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Harnessing the Swiftie Effect: Elevate Your Brand Storytelling

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As of December 2023, Taylor Swift’s Eras Tour is reported to be the highest-grossing tour ever and is the first to crack $1 billion, with an estimated $1.04 billion in total ticket gross. One of the myriad reasons Taylor Swift is so successful is her ability to touch people with story. Her writing is vulnerable, honest, and universal in its storytelling. Brands can learn from Taylor by learning how to weave storytelling into their marketing. Here are six communications lessons that businesses can learn from Taylor Swift’s songwriting and apply to their marketing strategies to enhance efficacy.

1. Authenticity Connects

Swift’s songwriting resonates because it comes from a place of genuine emotion and experience. Her willingness to share personal stories, whether they are of heartbreak, joy, or self-discovery, invites her audience to connect on a deeper level. Business Lesson: Brands should strive for authenticity in their communications. Share your brand’s journey, the challenges you’ve overcome, and what you stand for. Authentic storytelling can forge a stronger bond with your audience.

2. Know Your Audience

Swift has an uncanny ability to speak directly to the hearts of her listeners. Each song is a communications masterpiece. She understands her audience’s hopes, fears, and dreams. This deep understanding enables her to write songs that feel personal to millions. Business Lesson: Thoroughly understanding your target audience is crucial. Conduct market research to know their needs, wants, and pain points. Tailored messaging that resonates with your audience’s experiences will likely be more effective.

3. Evolve With Your Audience

Over the years, Swift has transitioned across several music genres, from country to pop to indie folk, demonstrating her versatility and willingness to grow with her audience. Business Lesson: The market is constantly changing, and so are your customers’ needs and preferences. Brands must be adaptable, willing to listen to their audience, and evolve their offerings and messaging to stay relevant.

4. Engage Through Multiple Channels

Swift uses a variety of platforms to engage with her fans, from social media to surprise album drops, and interactive music videos. She creates a multi-channel experience that keeps fans engaged and invested in her storytelling. Business Lesson: Utilize multiple platforms to engage with your audience. Whether it’s through social media, blogs, email newsletters, or events, diversifying your communication channels can help reach your audience wherever they are.

5. Create a Community

Swift has mastered the art of community building, creating a loyal fan base that feels connected not just to her, but to each other. Business Lesson: Creating a sense of community around your brand can turn customers into brand advocates. Encourage user-generated content, create online forums or groups, and engage in conversations that build a shared sense of identity and belonging.

6. Consistency Is Key

While Swift has evolved musically, her core narrative of storytelling through song has remained constant. This consistency helps fans know what to expect from her, even as she experiments with new sounds and genres. Business Lesson: Consistency in brand messaging and values reassures customers and builds trust over time. While it’s important to adapt and innovate, maintaining a consistent core message is crucial.

Final Thoughts for Brands

Taylor Swift’s unparalleled success as a songwriter and performer offers valuable communications lessons for businesses in any industry. By embracing authenticity, understanding and evolving with your audience, leveraging multiple communication channels, fostering community, and maintaining consistency, brands can create more meaningful, lasting connections with their customers. Mindfull Marketing + PR believes in the power of storytelling, and we see Swift’s approach as a beacon for brands aiming to engage their audience in a profound and impactful way. We take these lessons to heart and craft marketing strategies that resonate, inspire, and endure for our clients.

Where do B2B Marketing and PR Pros Stand with AI?

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Embracing AI in Marketing: A Mindfull Marketing + PR Perspective

As pioneers in the digital space, our agency has always been at the forefront of adopting and mastering new technologies, testing and vetting their efficacy for our clients. From our early days of steering social media for business (we had a lot of clients to convince!), we’ve recognized the power of innovative tools in transforming marketing and communications. The recent discussion by MarketingProfs on the conundrum of using AI in marketing and PR, especially regarding ChatGPT’s role in B2B communications, resonates deeply with our approach to continual technological advancement in our agency and our professional industry.

AI technology, like ChatGPT, while fast-growing and impressive in its capabilities, presents a new, slightly intimidating, frontier for B2B marketers and communicators. It raises essential questions about the future of our industry and how we can best leverage these tools to enhance our strategies without losing the authenticity that defines impactful marketing and communications.

Our Journey with AI

Just as we did with social media, Mindfull Marketing + PR has embraced AI in marketing, not as a replacement for human creativity but as a complement to it. We use AI to supplement design, content, and writing, improving efficiency and allowing our team to focus on delivering authentic, creative solutions that resonate with audiences. But we are still the strategists, the ones who understand what will resonate with key audiences and how to tug on emotion to create action. This approach aligns with our belief that while AI learns from humans, it cannot replace the need for original human creativity. If we stop creating, what will AI have to pull from? We shudder to imagine.

