May 19, 2014

Personas: Starting the Marketing Conversation

Gail Straus Uncategorized

Strategic marketing begins with the development of audience personas. When we market goods or services, being mindful of who comprises the audience is a good first start in our recognition that we are frequently not the intended audience. Be it business insurance, wastewater treatment technologies or a South Beach vacation, our marketing strategy begins by understanding who are the most likely buyers.

February 20, 2014

Diversity marketing: It’s challenging.

Gail Straus Uncategorized

Coca-Cola lit up the social media world with their tribute to American diversity – a multi-lingual version of America the Beautiful. Putting aside political and social responses for and against the ad, it does prompt thinking about the dilemma facing today’s marketers. How do you speak to the breadth of American consumers without alienating any one segment? How do you show the growing Hispanic market that you connect with them without suggesting that you no longer care about your more traditional small town loyalist? How do you appeal to the out and proud same sex couple without crossing lines? And how do you do it all without pandering to either group?

December 19, 2013

A Strategist’s Foray into Portfolio Reviewing

Gail Straus Uncategorized

I recently participated in a portfolio review as a favor to an advisor at a nearby college: fifteen-minute individual sessions with eager students proud to show off their creative work.
Understand that, although I have worked closely with art directors and graphic designers for many years, hired a few for full-time or freelance positions, and – least importantly – know what I like, I am a marketing strategist with years of experience in marketing research, strategy development and management with some account oversight.