prospects to understand what you have to offer that the other guys don’t. The other half is getting noticed so that your message gets the appropriate attention and … Continue reading How to get your sales efforts to stand out with a strategy and effort to be memorable

How to analyze certain factors to see if your marketing offers all that it should

According to Wikipedia, “bang for the buck” is an idiom meaning the worth of one’s money or exertion. The phrase originated from the slang usage of the words “bang,” which means excitement, and “buck,” which means money. My “best bang theory” is that for companies to take advantage of and benefit from a best bang … Continue reading How to analyze certain factors to see if your marketing offers all that it should

How the right structure pays off for supporting a cause or organization

I love sponsorships, and if structured right, they can be one of the most strategic marketing partnerships for your company’s new business development efforts. I have used sponsorships as a part of a successful marketing strategy for years. Here are some of the most important lessons I’ve learned as well as tips to get the … Continue reading How the right structure pays off for supporting a cause or organization