You might think a market research conference would be a pretty boring way to spend three days, but think again. It was actually a lot less about traditional research and in many ways a lot more about understanding humanity. While many of the ideas presented, particularly from the keynoters, may not have been “hot off the press,” when looked at together and in the context of market research, they shed light on how brands and marketers need to do a much better job of truly understanding their customers and communicating with them in more personal ways.
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When you know your audience, direct marketing is almost always the right tactical approach. Old-school direct marketing thinking tells us that success hinges on the quality of three things: your list, your offer and the creative — with the first two of those being roughly twice as important as the third. And this holds true when evaluating “traditional” direct mail projects — blasting out a half-million credit card offers and hoping for that 2 percent response that will make you look like a hero.
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Hate it or love it, social media plays a different role for each person, company and organization. Some fully embrace social media, while others are slow to adopt it. One reason for the slow adoption is lack of understanding. Why — and how — should you implement a social media strategy if you’re unsure where to start — or what benefit it provides for you and your business?
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The intro to OUTSIDE magazine’s list of the Best Places to Work identifies the key to getting on the list: “empowering employees to live bigger, better lives.” That’s definitely the case here at Two Rivers Marketing, and we are proud to have made this list the last two years.
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The beginning When I started my studies in Germany, it was totally clear to me that I wanted to spend a semester abroad. I chose a course of study called “Media: Conception & Production,” which includes this semester in the United States. I had the choice between going to a foreign university and doing an internship at a foreign company. My big dream was to gain working experience in the United States, and due to lucky circumstances I heard about Two Rivers Marketing, which seemed to be a perfect opportunity for me. To cut a long story short: I applied at Two Rivers, had an interview and fortunately got the internship! And after a long visa process, which is unavoidable for non-U.S. residents, I finally arrived in Des Moines three weeks ago.
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Our clients are increasingly interested in utilizing video as an important part of their overall marketing strategy, and as such, our video team has grown significantly in the last couple of years — both in size and capability. But our job is not just to shoot and produce videos for our clients (which we do very well); it’s also to recommend a well-thought-out video content strategy that integrates into campaigns with multiple elements across a wide variety of mediums, each working toward the same goals.
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There is nothing like starting a new job with a ticket to Las Vegas and being dropped in the middle of the largest construction trade show in North America. That is what happened to me when I joined Two Rivers Marketing back in 2008. When I was hired, the team was deep into planning for CONEXPO-CON/AGG, which was six weeks away. I had never attended a trade show previously, let alone one of this magnitude. Attendance that year was recorded at more than 144,000 industry professionals.
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Leading the social media charge in an industrial B2B world is not an easy task. To date, companies in the industrial sector have been slow to adopt the technology — which has been exploding over the past 10 to 15 years — thinking that their industrial customers simply aren’t there. But the tides are shifting – social media marketing budgets are projected to double in the next five years (Source: Social Times).
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There have never been more outlets through which you can share news about your company and your industry, but sometimes, the opportunity of just how many places you can shout news from the rooftops can be overwhelming. To remain effective in sharing your story, the most important strategy remains telling the story the right way — to the right audience.
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Ask the question “How do you measure PR?” and you will get varied answers. Some believe measuring public relations is as mythological as a unicorn because things like reputation and trust cannot be measured. Very true; however, strategies and tactics can be measured, as well as how a message is perceived by its intended receiver — hence the science behind public relations.
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