Advertising Analytics Email Marketing SEO Social Media Uncategorized

Corporate Responses: Proactive vs. Defensive

As a brand having a social media presence is necessary in order to stay relevant. The point of social media is to start a conversation. The saying “all publicity is good publicity” doesn’t always translate well into the online world. Sure people are talking and commenting on your posts, but is this conversation steered the wrong way?

When a company receives these types of negative comments they have a choice about how they would like to respond. One option is to be proactive and try to amend the wrong they did the customer and try to repair that relationship. The other option is to be defensive and prove why you’re right and the customer is wrong.

Here Whole Foods demonstrates how to proactively respond to a customer. Instead of ignoring this tweet or pushing another product on the customer, they offered solutions. By doing this they received a positive response from their customer and strengthened their relationship with their consumer base.

proactive vs. defensive response

An example of an extremely poor defensive response is that of Pigalle, a restaurant in Boston. Unfortunately for Pigalle their horrible mishandling of this situation caught quite a bit of negative press.

Other than the obvious difference in tone between these two responses the big thing we see here is proactive vs. defensive response. The proactive response errs on the side of “the customer is always right”. Whereas the defensive response is aggressive and distasteful. Proactive responses offer condolences and solutions which creates a positive environment for communication flow. Defensive responses deter customers from engaging with the company and ruin their reputation.

Advertising Analytics Email Marketing Fair Trade SEO Social Media Uncategorized

Authenticity and Social Media

A strong social media presence is all about resonating with your audience. Every business is guilty of self-promoting, that’s how they get their name and their product out there. But the magic of marketing is promoting your product without your consumer noticing. Some of the most successful campaigns are the ones that push a message and not a product.

Companies like Aerie with their #aeriereal campaign are proving that being real and authentic promotes your product on its own. The goal of this campaign is to create body positivity and self-love. Instead of editing and filtering models wearing their products like most companies Aerie took a stand against unrealistic beauty standards. By using models and customers of all shapes and sizes to show off their product Aerie doesn’t even need to add a promotion. I think Aerie shows the perfect balance of self-promotion and authenticity by pairing their products with a strong message that motivates and inspires their consumer base.

Aerie Instagram post

As a brand, your goal is to make sales in order to be successful. This doesn’t mean that your social media accounts have to be flooded with products and sales. For popular, already thriving brands, authenticity should become a key player in how they use social media because it’ll grow their fan base and directly impact their sales. Authenticity on social media is more than possible, it’s proven to be sucessful.

The Importance of Being Authentic

Advertising Email Marketing SEO Uncategorized

Is Email Marketing Dead?

Email is no longer the “golden age of marketing” like it used to be. More often than not emails get filtered into separate folders like spam and promotions. Some apps even give you the option to unsubscribe if you haven’t opened a companies email in awhile. If the marketing barely reaches the consumer, what’s the point? Unfortunetly, email has taken away the idivualism of marketing. Instead of sending mail that is geared towards you companies are sending the same mass email to all of their costumers.

Email marketing is not always a dead end. Luckily, many companies have found a way to revolutionize the way they send emails. Previously it was stated that companies lose about 2% of customers each time they send an email, but this doesn’t always have to be the case. Utilizing promotions, discounts, and clever headlines can optimize these remarketing campaigns.

Through the methods described by Larry Kim companies can use these remarketing tactics to reach responsive viewers. The use of ethical data collection allows companies to filter out what type of emails pertain to each costumer. This approach of targeting individuals with specific promotions like, “we see you left something in your cart here’s a coupon”, is proven to be much more effective. By doing this companies cut out the unnecessary inbox flooding mail that generally annoys costumers. Less frequent, more direct, emails keep costumers more engaged. This engagement means they’re more likely to actually open them and take action. These tactics can help increase engagement and revitalize email marketing, making it a worthwhile investment.

Fair Trade SEO

In the Eyes of Starbucks, What is Fair Trade?

Ethical production and trade are prevalent topics in today’s society. However, in the past, major companies have swept their production and trade ethics under the rug, because they know they are not up to par.

Fair Trade by definition is “trade between companies in developed countries and producers in developing countries in which fair prices are paid to the producers” by Oxford Languages. Where fair trade practices are not in place, industrial and agricultural workers in developing countries are often underpaid and overworked, both of which issues are important but often forgotten about from the consumer standpoint. Many consumers overlook the meaning of the term, but with the help of our company Starbucks, we are here to shed some light.

What does a Fair Trade company look like?

A Fair Trade company is very transparent about its trade and business practices. A good example is the popular outdoor clothing and gear company, Patagonia. Patagonia has been introducing fair trade products onto the market since 2014 and is proud to have a big influence on changing workers’ lives for the better.

A good fair trade company also is very passionate about bringing awareness to the working conditions in the developing countries they work with. Patagonia preaches that they pay premiums for Fair Trade Certified products, and that extra money goes directly into a fund for the workers at their factories. This is a practice that needs to be adapted by companies worldwide.

What Fair Trade means to Starbucks

At Starbucks, we now vow to work towards purchasing 100% Fair Trade Certified products from a vetted list of producers by 2020. We have launched our new Fair Trade Starbucks Certified Campaign, which includes a Fair Trade coffee and frappucino option added to our menu, and all 100% of proceeds goes back to our producers that work so tirelessly to deliver our customers a premium product.

Analytics SEO

How SEO Can Get Your Company to the Top

Search Engine Optimization

Search Engine Optimization (SEO) is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results and excludes direct traffic and the purchase of paid placement. SEO is what drives traffic to your website and without proper optimization, it can make or break your business.


One huge reason why a website may not be receiving a lot of traffic is due to its functionality. Many website creators do not factor in the number of mobile users trying to use their website. Websites that are optimized for mobile devices are actually higher in Google’s search algorithm than others which is why mobile functionality is a key to success.