New to marketing? How to stay relevant & keep informed.

The marketing field is one that is ever-growing and changing. Duh. News flash, right? With so many services available and possible strategies to choose from, a brand’s “game plan” can evolve every few months it seems. From message strategy, to inbound marketing platforms and media — clients and target audiences have more choices and variations of marketing approaches to choose from than ever before.

KW2 is intrigued by this seemingly overwhelming conundrum. So, we base virtually everything we do on research, aiming to create communications with purpose and reasoning. We take new information and transform our strategic communications with it; we don’t merely consume the content that’s available out there. This enables us to give our clients information that is both logical for their business or purpose and helps toward attaining their marketing goals.

The messaging is key; the channel of communications is in the eye of the beholder. Within KW2’s walls, that means the client and their target audience. Who do you want to reach? What do they want to know? How can we get the information to them efficiently and creatively? Research and questions are at the root of each and every assignment we take on. We learn the information we need to know, we share and discuss with our clients, we create communications that fit client’s needs and message.

I graduated college in 2011 and since then the advertising and communications market has continued to move at warp speed. Social media was introduced, hit its prime and became a vital communications tactic all while I was in school. I thought that the social media boom of technology and real-time communications was as diverse of a change as this industry would ever see. I now understand my naiveté.

I chose journalism and marketing as my major because of its continuous rapid growth and change. I wanted a career that provided me a new outlook on life, each and every day. KW2 is full of smart people that want to know and learn more. “Why?” is a common question and the discussion that follows each day is yin and yang in difference. To work in a field that propels you to keep developing professionally, that holds one finger on the pulse of society’s culture, remaining on the brink of change, while diving into new industry challenges and strategies constantly – that’s a special opportunity.

We stay smart by reading a ton, asking more of ourselves and each other, and by not being afraid to try something new or different. KW2’s adventurous mindset and willingness to evolve propels our agency growth and increases our creative communications’ impact.

Here are some goodies from KW2’s reading and networking list that help us stay in the know. Share this with new, young marketers and spark their knowledge and understanding of marketing, aka what’s next. Enjoy:









responsive website flow chart

How to decide if you should build a responsive website: a flow chart

Clients often ask us if their new website should be built responsively. We used to respond with “It depends” – on the user base, the client’s budget and project timeline, and on the calls to action that users would be expected to perform. Now we and others in the industry can build responsive websites efficiently (thanks to newfangled wireframe software, smooth planning processes and spiffy programming techniques). So the only thing standing in between you and a new responsive website is the only question that matters – is it right for your target audience? We built this flow chart to help you decide.

Responsive flow chart


First (and Lasting) Impressions

The advertising world is a great place for me. There are artists, strategists, writers, digital experts, musicians and other creative minds working with people who specialize in making budgets work and numbers fit into spreadsheets, which in turn churn out invoices, reports, and everything we need to help clients succeed.

I’m a little bit of all of these things. I am creative in that I have been an artist, actor, director and musician. I am also adept in the office environment. I know how to clear most jammed printers, order lunch for 40 people, mail merge and more.

The thing I do best, however, is answer the telephone. This tiny, little part of every day is such a huge deal to me. I am lucky it’s also a huge deal to my employer and our company culture.

Every time the phone rings, it’s my opportunity to get it right, to do something great for someone else. I’ve learned how to smile on the phone and convey that smile to the person on the other end. It is important that I make a caller feel taken care of. It’s so much more than just getting someone the extension they are looking for. It is about shepherding them to the person or information they need, while assuring them that they’re in good hands.

I know from experience that the initial contact can make all the difference. One time, I had an issue with my muffler. I called CarX and the guy on the other line made me feel so sure that I had called the right place; I immediately took my car there. When that same voice greeted me at the door, I became a CarX customer, exclusively.

The hook for me was seeing the face, with the same smile I had heard on the line. It was meeting the one who listened and already understood my problem. It was watching him explain my issue to the mechanic and give me an estimate that was fair, and delivered on. I continued to go there until another mechanic amazed me with even better customer service. There was an important lesson in leaving CarX, too.

First Impressions are important, but lasting ones take a lifetime of work. It’s about keeping the smile on all the time, giving all you can, and making sure you choose the right way to feel around your customers, your co-workers, and your community. The co-founder of Ben and Jerry’s, Ben Cohen, once said, “There is a spiritual aspect to our lives – when we give we receive – when a business does something good for somebody, that somebody feels good about them!”