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Areas of Expertise

Areas of Expertise, Golf Industry, Stories

Creating a successful marketing campaign for the golf industry

Marketing to the golf industry and creating a successful campaign is not hard! PLAYING golf is hard! My buddies and I say “Oh well, golf is hard” when one of us is in trouble. Like behind a tree. Wait, the double hit trick will get around the tree now. It isn’t like basketball where there Read More…

Areas of Expertise, Contract Market, Stories

A workplace wellness program for hoomans

“Please put a dog in a room scene.” I go way back with the person I was speaking with – two different contract companies back, in fact. Now we both work for the same manufacturer, she as a sales rep and I as the agency creative helping to launch products. She was and is still Read More…

Areas of Expertise, Commercial Vehicles, Stories

Use emotion to soften metal

The clicks of the shutter seemed to go on forever. I was sure I counted more than 36 frames. Not long ago before digital photography had perfected the film look you could buy 12 or 36 exposure film. I wasn’t sure what this photographer from Boston was using because he had exceeded the limit. Our Read More…

Areas of Expertise, Home Furnishings, Stories

Your advertising agency should leverage Instagram marketing

Early in my advertising agency days, I remember whipping out my first generation Palm PDA (personal digital assistant) to check my schedule. It was around the time the agency I was working with was spitting out “furniture circulars.” For those that have no idea what I am talking about, circulars were sales flyers co-oped with Read More…

Areas of Expertise, Golf Industry, Stories

Reinvent your company, add a Lifshitz

The golf industry is filled with manufacturers that struggle to stand out in the market and with their customers. SELL, SELL, SELL they yell. Like FORE on a golf course, it is a signal that someone could get hit… usually the marketing director and the ad agency. I remember reading an interview many years ago Read More…

Areas of Expertise, Golf Industry, Stories

A lesson in self-inflicted wounds

My friend is going through a rough period with his golf game. He is a low handicapper with a great short game. For the last five months, he has lost all confidence off the tee. He is a spirited fellow (he has been known to throw a club) that likes to play competitively. He has Read More…

Areas of Expertise, Commercial Vehicles, Stories

Cup holders are people too

“The brakes are new, and we need to include them. Our cup holders are deeper. The cabin is larger. The pedals are corrected. You know we got dinged about our pedals the last launch. We really need to talk about everything.” For the most part, the above is a faux quote, but it is the general gist of most Read More…

Areas of Expertise, Contract Market, Stories

You are not on their to-do list

Throughout my career, I have interviewed hundreds of designers across the United States. And every time I am reminded how little space there is for our clients in their already design-packed minds. Think about it, designers are preoccupied with millions of variations of colors. Patterns. Textures. Then there are hundreds of manufacturers, i.g. Floor coverings, Read More…

Areas of Expertise, Home Furnishings, Stories

We are all married to style influencers

My wife turns to me and says, “It’s all starting to look the same.” We were shopping for furniture inside the world’s largest home furnishings retailer, and I too was starting to feel the same way. I have been a marketer in the home furnishings industry for most of my life. I am still amazed Read More…