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Earned-Media Micro-Influencer Marketing Primer

In my humble opinion, modern influencer marketing is traditional public relations pitching corrupted by huge Madison Avenue advertising money. Big celebrities and even bigger bucks. It used to be thousands of dollars-per-post, but now brands and agencies are signing partner contracts with digital, social media, and online influencers. These partnerships can include multi-year contracts which are getting tighter and more exclusive the more these same influencers are being dropped by advertisers such as YouTube, Google AdWords, and Instagram. Now there’s micro-influencer marketing. Instead of swinging for the fences and spending thousands to hundreds of thousands of dollars on only...

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Peter Wyse Jackson | Crain’s St. Louis

In this ongoing series, we ask executives, entrepreneurs and business leaders about mistakes that have shaped their business philosophy. President, Missouri Botanical Garden Background:   The Missouri Botanical Garden, founded in 1859, is the nation’s oldest continuously operating botanical garden and today includes one of the largest Japanese gardens in North America. A National Historic Landmark, the Missouri Botanical Garden spans 79 acres in south St. Louis and serves as a center for science education and botanical research as well as a retreat from city life. The Mistake: Writing a proposal that showcased knowledge rather than addressing the audience’s...

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What Are the Best Practices in B2B Public Relations That Will Drive Success?

Sometimes changes in business are so profound that you don’t recognize the old ways. That’s the case with B2B PR, which on some level is a new profession. Yet, viewed from another lens, certain basic truths remain. As we look across the B2B PR landscape, what are the best practices that will ensure success? Let’s look at 7 definitive best practices that are guaranteed to help: Goal Setting Education Content Optimization Social Media Amplification Influencer Marketing Storytelling Measure and Readjust What Are the Best Practices in B2B Public Relations, and How to Use Them Effectively 1. Set Clear, Attainable...

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Russ Preite | Crain’s St. Louis

In this ongoing series, we ask executives, entrepreneurs and business leaders about mistakes that have shaped their business philosophy. North Central Market President, Verizon Wireless Background:   Verizon Wireless is the largest wireless telecommunications provider in the U.S. The company’s North Central market, which is based in Denver, covers 13 states in the West and Midwest and has around 4,400 employees. The Mistake: I’m guilty of micro-management. When I was taking over as region president for upstate New York, I had a very green store director. This individual was very new to their role, and I happened to have...

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3 Ways Doorstop Delivery Is Disrupting Grocery Shopping

Do you dream of the day when your groceries are delivered to your doorstep? Whether it be via drone or driver, doorstep grocery delivery is the future. Twenty-three percent of American households are already buying food online and, by 2025, it’s predicted that 70 percent of consumers will engage with online food shopping according to a new study by Nielson and FMI. Based on the current climate of technology adoption and evolution, The Digitally Engaged Food Shopper estimates consumer spend on online grocery shopping could reach $100 billion. “The grocery business truly is at a digital tipping point, where...

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