November 2017 | Spencer Brenneman, LLC

November 2017

Small business brands don't get a lot of attention during the holiday. It's all about Black Friday and the big box behemoths. It’s a modern-day “Marcia, Marcia, Marcia,” for mom and pops who want to create brands that help build their businesses, regardless of its size. Sure, it's easier for companies to build their brands when they have enough resources for Super Bowl ads, subway banners, and free shipping or severe discounts but small businesses are not without their secret weapons. The answer here for small business is customer advocacy through both word of mouth and social media. Small businesses have to go beyond meeting customer expectations to make word of mouth work. They have to find ways to surprise customers. They

In the United States, it’s almost Thanksgiving -- although one might think it was Christmas, given all the decorations, jingle-belling, and promotions. But that, my friends, is another topic for another time. Three years ago, I started Spencer Brenneman, LLC to do what I did at Thomson Reuters for small- to mid-sized firms. To this day, I remain incredibly grateful for my time at Thomson Reuters, so in that spirit and of the holiday ahead, I thought I would share the top five things for which we at Spencer Brenneman, LLC are thankful. Our clients! We are very thankful for our clients who have trusted us to help them bring to life their brands in ways that make them relevant and

“I want to hire you to make my company go viral!” Seems easy enough, I’ll just work my Social Media Magic, say the magic word, and it’ll happen! Alas, it doesn’t actually work that way. Going “viral” is no easy task and is very, VERY hard to plan for. But there are a few things you can do to set your marketing campaign up for success and (hopefully) make it go viral! A. Know who you are targeting. — Make sure you’ve got your demographics down to the letter. For example, this could be college-age students, women, ages 18-24, who live in the US (east coast and California). B. Know your message. — What are you saying? What is the point you are trying to get

What is it about M&A branding? News has come about that CVS and Aetna are considering a merger. Poor bastards. For anyone who has been through one, the words merger and acquisition can create a level of dread surpassing those that come with oral surgery or an extended stay from know-it-all in-laws. There’s no getting around it: they are painful. If you were listening to this instead of reading, you would have heard me say “painful” with the “a” sound drawn out for about ten minutes. They are only fun for the people who get to cash a big check and head to the beach. Anyone who sticks around? Not so much. But why? What is it about mergers and acquisitions? What makes them any