Analyzing the AI Conundrum

The MarketingProfs article highlights a divided landscape, with some communicators eager to integrate AI into their workflows, while others approach it with caution. This division is reminiscent of the early days of social media when businesses were trying to understand its impact and how best to utilize it. Our take? Experimentation is key to mastery. By diving into AI with an open mind and a willingness to learn, we can uncover new ways to enhance our marketing efforts while keeping our strategic focus sharp.

Embracing AI with a Human Touch

The danger, as highlighted by the article and echoed in our philosophy, lies in overreliance on AI. Faux marketers and communicators relying solely on AI to execute the job risk diluting the authenticity and quality of marketing, potentially setting a new, lower standard for what people expect from B2B communications. We don’t want to see this become a trend, so we will continue the irreplaceable value of the human touch in all our endeavors.

Looking Forward

As we look to the future, Mindfull Marketing + PR remains committed to exploring and integrating AI into our marketing toolkit, always with a critical eye toward maintaining the creativity, intentionality, and authenticity that define our work. Our advice to clients is clear: view AI as an augmentation to the experienced human team, not a replacement.

Just as we embraced social media early on, we’re now engaging with AI, recognizing its potential while advocating for a balanced, thoughtful approach. (And we are shocked by the MarketingProfs report that ChatGPGT has just 0.03% paid visitor traffic!) As an agency, we will continue to experiment, learn, and lead in this new era of digital marketing and communication, ensuring that even as we utilize AI in marketing, we keep the essence of genuine human connection at the heart of our strategies. How is your marketing or PR team working with this new, fast-growing tech?

Mastering Digital Identity: Christine Perkett’s Revolutionary Approach to Personal Branding on In The Now Podcast

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Host David Reske interviews Mindfull Marketing + PR’s Founder and CEO on the value of personal branding

In today’s digital landscape, personal branding is no longer optional; it’s essential. Our Founder, Christine Perkett, a renowned PR and branding expert, shares her wisdom on this topic in an insightful episode of the “In the Now Podcast.” Perkett highlights the significance of personal branding, likening it to a “walking resume” in our interconnected world. Her approach emphasizes the seamless blend of personal and professional lives online, empowering individuals to shape their own narratives.

What sets Perkett’s perspective apart is her focus on authenticity and evolution. Drawing inspiration from Martha Stewart’s brand journey, she illustrates how personal brands can pivot and grow over time. This adaptability is key, especially for those new to the field. Perkett advises identifying core values and tailoring content across various platforms, clearly distinguishing genuine personal branding from the pay-to-play world of profit-driven influencers.

This episode is more than just a guide; it’s a reflection of the expertise and approach that our agency embodies. As you listen to her insights, consider the impact such expertise could have on your personal or corporate brand. Mindfull Marketing + PR, with its deep understanding of branding dynamics and over 25 years in business, is ideally positioned to help you navigate the complexities of the digital age.

👉 Watch the episode now and discover how the rules of personal branding are evolving and how they can benefit your career at any stage.

Christine climbing Angel’s Landing in Zion Park, Utah


AI in B2B Marketing

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Partnering with an AI-aware marketing agency is key

As the advancements in artificial intelligence (AI) continue to shape the business landscape, it’s crucial for B2B marketers to understand the potential benefits and challenges of integrating AI into their marketing efforts. While AI offers valuable tools and automation, it’s important to approach its implementation cautiously and ensure that you have proper training, protocol, and processes for employees – especially as an agency servicing clients. Businesses hiring agencies should also understand the significance of partnering with vendors aware of the nuances of AI and inquire about these points before making any final decision.

