Communications Measurement Trends from AMEC Summit 2021
Ketchum Blog
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3y ago
There’s nothing I love more than the latest communications measurement trends. While my favorite month of the year may be Measurement Month (yes, it’s real, and it’s in November!), my favorite week is AMEC Summit week! Hosted by the world’s premiere organization for communications measurement professionals, this year’s virtual event blew me away with the value of the content available and the connections made online (though I can’t wait to reunite in-person next year in Vienna!). I could not have been happier that the AMEC Board selected this year’s theme of “Communication Accountability: Pla ..read more
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Retail Influencers and the Power of Personalization  
Ketchum Blog
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3y ago
Clothing stores curate “we think you’ll love” product recommendations. Retail apps offer personalized greetings. Beauty retailers introduce individualized skincare regimens based on preferences. Customers have grown to expect and desire personalized experiences from their favorite retail brands. Guess what? The same holds true for influencers. Interested in how you can transform an interaction with an influencer into a moment for brand advocacy? As someone who works with clients in the retail sector, below are a few considerations (hint, personalization is key). First, Find the Right Fit ..read more
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Summer Sales Events: The Big Picture for Retailers
Ketchum Blog
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3y ago
Ah the rites of summer in America: the first sign of glowing fireflies; the enticing aroma of your neighbor grilling steaks; that first, glorious beach trip of the season — and now, the summer sales event. Since entering the picture in 2015, this new warm-weather ritual has significantly altered the U.S. retail landscape. Changing the Summer Sales Game During July 2015, in celebration of its 20th birthday, Amazon announced its first-ever Amazon Prime Day, a global retail event designed as a counterbalance to Black Friday, traditionally the biggest shopping day of the year. Certainly the conce ..read more
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A Cybersecurity Strategy for Reputation and Business Continuity
Ketchum Blog
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3y ago
Cybersecurity strategy has been an imperative for operations/IT leaders and their communications partners for years, but its importance has been starkly highlighted by this weekend’s cyberattack on JBS Foods. It’s tempting to call this attack on the world’s largest meat processor a wake-up call for companies, but that’s only true for those who have been hitting the snooze button. For the second time in a month, hackers have impacted the supply chain of a major company. In May, gas customers in the Southeastern U.S. felt the impact of the cyberattack on Colonial Pipeline, which paid a ransom t ..read more
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A Few Final Pearls for Life and Career
Ketchum Blog
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3y ago
Over the course of my life and career, I’ve gathered a few pearls of wisdom from the brilliant colleagues, clients and thought leaders I’ve had the pleasure of knowing and learning from. As I get closer to my retirement date next week, I’d like to share them in the hopes that they help guide new and continuing careers as much as they’ve impacted mine. The Urgent Always Drives out the Important Isn’t this painfully true? Harvard professor David Maister taught me this pearl years ago. How much of your day, week and month is spent on the endlessly urgent matters that ultimately crowd any time to ..read more
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Letting Go of Impostor Syndrome 
Ketchum Blog
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3y ago
Before I started my career at Ketchum, I often experienced the fear of failure and self-doubt that are associated with impostor syndrome. I had several jobs and internships where I felt inadequate. I remember constantly worrying whether I was actually qualified or just lucky. I’d find myself afraid that my managers, colleagues and even friends would one day discover I was some type of fraud who didn’t deserve credit for any of the accomplishments I’d worked so hard to achieve. This. According to MindTools, impostor syndrome is “the overwhelming feeling that you don’t deserve your su ..read more
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Getting Started with the Strategic Planning Process
Ketchum Blog
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3y ago
When it comes to marketing communications, the first step of the strategic planning process is planning. “If you fail to plan, you are planning to fail.” Few would disagree with these words attributed to Benjamin Franklin. Having and following a plan tends to be good advice no matter the endeavor. To reach a goal, it helps to first identify a clear end destination, map out a specific route to get there, and pinpoint what you want to happen along the way. Yet in the field of marketing communications, the strategic planning process is all too frequently skimmed over, cut short, or skipped altog ..read more
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‘Tis the Season to Set Your Holiday Marketing Strategy
Ketchum Blog
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3y ago
It’s not too early to start planning your holiday marketing strategy — in fact, you’re right on time. According to the National Retail Federation, sales during the 2020 holiday season grew 8.3% despite the unexpected disruption of a global pandemic. While resilience is the word many would use to describe the incredible year-over-year growth, I would argue strategic communications and integrated marketing were at the forefront. I’ve spent more than five years working as a senior counselor and spearheading both the approach and execution of holiday-specific programs within the toy, retail and h ..read more
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Pride Month 2021: Evolving the Celebration
Ketchum Blog
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3y ago
This June, millions of people will join together for Pride Month 2021, the nation’s largest LGBTQIA+ celebration. Pride Month has traditionally been a time for parades and other events held in support of the LGBTQIA+ community and in commemoration of the Stonewall Riots. This uprising became a tipping point for the emerging gay rights movement as organizations such as the Gay Liberation Front and the Gay Activities Alliance were formed to fight for equality and hold policymakers accountable.  A year after the Stonewall Riots, the nation’s first Gay Pride marches were held and since then ..read more
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2021 Summer Travel Trends — with a Glimpse at Fall and Winter
Ketchum Blog
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3y ago
Ketchum’s Travel, Hospitality & Leisure team is keeping a close eye on 2021 summer travel trends and how they’ll translate to fall and winter travel. With Memorial Day around the corner, 77% of Americans are planning to travel this summer — and more than half of these travelers are dusting off their suitcases to take a trip for the first time since the start of the pandemic. Pent-up demand, coupled with nearly 50% of the population having received at least one vaccine shot, has Americans taking an average of 2.3 leisure trips over the next three months. National initiatives like “Let’s Go ..read more
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