Ad Equivalency: How the Press Can Work Just Like Paid Advertising for Businesses and Non-Profits

Team Rubicon members taking part in flood relief operations One of my passion projects is working on the marketing and public relations needs of Team Rubicon, the veteran-led disaster response organization. I manage this department for the Northwest United States, from Alaska to the Dakotas.  In particular, I focus on using the media to spread…

Why Not Market to Everyone?

“Why not market to everyone? We want the most number of customers possible.” Frankly, this is a valid point. All businesses want to maximize the number of potential sales they can make. However, in order to maximize the number of potential sales, it is critical that businesses don’t market to everyone. Photo by Kim Gorga…

How to comply with FTC regulations regarding influencer marketing

Recently, the Federal Trade Commission (FTC) enacted its first enforcement action against businesses using influencer marketing in ways that violate its regulations against deceptive business practices. (The first crackdown occurred in April 2017, when the FTC sent “reminder letters” to influencers and businesses.) Companies realize that, while influencer marketing is an incredibly effective method of…