  1. Define Your Objectives: As with any tool, it’s vital to clearly define your marketing objectives first and then identify the areas where AI can assist. Whether it’s lead generation, content personalization, or customer segmentation, having a well-defined purpose will help you assess the relevance and effectiveness of AI solutions.
  2. Understand the Limitations: While AI can bring efficiency and automation, it’s essential to recognize its limitations. AI algorithms depend on data, and biases can inadvertently influence outcomes. Further, its style – when copied directly vs nuanced with the human eye and mind – can be off-brand. Understand the potential pitfalls and ensure that ethical considerations are taken into account during the implementation process and that employees have clear directives on how to work with AI to avoid embarrassing mistakes.
  3. Choose the Right AI Tools: Evaluate and select AI tools that align with your marketing goals. Consider factors such as scalability, compatibility with existing systems, ease of use, and the ability to provide actionable insights. Collaborate with your IT department or seek expert advice to make informed decisions.
  4. Data Quality and Privacy: Data is the fuel that drives AI algorithms. Ensure that your data is accurate, up-to-date, and of high quality. Implement robust data governance practices and prioritize customer privacy and data protection. Ensure that your employees or agency aren’t sharing corporate secrets with tools that may not comply. Compliance with relevant regulations, such as GDPR or CCPA, is crucial for maintaining trust with your B2B customers.
  5. Partnering with an AI-Aware Agency: Let’s be honest, we are all figuring this out together as AI has just become mainstream. That being said, when seeking external assistance, work with a B2B marketing agency that understands the nuances of AI and has been testing its applicability in marketing. Look for agencies with expertise in AI-driven marketing strategies and a track record of successful implementations. They should have a deep understanding of your industry and be able to integrate AI technologies effectively while preserving the human touch.
  6. Collaboration and Training: Collaborate closely with your chosen agency throughout the AI integration process. Communicate your specific requirements and ensure that the agency understands your unique business context. Additionally, invest in training your internal team to leverage AI tools effectively and adapt to the changing dynamics of AI-driven marketing. Ensure that your agency has done the same. Typical agency structure means that, often, junior-level executives are creating content. Confirm with your agency that AI training is in place, inquire about what it looks like, and ask about approvals protocol for all content. Finally, be sure that employees understand that garbage in equals garbage out. AI often produces a recap of the information put in, vs. fact-based value-add.
  7. Continuous Evaluation and Adaptation: Implementing AI in B2B marketing is iterative. Continuously monitor and evaluate the outcomes, making adjustments as needed. Regularly assess the performance of AI algorithms, fine-tune models, and stay updated with the latest AI advancements to optimize your marketing strategies.

AI has the potential to revolutionize B2B marketing by enhancing efficiency, personalization, competitive analysis, and customer insights. However, a cautious approach is necessary to avoid pitfalls and maintain the essential human connection in your marketing efforts. By defining clear objectives, selecting the right tools, prioritizing data quality and privacy, and partnering with an AI-aware agency, you can harness the power of AI while ensuring a balance between automation and human interaction. Remember, AI is a supplement to human efforts, not a complete replacement.

A Brief History of Women in Marketing

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It’s Women’s History Month and we take a. look at the history of women in marketing.

Despite facing significant barriers and discrimination, women have played a critical role in shaping modern marketing and advertising. From the early pioneers who defied expectations, to the trailblazers who pushed boundaries and changed the industry forever.

Of course, women were historically largely excluded from the industry. Like many others, it was seen as a male-dominated field, and women were often relegated to secretarial and administrative roles. However, there were a few trailblazers who defied expectations and made their mark.

One such pioneer was Helen Lansdowne Resor, who in 1908 became the first female copywriter at J. Walter Thompson (now Wunderman Thompson), one of the largest advertising agencies in the world. Resor is credited with developing the “A Skin You Love To Touch” campaign for Woodbury’s Facial Soap, which became one of the most successful ad campaigns of its time.

In the mid-20th century, women began to make more significant strides in marketing. During World War II, women played a critical role in the war effort and were called upon to fill many jobs traditionally held by men. This included marketing and advertising roles, as companies sought to appeal to women who were managing households and making purchasing decisions while their husbands were away at war.

Women such as Mary Wells Lawrence and Charlotte Beers rose to prominence in the industry during this time, founding their own agencies and developing innovative campaigns for clients such as Braniff Airlines and Alka-Seltzer.

In the 1980s and 1990s, women continued to make significant contributions to marketing and advertising while the industry experienced a boom. Women were at the forefront of many of the biggest campaigns of the era.

Women such as Cindy Gallop and Madonna Badger founded their own agencies and pushed boundaries with provocative and groundbreaking campaigns for clients such as Calvin Klein and Victoria’s Secret.

While women as a whole still face gender bias and pay disparities in the industry, they continue to make their mark and break down barriers. Some of our favorites are:

  • Ann Handley, Chief Content Officer of Marketing Profs, best-selling author, and notable keynote speaker who is rethinking the way businesses market themselves.
  • Brittany Driscoll, Co-Founder and Chief Executive Officer of Squeeze, a revolutionary new massage franchise concept from the founders of Drybar.
  • Aliza Freud, Founder & CEO of SheSpeaks, a diverse community of female consumers and influencers in America driving influencer marketing campaigns for brands.

It’s exciting to see women leading more major companies and driving innovation in the industry by starting their own marketing businesses. And a new generation of female marketers is emerging, determined to create a more inclusive and equitable future for the industry.

We’d like to say thank you to the early female pioneers who defied expectations and to the trailblazers who continue to push boundaries and evolve the industry. We’re closing the gap in this traditionally male-dominated industry: according to Zippia, in 2022, 47.8% of marketers were women and 52.5% were men. Women have proven time and again that they are a force to be reckoned with and marketing and advertising are no different. So long, Mad Men.

