Marketing Blog | Addison Clark | Richmond, VA

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When you think about marketing for your business, things like your website, emails, social media, and TV and radio advertising might come to mind. But what about live events? Event marketing is a unique way that businesses can personally connect with prospective and current customers and stand out from the competition. You can use events to showcase your products or services, demonstrate your skills, or raise general brand awareness. 

brand refresh

Adapting to the times is one of the key markers of what makes a business successful over time. Trends change, your audience changes, and even your product or services may be evolving. Your brand should always reflect your core values and speak to your target audience. You may not need a full rebrand, but a brand refresh can go a long way toward adapting to the times and positioning your brand above the competition. Wondering if it's time for a refresh? Look for these signs:

spring cleaning

When you think of the phrase "spring cleaning," you might think of finally tackling those home projects you've been putting off for awhile. But don't forget that your marketing strategy can also benefit from spring cleaning. It's important to keep your marketing plan, materials, and messaging up to date to stay in front of your audience and get ahead of the competition. While this might seem like a daunting task, here are a few actionable steps you can take now to get started:

2023 marketing trends

The world of digital marketing is ever-changing. New technology is putting creativity far ahead of its time and changing the game of digital marketing and advertising. The name of traditional advertising has changed as social media has become a leading source of marketing and advertising products and services. Digital marketing trends are heavily influenced by evolving technology, social and cultural trends, and design trends. What is popular right now? What are people talking about? 2023 is predicted to bring many changes to the marketing and advertising world. Here is what you can expect in the year ahead:


1. What do you do at Addison Clark? 
I am a Social Media Coordinator. I work alongside Account Managers and Graphic Designers to strategize and create social media content for clients to reach their overall marketing goals!

2. Are you a cat person or a dog person?
Oh, tough one. I'm content with either but would love a dog in my life at the moment. I've been dreaming of a golden retriever lately. 

3. What is your favorite holiday?
Fourth of July, for sure. Hot dogs and fireworks? A must. 

4. What is your biggest pet peeve?
It has to be chewing with your mouth open. An immediate red flag and just gross. 

5. Who would play you in a movie?
I would hope for AnnaSophia Robb! She's down-to-earth, classy, and full of wit. I just love her. 

6. If you could travel in a time machine, would you go back to the past or into the future?
Definitely to the past, particularly around the 1970s. I swoon over the interior design back then, and the music around that era is also equally incredible. 

word of mouth advertising 1

Getting the appropriate message to the appropriate audience will always be priority #1 in marketing, but gone are the days of that being the end of the process. Today, consumers are overwhelmed with the sheer number of options of products and services out there, and markets in all industries are more competitive than ever. Now, audiences (whether consciously or subconsciously) note not only the quality of your advertisement but their experience of being advertised to. 

refreshing your website 1

Take a look at your website. Do the words "outdated" or "confusing" come to mind? Are you unhappy with the general look and feel of your website? If so, it might be time for a website makeover. At Addison Clark, we typically recommend refreshing your website's design and content every three years to ensure relevancy and an optimal user experience. This might feel overwhelming at first, especially if you have a large website with several interior pages. If you don't know where to start, here are four things to consider:

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When building a brand strategy, it's important to understand and know your audience. A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. There are certain strategies to use when researching your audience such as conducting marketing research, monitoring marketing trends, and staying informed on competitive products. Understanding your audience allows brands to better position their products and services and align their brand identity with that of the consumer. Ensuring that a brand's voice, identity, and values align with that of the target audience is key to a successful brand. Here are three ways to build a brand strategy that will align with your target audience:

end of year marketing audit

As we head into the new year, you might be looking ahead to what's next for your business. Before you start planning, however, it's important to take a step back and evaluate the current state of your business, and by extension, your marketing strategy. Conducting a year-end marketing audit will help you identify what is and isn't working, along with potential marketing avenues for next year. While this isn't a comprehensive checklist, here are a few steps you can take to get started:

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Marketing is one of the only industries where tried-and-true best practices are matched in significance with challenging the status quo and being adaptable. As professionals in the industry, we know there are always "rules" to follow when writing copy, allocating a budget, targeting the best audience, and a litany of other subtasks when coming up with a marketing strategy. 

However, depending on what platform you are utilizing, you may find that the same strategy you used last year, six months ago, or even the previous week is no longer viable. Things like algorithms, privacy policies, and user interfaces can change drastically (often with little or no notice from the companies in control of the platforms). 

Because of this, it's our job to stay flexible. It's always a great idea to be completely in tune with what you are trying to accomplish and utilize those best practices wherever appropriate. However, the job does not end there. Earlier this year, Google rolled out several updates to their search result ranking algorithm that shook up SEO strategies across the board. Had our account management team been caught off-guard by this update, the results could have been less than favorable for the client. 

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