by Margot Carmichael Lester | Mar 12, 2018 | E'ship
A quarter of a century ago today, I left my job at as marketing director for the Kenan-Flagler Business School to open my own consulting business. A lot has changed since then, giving me plenty of opportunities to learn some valuable new lessons on top of the ones I...
by Margot Carmichael Lester | Nov 6, 2017 | Marketing, Advertising & Promotion
Small Business Saturday® is coming up fast. Over the year's we've helped Staples build out its content hub with articles to help small business owners make the most of the big day. Get Set for Small Business Saturday Sales Small Business Saturday gives small business...
by Margot Carmichael Lester | Nov 21, 2016 | E'ship, Marketing, Advertising & Promotion
Small Business Saturday is a terrific way to tap into people's innate desires to shop closer to home and with people they know. It's most beneficial for retailers, its original promoters, but any local business can take advantage of the observance. We created...
by Margot Carmichael Lester | Nov 7, 2016 | Content & Content Operations, E'ship
Media companies like Vice and The New York Times are producing branded content and ads, raising the quality bar for everyone and adding more entrants to the already-crowded marketplace. There's always another content agency or freelancer out there ready to take your...
by Margot Carmichael Lester | Jul 18, 2016 | Content & Content Operations, Marketing, Advertising & Promotion
July 21 is Know Your Customer Day. Knowing your customer is a crucial tactic for marketers, but you have to go deeper than stock personas (so tired of that term, btw) and easy demographic characterizations. Here are some resources to help you learn more about and...