Medium Interviews Christine Perkett on Leadership Strategies and the Future of Work

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Medium turned to our Founder & CEO, Christine Perkett, for her thoughts, insights, and advice on the future of work and lasting leadership.

Being a leader today requires the same mental fortitude and ability to guide and inspire that it always has. Still, it also entails new levels of understanding and the ability to adapt to an ever-changing and faster-than-ever business environment. This adaptability includes navigating uncertainty like we had to during the pandemic or are doing today with looming recession concerns and mass layoffs.

  • Christine climbing Angel’s Landing in Zion Park, Utah

Christine also shares her thoughts on the top five traits leaders should exemplify now.

Read the full story here.

Newsweek Turns to Christine Perkett for Professional Analysis

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Newsweek turned to our Founder & CEO, Christine Perkett, for her professional analysis of Jason Sudeikis and Olivia Wilde’s nanny drama and public statement.

Jason Sudeikis and Olivia Wilde‘s nanny drama could positively affect their careers, a brand strategist tells Newsweek.

Read the full story here.

Women in Leadership: Dara Brenner, Chief Product Officer, CentralSquare Technologies

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The Mindfull Marketing team is excited to share our latest interview with Dara Brenner (Dara Brenner | CentralSquare), Chief Product Officer at CentralSquare Technologies. As an integral member of the leadership team, Dara is known for delivering innovative and disruptive technology solutions that deliver world-class customer experiences. CentralSquare Technologies is the largest independent public sector software provider that powers all aspects of managing local government to build smarter and safer communities. Dara shares insight on her role and how she enjoys mentoring and coaching her Product Management team. 

Please tell us a bit about your role as Chief Product Officer. 

As the Chief Product Officer at CentralSquare, I am super proud to lead a team of Product Management professionals creating the best solutions to help make our communities smarter, safer, and more connected.

What do you find to be most challenging in your role? 

I have been in Product Management for over two decades. Yet, this is the first time I’ve had the opportunity to work in a field where what we do every day impacts the communities in which my family and friends live, as well as the people who keep us safe every day. I can’t think of a more fulfilling way to apply the skills and leadership experience I’ve gained throughout my career.

Can you tell us a little bit about Central Square Technologies and your mission to help the public sector? 

CentralSquare’s mission is to provide the broadest, most intelligent, and most unified public sector software suite to power all aspects of managing local government. We are constantly innovating with new solutions in partnership with the communities we serve. More than 8,000 customers trust CentralSquare, which translates to more than 375,000 sworn officers in the US and Canada. In fact, our software supports three-quarters of US citizens daily.

Any recent developments you would like to share? 

Two developments have significantly shaped my six months here at CentralSquare:

  • We executed a Product Lifecycle process where we announced the End of Life for a set of solutions, and customers are excited about their modernization options. Without this, they would have continued using decades-old products, and now they can take advantage of new technology that will help them better support their communities.
  • We are undergoing an agile transformation that will allow for greater visibility, provide additional career opportunities, and help CentralSquare move faster to meet customers’ needs.

What drives you? 

Beyond what’s outlined above, I love leveraging technology to solve customers’ business problems. Also, I consider myself very lucky to help coach, mentor, and grow the next executive leaders of Product Management.

What keeps you up at night? 

It’s probably working through the next big idea that pops into my head and trying to determine if it’s crazy or viable.

Outside of your career, what are you enthusiastic about? 

My family is definitely what I am most enthusiastic about, but beyond that, I’m a huge sports fan, and I also love spending time with family and friends at the lake.

Favorite place to travel?

I’ve been fortunate to have traveled to every continent, with the exception of Antarctica (soon, I hope!). I love to travel to experience the people, food, and culture. However, my favorite place, and one that I’m hoping to revisit soon, is Australia. I was just blown away by the beauty of the country and the people.

Will Reuters Paywall Deter PR Pitches?

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Our CEO, Christine Perkett, was interviewed by PRWeek about whether or not Reuters News’ decision to convert Reuters.com to a subscription-based product will deter PR pitches.

Christine Perkett, the CEO of Mindfull Marketing + PR told PRWeek that a paywall may mean less overall eyeballs but could also lead to higher quality in views. She emphasized that even in today’s age of focusing on the numbers of followers and social media “likes,” there’s a premium on having the right followers and engaged readers.

Read the full story here.

Top 10 Directors of PR to Follow in 2021

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Our CEO, Christine Perkett, was named a Top 10 Director of PR to Follow in 2021 by PRNews.io. Read the full article.

Follow these PR influencers to be inspired and to stay on top of news in the PR world.