Pascha Apter

Recent Posts

Welcome to the (Media) Jungle

Posted by Pascha Apter on Oct 14, 2014 3:23:00 PM

A Bestiary of 21st Century Marketing

It’s a jungle out there. Marketing-wise, the 21st century is like the rainforest – alive with ever-proliferating advertising options, uber-sophisticated analytics, hazards that ensnare the unwary, and social media platforms sprouting like mushrooms.

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Topics: Strategic Marketing

3 Deadly Marketing-Plan Traps to Beware

Posted by Pascha Apter on Jul 15, 2014 3:00:00 PM

Have you lived through this entrepreneur or nonprofit nightmare?

  • You identify your target audience, ideal persona, brand voice and creative style.
  • You identify your strategies for marketing with traditional and new media channels.
  • You work your tail off to create a marketing plan (you’d be amazed at how many people don’t do that) for cause marketing, business expansion, raising revenue, or creating brand awareness.
  • And then… the plan fails. 
  • The event doesn’t fill. Sales are sluggish. Donations are down.  
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The Zen of Making Things Happen

Posted by Pascha Apter on Jul 1, 2014 1:37:00 PM

Have you ever noticed that high performers aren’t frazzled?

Their to-do list would give you hives. You know darn well they’ve got a mile-long list of major ambitions on their dockets – launching a new enterprise, buying a building, reclaiming market share from a rival, heading two boards of directors.

Yet somehow they play it cooler than Don Draper circa Mad Men Season One. And are just as devastatingly effective. 

In Week One of Giant Academy, our flagship course for people who want to be marketing masterminds, we dive deep into methods to multiply your productivity.

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Topics: Productivity

7 Signs You’re Not Ready for Twitter

Posted by Pascha Apter on Jun 13, 2014 11:47:00 AM

To tweet or not to tweet?

For 21st century entrepreneurs, nonprofit organizations, and growing businesses, that is the question.

You can hardly open a business magazine these days without encountering a story about how, say, some artisan cupcake truck in Seattle uses Twitter and sells out of Red Velvet Saffron Swirl every day by noon.

Because it can help you in attracting the right customers, Twitter can be one of the fundamentals of a successful lead generation strategy, whether you’re marketing your business or conducting cause marketing. But first you need to identify your target audience, hone in on your points of differentiation (also called unique selling position), and set revenue or other goals for success.

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Topics: Social Media Marketing

3 Myths of Creating Effective Ads

Posted by Pascha Apter on May 22, 2014 9:42:00 AM

We’ve said it before and we’ll say it again: The most important measure of an ad is not how good it looks, how clever the CEO thinks it is, or whether it wins awards. 

The most important measure of an ad is results.

That is, how effective it is at meeting your performance metric – such as driving calls, website visits, donations or sales and ultimately revenue.

If you didn’t set specific performance metric for ads as part of a larger strategic advertising campaign, you’re hobbling your advertising. 

If you don’t define how to measure success, how will you know if your ads are working? 

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Topics: Branding


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