Categories for In The Market

keep calm & wear pink
10.19.2015

Keep Calm & Wear Pink


We’re seeing it everywhere this month: pink accents on the uniforms of our favorite NFL players; pink frosted doughnuts and ribbon-shaped cookies at our favorite bakeries. Pink, pink, and more pink. The color pink is used to mark the observance of October’s designation as Breast Cancer Awareness Month, an annual international health campaign organized by major breast cancer charities every October to increase awareness of the disease and raise funds for research into its cause, prevention, diagnosis, treatment and cure.... Read More

Salvation Army Coats for Kids
09.23.2015

A Good Deed for Kids in Need


Did you receive a “Thank You” card from Florida, recently? That’s the real estate market from that sunny perch, expressing gratitude for a New England winter so bitterly cold and so long that it blew new life into real estate sales. On those frigid days when the weather dominated water cooler conversation, can you recall passing by someone on your commute who was woefully underdressed for the conditions? It seems likely that there were plenty of people. The good news... Read More

dentist swabbing kids cheek
07.13.2015

The 7th Annual Kids Safety Expo July 25th, 9 a.m. to noon


As we near the end of July, national make a difference to children month, we urge you to help make a difference in your child’s life, or the life of a child that you know. Summertime is the most anticipated time of the year for children. They are out of school and carefree. However, this can be one of the most stressful times of the year for a parent. Worrying thoughts tend to engulf their minds, “Where are they?” “Did... Read More

A Hefty Risk with Big Reward


Take a moment to watch one of these TV spots or two (they’re pretty entertaining; you might find yourself watching all three).       What makes these ads so great? Hefty took a risk. While it can be intimidating to bring a creative, “out-of-the-box” idea to a board of directors, a safe approach doesn’t always make an impact. In this party mom campaign, skeptics would say that Hefty ran the risk of alienating some more traditional consumers. However, by... Read More

2015 Shrine Circus featuring Bello Nock
04.13.2015

Melha Shrine Circus opens school vacation week


Every year, the Melha Shrine Circus takes over the Eastern States Coliseum in West Springfield, providing affordable family-friendly entertainment for western Massachusetts and northern Connecticut. For over a decade, Market Mentors has held a behind-the-scenes role in the event, helping the Melha Shriners promote the circus and raise awareness of the Shriners Hospital for Children in Springfield, Mass., and we are excited to be back in the saddle this year! This year’s circus – which takes place April 23 to... Read More

Political Lay of the Land: 2014 Primary and General Elections


The weather will not be the only thing heating up this summer as we head toward the Primary Election on September 9th and also the General Election on November 4th. The shifting political landscape will have big implications on business nationally and here on a local level. With regards to marketing, election season dramatically increases demand on advertising inventory. For example, an estimate of fourth quarter political market spending is approximately $2.5 to 3 million (based on previous political races and ballot... Read More

Summer Safety Expo a Success


As a new mom, I’ve learned that there are a myriad of worries that plague parents with regard to the well-being of their children. Among those worries: How do I keep my son/daughter safe while still giving them a chance to have the same carefree — and fun! — childhood that I had? For those parents looking for ways to keep kids safe while providing entertainment and education to children, there were an abundance of resources available at the 6th Annual Kids... Read More

How to Win Games and Influence People


The world cup is in full swing and full of excitement. Surprising comebacks, inspiring underdog performances, and of course, the usual suspects. As the popularity of soccer in America grows so does our understanding of how the game is played, what it takes to win and what makes a remarkable team. In this way, advertising and the World Cup have a lot in common. The World Cup is a collection of the finest teams in the world all vying for... Read More

2014 Kids Safety Event Coming Soon
06.26.2014

The 6th Annual Kids Safety Expo July 26th, 9:00a–12:00p


Summertime. For the majority of kids, it is the absolute BEST time of the year. I remember how much I loved it; school’s out, the sun is shining, and eight weeks of solid, carefree, play-time and lounging begins. I’m sure for a parent it’s a whole different ball game. Thoughts run rampant with the typical concerns about the well-being of their child during neighborhood playtime. “Do they know how to get back okay?” “What if something happened?” “Dinner’s getting cold;... Read More

The Melha Shrine Circus celebrates 60 years of clowning around


All of us at Market Mentors are very excited the Melha Shrine Circus is coming to western, Mass. May 1st–4th. It is an honor to work with the Shriners year-after-year. They continue to bring fun and enjoyment to so many individuals, while promoting awareness of the Shriners Hospital for Children in Springfield, Mass. This year is particularly exciting because the Melha Shrine Circus will be celebrating their 60 year anniversary! But wait, the fun doesn’t stop there… The show will... Read More

Freshly Brewed: New England’s Favored Java Giant Updates Brand ID


The Boston Business Journal recently featured an article about the change in scenery we will soon be seeing at Dunkin Donuts (check out the photo gallery here). Gone are the days of stiff, uncomfortable tables and chairs in piercing orange and purple. New England’s favored java giant has opted for an interior overhaul featuring modern couches and lighting as well as more soothing shades of burnt orange — you might actually want to sit and stay a while. Each new... Read More

Tickled Pink to Be Turning 10!


All of us at Market Mentors are ‘tickled pink’ to announce our 10th year in business. Our humble beginnings date back to 2003 when Michelle Abdow opened shop in her Longmeadow, Massachusetts home. Since then, we have grown to include a strong client base of small to medium-sized businesses and international companies with global reach. In celebration of our first double-digit anniversary we have organized support for Rays of Hope, a local philanthropic initiative that will benefit our community and... Read More

2013 Salvation Army Coats for Kids


According to the latest statistics available from the United States Census Bureau, almost 11 percent of Massachusetts residents live below poverty levels… and many are children. As September is upon us, back to school needs can be a burden for those less fortunate. Help us do our part to provide much needed support for children in need by keeping them warm this winter. Every year area residents and local businesses work with the Springfield Salvation Army to help keep kids... Read More

Local Businesses Support Annual Kids Safety Expo


Since its inception in 2009, the annual Kids Safety Expo has been benefiting the greater Springfield, Massachusetts community with an abundance of free resources to keep kids safe while having fun, and give their parents peace of mind. This year marked a very important milestone, our 5th annual event produced by Market Mentors! Throughout the course of my career, I have been producing child safety events for almost two decades, and this past Saturday was by far the best event... Read More

Recipe for Effective Advertising


Ingredients: Your company or brand Market Mentors Grease elbows thoroughly; brainstorm and consider our top five tips: Define what you want the ad to accomplish  Define your target audience Answer the question: “What’s in it for the customer?” Declutter your messaging Make an authentic offer or call to action Advertising is everywhere. This article by Bloomberg Businessweek highlights some extreme places that businesses are now considering to compete for your attention — among the most unusual: eggs with logos and... Read More