The Booze Bin

The Current State of the Lime-Life

Unless you’ve been living under a rock, you’ve probably caught wind of the current lime shortage. The last few times I’ve sat down at a bar to have a cocktail, I’ve a) heard people complain about lemons in their drink; b) cursed the acidic juice in my hangnail while squeezing the puniest, poorest excuse of a lime wedge; or c) simply received no lime at all. I’ve even seen chefs tweeting their frustration about inflated lime prices. Just one year ago, a 40-pound box of limes cost a mere $25 bucks. Today, the going rate is a $100 – insane! Satiric publications like Slate have kindly guided us with alternative ingredients to use in this dire time.  I’m the first to admit, it’s easy to get carried away commiserating with your lime-less peers, but the cause of the shortage is quite serious, and is linked to the Mexican drug cartel.

LIME MEME

Between a drought, a harsh winter and invasive bacteria, the past season’s lime harvest was just plain bad. Subsequently, cartels saw an opportunity to capitalize on the threatened industry. Gangs hijacked lime trucks, demanded ransoms and imposed obscene…

Bookmark and Share
B2B/Technology

Valuable Content Influences B2B Decision-Making… So Give ‘Em What They Want

Late last month, the CMO Council, in partnership with NetLine Corporation, released a survey highlighting research conducted to understand the online content sourcing and sharing behaviors of B2B purchasers worldwide. The study found that content garnered from trusted sources is crucial to the discovery, qualification and selection of partners and vendors. In fact, a vast majority of business buyers—to the tune of 88 percent—believe that online content plays a significant role in vendor selection. From keeping them current on new technologies to providing strategic insights that shape purchase specifications, respondents overwhelmingly believe that strong content informs their decisions.

b2bcontentmarketingspendWe’re all ears
Marketers are paying attention to this trend. According to the Content Marketing Institute’s recent B2B Content Marketing Study, 58 percent of B2B marketers plan to increase their content marketing budgets over the next 12 months. This accounts for an estimated $16.6 billion annually in content publishing to acquire business leads, influence customer specification and consideration, and educate and engage prospects, according to the Custom Content Council and ContentWise.

Promotional to Pertinent

The key, however, is not just providing content, but rather taking the promotional messaging down a few…

Bookmark and Share
Digital Marketing

Pins, Tweets, and the Law

Cole Haan

While a slew of social media channels have existed for years, many brands still consistently struggle with the balance of effective engagement and traditional push strategies. One popular option for many are sponsored contests and promotions as they allow some level of “control” on platforms that really remain a wild west environment for brands as consumers can easily create a discussion in a very public manner. However, the control offered by promotions that felt like a safer bet for brands changed recently with the first public warning (in the form of a Closing Letter) of a brand by the Federal Trade Commission (FTC) to Cole Haan regarding a Pinterest promotion requiring users to pin images of its products to enter a contest.

The issue for the brand in this case, and for all brands across any social network or site online, is disclosure and transparency of the connection between an activity and the incentivized nature of that action. Would a Pinterest user potentially create a board of fashionable shoes they liked? Absolutely. If the reason for…

Bookmark and Share
Digital Marketing

7 Tips for the Perfect Byline

pen-paperAs online media and traditional journalism roles continue to evolve, the byline has emerged as one of the most effective ways to share a company’s message – particularly in the B2B technology sphere. Technology writers are inundated with pitches every day, and their newsrooms are often understaffed. Rather than spending extra time pitching, following up, arranging interviews and writing media briefs – only to end up at the bottom of their never-ending pile of story ideas – take the bull by the horns! Pitch and write a byline.

Here are seven tips to ensure your byline makes the top of the homepage.

  • Pick the right outlet – Where are your client’s potential customers trolling for new ideas? That’s where you should be writing. Look at your client’s customer personas and step into their shoes. Research where they are they going on the web, and what they are reading. Develop a list of potential outlets.
  • Ask for their guidelines – Most online pubs have a set of guidelines to which your byline must adhere: length, content, headshot, bio etc. Sticking to these guidelines carefully is the first step to success.
  • Choose a noteworthy topic…
  • Bookmark and Share
    Digital Marketing

    3 Content Killers to Avoid

    At some point it happens to everyone. You’re developing content and more content and it hits you – is anyone even listening? Constantly developing new content can sometimes feel as if you’re running in circles. Don’t let your content collapse from exhaustion! Instead plan and develop content that stands out and keeps your audience interested by avoiding these three content killing approaches:

    Strategerization. Strategies don’t have to happen in sequence. If you go through objectives, messages, audiences, strategies and tactics in that order, you will have sucked up all the fun. 

    We’re told: don’t come up with a Twitter strategy, develop an overall content strategy!  But sometimes it’s okay to start with channels – they’re a necessary vantage point because they show you what’s workable. They can be your inspiration.  Look outside your brand and your message. See what consumers are seeing. You may land on a question like: wait, are they even on Twitter? That’s great. Now you’re asking the questions you need answered, and you can sort those out from generic profiling or catch-all research.

    You don’t know what you need to learn about your audience until you start working with a…

    Bookmark and Share