BKI Blog
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Crafting a B2B Social Media Strategy
Over the past decade, social media has evolved from a little-understood novelty into a global phenomenon. It might seem, however, to be a space only for consumer-facing brands with flashy products or messages. But with the right strategy, any B2B brand can embrace and...
4 Social Media Trends to Watch Out for in 2020
The new year is upon us, bringing the start of not just the calendar year but a whole new decade. It’s undeniable that the last 10 years brought about changes in the marketing world that we’ll be adapting to for years to come. It would’ve been hard to imagine back in...
3 Statistics That Will Make You Rethink Direct Mail
The next time you check your mailbox, look and see how much of what you received is marketing mail—it’s a lot, right? So it probably won’t surprise you to learn that around 58% of the mail Americans receive has a clear marketing goal (Source: USPS). That volume may...
Infographic: Build Your B2B Advertising Strategy
We wish we could share our Media Department's planning spreadsheets—they really are a thing of beauty. By meticulously laying out every piece of a campaign's puzzle, our team is able to visualize both the granular and top-level details. They put this level of detail...
A Beginner’s Guide to Google Ads
When it comes to building a solid digital marketing strategy for a client, PPC (pay-per-click) campaigns are a tactic that is always on our “considered” list. Google Ads is perhaps the best known PPC platform, so we’re taking a look at how you can take advantage of...
Infographic: Key Performance Indicators
Last month, we outlined some of the Key Performance Indicators (KPIs) to watch for any campaign you run. Whether your campaign is in the Awareness, Consideration or Decision phase, your KPIs should line up with your tactics. For those visual-style learners out there,...
Trade Publisher Platforms: The Foundations of a B2B Advertising Campaign
As discussed in a previous post, trade publishers have the access to subscriber data and industry research to help build the fundamentals of a B2B advertising strategy. Typically, these publishers and their platforms — which include their printed publications and...
Defining Your Campaign Key Performance Indicators (KPIs)
At the start of any campaign, it’s critical to outline what kinds of metrics are most important to establish your definition of “success.” That definition will vary quite a bit, depending on the size, scope and goals of your campaign. But by making a clear distinction...
3 Key Factors to Improve Your B2B Advertising
The general approach to B2B advertising is not all that different from B2C advertising. The fundamentals are the same: Know your customers and develop buyer personas Know their pain points and solve their problems Understand the buyer’s journey and sales cycle The...
Infographic: The Key Elements of a Well-Built Website
A few months ago, we put together a comprehensive list of our well-built website must-haves. If you haven't seen that yet, we definitely recommend you check it out when you have some time to dive in. But for those of who prefer a show-don't-tell method (which, really,...
Debunking 4 Common PR Myths
Despite the significant role Public Relations can play in maximizing a brand’s reach and potential, the practice as a whole is still widely misunderstood. To help clear the air and paint a more accurate portrait of modern-day PR, we’re exposing a few of the most...
3 Ways to Make Your Trade Show Booth Stand Out
For many companies, it’s time to start preparing for the fall trade show season. Now is a great time to confront that perennial question: do we redo the entire booth this year or just make do? If you do decide to update your booth, we have a couple quick tips on...
Case Study: The New Madison at Adams Farm SEO & PPC Campaign
The New Madison at Adams Farm is an apartment community just 15 minutes from our HQ in Greensboro, North Carolina. After our major creative overhaul of their brand (learn more about that here), our next step was to begin a concerted effort at driving more targeted...
What is Native Advertising?
In today’s digital advertising world, there are a lot of ways to share a message or generate clicks across the web. If you’ve dabbled in any digital advertising efforts in the last few years, you may have heard the term “native advertising” thrown around. In fact, you...
Case Study: McDonald’s Buy 1 Share 1 Program
There is a staggering food gap among children in central North Carolina, especially during the summer months when school is not in session and they do not have access to free or reduced breakfast and lunches. With 1 in 4 children suffering from food insecurity in the...
Building a New Vocabulary for Media Planning
Effective collaboration between teams is key to effective marketing. Sales and marketing; agencies and clients; agencies and other agencies— and creative and media are no exception. Sometimes that can be a challenge both logistically and mentally for the parties...
5 Key Elements of a Well-Built Website
A brand’s website is ground zero for all its digital activity. It’s where the brand can sell products, convey key marketing messages and collect contact information from interested customers. It also provides a platform to inform and educate customers with blog posts,...
Brand Study: How Less is More at The Masters
As marketers, we constantly hear about the importance of adaptation. How it’s “crucial to keep up with the times” or, “if your brand isn’t evolving to meet the needs of your consumer, they’ll find one that is.”With this constant focus on growth and enhancement, we...
How to Maximize Your Trade Show Appearance
So your team has decided that a particular trade show or conference is right for you. But now you have to decide if you want to be more than an attendee or exhibitor. Should you take advantage of any sponsorship opportunities? And if you do, how can you best leverage...
Choosing the Right Presentation Platform
Regardless of topic or size, presentations can be stressful. From planning and creating content to perfecting your delivery, a lot of time and effort goes in to developing and executing a successful presentation. But how much effort do you put into deciding which...
Improving User Experience (UX) Through Accessibility
Note: We’re marketers — not lawyers. If you have specific questions concerning ADA compliance and how to avoid legal issues therein, please consult a licensed legal expert.When it comes to user experience (UX), we tend to think of the things that are immediately...
Goodbye, Traditional Marketing; Hello, Tangible Marketing
For all the messages out there telling you traditional and print media aren’t dead, there are dozens more telling you they are. The shiny newness of digital can easily blind marketers to the value of the age-old tactics of traditional marketing — or as we’re now...
BKI Brand Study: A Tale of Two (Carhartt) Brands
Founded in 1889, in Dearborn, MI, Carhartt occupies a place in American culture few brands can lay claim to. On the one hand, they are a ubiquitous symbol of the working class, the favorite garment of farmhands, laborers and outdoor lovers. But they also play a major...
The 5 Pillars of a Successful Digital Ecosystem
The breakneck growth of digital technology over the past two decades has forever changed the marketing and advertising world. And while many traditional tactics like out-of-home advertising and print publications still have a viable place for many clients, there’s no...
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TEDxGreensboro 2021 – TEDxGreensboro
tedxgreensboro.com
LIVE IN-PERSON or VIRTUAL OCT. 7, 2021 BUY TICKETS NOW2021 SPEAKERS 9:00am-4:30pm at the Van Dyke Performance Space Registration opens at 8:00am Where will our paths lead? What do we do now? These are...