Jen Neumann

Recent Posts

What Do People Say About Your Brand...

Posted by Jen Neumann on Nov 28, 2017 12:26:41 PM

...when you're not in the room? 

Expensive / Worth it? (Quality)
OR 
Pricey / Not Worth it (Overpriced)
Inexpensive / Effective (Value)
OR
Cheap / Crappy (Garbage)

Quick to Respond / Accountable (Great Service)
OR
Unresponsive / Rude (Poor Service)

This is the heart of how your brand is perceived and communicated. So how do you know how your brand is perceived? 

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Topics: Branding

Stalk-In Traffic: Working With an Informed Public

Posted by Jen Neumann on Oct 2, 2017 2:08:22 PM

Your customers know almost everything about what you offer before they "walk in" the door. Whether you sell items off shelves, provide a service, are a museum or tourism attraction, a library or even an entire community, hardly anyone walks in without background information. They've stalked your company—and your competitors—online well before they make contact. 

Here's how to treat the informed consumer:

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Topics: Marketing Strategy

Stock Photography Tells the Viewer One Thing

Posted by Jen Neumann on Aug 2, 2017 3:49:33 PM

The proliferation of cheap, accessible stock photography has been an amazing boon over the years to content producers. However, it's also produced an unintended side effect: everyone's sites, posts and emails look the same. Worse yet, they look disingenuous. 

Here are three ways to overcome the pitfalls of stock imagery overuse. Yes, they all cost money or time (see the Venn Diagram of Getting Sh!t Done), but in the long run, they're worth it. 

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Topics: Branding, Web Development & SEO

Resist the Siren Song of Short-Term Media Buys

Posted by Jen Neumann on Jul 11, 2017 12:21:45 PM

As champions of inbound marketing, it's not going to come as a surprise that we tell our clients to take a long-term approach to their marketing. But beyond the obvious, we frequently see similar patterns:

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Topics: Media Buying

Use Inbound Marketing to Strengthen Economic & Community Development

Posted by Jen Neumann on Jun 12, 2017 9:00:00 AM

"If you build it, they will come."

Other than a baseball field in Iowa, that statement really isn't true. You can create the perfect environment for your community or region to grow and expand new and existing business, but if you don't actively market it - in ways that cut through the clamor of all the other competing sites/cities/states, then you are leaving a lot to chance. 

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Topics: Marketing Strategy, Economic Development

Confessions of a Creative Ball Hog

Posted by Jen Neumann on Jun 1, 2017 11:02:05 AM

(AKA - what Improv Taught is Teaching Me)

I started taking improv classes through our local community theater earlier this year. While my kids like to say I'm having a mid-life crisis (admittedly, I also signed up for a six week class on rain gardens at the same time - they may have something there), my objective was to recharge my creative batteries and get some practice thinking on my feet. I have to admit that sometimes I feel a little "depleted."

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Topics: Organizational Development

Motion in Email: Why is my Inbox so Wiggly?

Posted by Jen Neumann on May 22, 2017 11:38:32 AM

You have probably noticed that your inbox has a little more motion in it than it used to. This is mostly due to the rising popularity of GIFs (the offically pronunciation policy at de Novo is with a "hard G"), a graphic format that's been around for a long time, but has recently become much easier to create. Learn more about how (and when) you should use motion in your emails.

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Topics: Digital Marketing

Planning for the Worst: Incorporating Crisis Communications into your Strategic MarComm Plan

Posted by Jen Neumann on May 4, 2017 2:37:10 PM

On April 22, 2017, news broke that another video surfaced on social media of an airline passenger being mistreated by staff - this time on an American Airlines flight. 

The airline immediately took responsibility and is investigating the incident. Officials say that the video does not reflect their values of "patience and empathy."

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Topics: Facilitation, Marketing Strategy

Why Big Brands Are Screwing Up

Posted by Jen Neumann on Apr 15, 2017 10:10:39 AM

tone deaf ad from Pepsi. A hacked attempt to integrate Burger King into your Amazon Echo or Google Home device. A Nivea ad that only lacked a pointy white hat in its inadvertently (we Screen Shot 2017-04-14 at 9.03.39 AM.pnghope!) white supremacist messaging. And most notably, a PR nightmare that United Airlines brought on themselves.

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Topics: Marketing Strategy

Connecting Your Audience & Message Through Emotion

Posted by Jen Neumann on Apr 7, 2017 2:49:42 PM

Research in psychological and behavioral sciences has shown the relationship between message recall and emotional response. It's not a new concept, but research continues to evolve around the how and why, which methods are most effective AND which parts of the brain are affected and how.

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Topics: Experiential Marketing, Marketing Strategy

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