Categories for Marketing

Got a claim? Be sure to back it up!


Got a claim? Be sure to back it up! One of my favorite scenes in the movie “Elf” is the one in the coffee shop. World’s best cup of coffee! Wow! This scene is hilarious, but it illustrates a trap that is all too common in advertising. While your parents may believe you are the best, the rest of us need proof.

Blog Contributor Evan
06.29.2016

The Sales and Marketing Seesaw


Freshly armed with a marketing degree, but desperately trying to avoid returning home to live with mom and dad, I jumped at the opportunity to take a sales gig. While it wasn’t directly related to marketing it was very rewarding, sometimes frustrating and surprisingly educational. Fast forward eight years, and I finally get to put my marketing cap on full-time here at Market Mentors. I still have a “new biz” role here, so I thought I would bring a little bit of my perspective to the table.

Did You Know We Go The Extra Mile?


As a “full-service” marketing agency, Market Mentors provides a variety of services including advertising, branding, media buying, graphic design, public relations and event planning. Although many of our clients work with us for just a few of our services, we strive to deliver the best results by providing “added value.” Added value is another impression we can create for our client to let them know “we’re here for you”. In addition, this little “something extra” is a great way for our clients to try a service that they may not have considered before, to strengthen their campaigns.

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

Stock Talk: Maximize Image Assets without Breaking the Bank


It’s fair to say that most companies are not shelling out the big bucks for custom photography every time they need a new flyer or print ad, which leaves them (or their marketing agencies) to purchase stock photography. There are two types of stock photography to choose from: rights-managed and royalty-free. A rights-managed photo is highly controlled by the stock house and licensed out on a very tight leash, so that anyone buying the use of that photo knows that... Read More

Online Reputation Management


With the advent of digital media and platforms that host reviews, it is important for brands to be aware of their digital footprints. Although it is unfortunate when users post negative reviews, it is neither unusual nor a reason to panic. An authentic brand will embrace feedback — positive or negative — and use it to better the customer experience. A savvy brand will encourage feedback from satisfied customers; brands that do not actively solicit feedback often miss opportunities to... 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

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

Loose Lips Sink Ships


I woke up this morning to read the news that the iconic pitchman for the Men’s Wearhouse had been abruptly terminated. And, that’s it. No more information than that. The guy who, for decades, has been telling us that we’re going to “like the way you look. I guarantee it.” was sent packing — on the morning of the company’s annual shareholder meeting nonetheless. My first thoughts were, “I can’t wait to hear why,” simply because of the mysterious way... Read More

Summer of the Cubicle


Sometimes internships get a bad reputation. Disgruntled college students emerging from their cubicle-clad lifestyles who can now recite the coffee order of everyone from their office, tend to taint the reputation of the coveted summer internship. These bitter intern jokes should be taken with caution however, since 86% of interns report they had a positive job experience. So when I first learned about my opportunity to become an intern at Market Mentors for the summer before my sophomore year of... Read More

Coincidence or Truth in Advertising?


I had lunch with a client the other day. She’s the Administrator for a Care at Home agency in Holyoke. Her job, as she describes it is to make sure her clients have the appropriate and qualified staff caring for them, but even more importantly, that they have an aide who is also compatible with them. She’s a modern-day matchmaker. So it wasn’t surprising to me that she was frantic that day on the phone, going back and forth between... Read More

Thinking ‘Inside the Box’


If you have not yet watched Kmart’s ‘Ship my Pants’ commercial, you have to! Not only will it make you ‘ship your pants’; it could also spark your creative side, as it did for Alf Zapata, an advertising student that landed an internship at Kmart’s ad agency. We had just finished a meeting at work when I read this article. We had been discussing just what he did, ‘how to leave a lasting impression.’ The first word out of my... Read More