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Kim Lawton is the founder and CEO of Enthuse Marketing Group, a woman-owned small business based in New York City.
When a brand steps up to teach and make someone feel more capable, a relationship starts to form -- which turns interest into buying decisions.
Guerilla marketing, product demonstrations, sampling programs, and brand participation in conferences and trade shows are all examples of this strategy.
If you're planning such a campaign, you'll need to follow a few important steps. For one: Understand your audience and promote inclusivity.
In a highly saturated market, building trust and credibility is critical to driving sales. Here are three tips to make that process easier.
Brands can't inspire long-term loyalty if they don't know their audience members' interests and motivations.
You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.