All Posts By

Scott McKelvey

5 Questions With Brian Ciriaco, Co-Founder Of East Coast Beer Company: Ditching Hi-Tech To Brew Craft Beer For The Real Jersey Shore

5 Questions With Brian Ciriaco, Co-Founder Of East Coast Beer Company: Ditching Hi-Tech To Brew Craft Beer For The Real Jersey Shore

By Interviews 13 Comments

Two high school buddies from Brick, NJ went to the same college and enjoyed successful careers in hi-tech with the same company. Then they decided to chart a very different career path as brewers of craft beer that represented their home – the real Jersey Shore – and the East Coast Beer Company was born. Find out how they did it and what types of marketing work best for this small, local and specialty business.

Read More
5 Things I’ve Learned About Marketing From Bad Automotive Advertising

5 Things I’ve Learned About Marketing From Bad Automotive Advertising

By True Stories 7 Comments

As a creative director in radio for about 12 years, I constantly railed against bad automotive advertising. As a marketing and advertising professional, I found it embarrassing. As a consumer, I found it insulting. As a regular guy, I found it annoying. One of my all-time favorite advertising quotes comes from Hugh MacLeod, who once said, “If you talked to people the way advertising talked to people, they’d punch you in the face.” But this ear poison has taught me some valuable lessons about marketing content and strategy, and motivated me to do better. Here are five of those lessons.

Read More
5 Questions With Eric Taylor: From Mastering The World Of Marketing To The Superhero Who Changed His Life

5 Questions With Eric Taylor: From Mastering The World Of Marketing To The Superhero Who Changed His Life

By Interviews 22 Comments

Eric Taylor is a speaker, best-selling author, coach, consultant and President of Eric Taylor Consulting. Eric collaborates with enthusiastic, ethical and forward-thinking CEOs, sales professionals, HR directors, business owners and entrepreneurs in the area of sales, sales management, leadership, employee motivation and personal development. Get his take on building a successful marketing plan and his life-changing encounter with a real “superhero”.

Read More
Marketing To The Heart: A Lesson From "Gladiator"

Marketing To The Heart: A Lesson From “Gladiator”

By Marketing Insights & Strategy No Comments

Wise old Proximo, the gruff retired champion gladiator knew how to push people’s buttons. He knew killing was good enough for the provinces, but not Rome. He could win the match by just doing his job but he could win the hearts of the crowd by giving them a show. That’s how he became champion. Yes, we’re knee deep in a metaphor here. If you have a product or service that works well, does what it’s intended to do, and is priced fairly – the rational reasons for buying a product – it gets you in the game. But it’s the other stuff that you bring to the table that separates you from the pack. Take a lesson from Proximo about how to win the hearts of customers and get beyond the mere logic of low prices.

Read More
5 Questions With Geoff Brown, General Manager Of The Lakewood BlueClaws: Put Me In, Coach - I'm Ready To Play!

5 Questions With Geoff Brown, General Manager Of The Lakewood BlueClaws: Put Me In, Coach – I’m Ready To Play!

By Interviews 2 Comments

The Lakewood BlueClaws are entering their 12th season as a Single A minor league affiliate of the Philadelphia Phillies. Playing their home games at FirstEnergy Park in Lakewood, the BlueClaws are three-time South Atlantic League champions. As the only general manager in team history, Geoff Brown has plenty of experience keeping fans happy and coming back for more. Find out how Geoff has helped establish the team’s popularity through social media and community outreach.

Read More
Is Your Business Ready For Today’s Empowered Consumer?

Is Your Business Ready For Today’s Empowered Consumer?

By Marketing Insights & Strategy 6 Comments

More information. More access. More choice. More voice. More technology. More influence. More control. More social consciousness. Meet today’s empowered consumers. They’re not shy about flexing their muscles and raising their voices, in favor or in opposition, online or in person. So what can you do to satisfy this new consumer? Smart businesses take advantage of the opportunities and information available in today’s market. Find out more so you can satisfy and respond to customers today.

Read More
5 Questions with Chad Small, Headmaster of The Rumson Country Day School: Innovative Education & Lifetime Friendships

5 Questions with Chad Small, Headmaster of The Rumson Country Day School: Innovative Education & Lifetime Friendships

By Interviews No Comments

Helping children excel inside and outside of the classroom has been a tradition at The Rumson Country Day School since 1926. For the last 23 years, Chad Small has been the school’s headmaster, integrating innovative educational methods to better prepare kids for high school, college and beyond. In an industry where budgets are always tight, Chad has found that his best marketing tool is word-of-mouth. He has spent more than two decades building a reputation of excellence and engendering trust in his community. Coupled with social media outreach to parents and students, Chad’s experiences teach us that building personal relationships is powerful marketing.

Read More
Beyond Logos And Slogans: What Your Brand Is Really All About

Beyond Logos And Slogans: What Your Brand Is Really All About

By Branding & Design No Comments

It’s not uncommon for a fellow business owner to look at my logo and say, “That’s a great brand!” What they were really saying was, “I like your logo!” You really can’t create a brand in Photoshop, even if you add a slogan. Both can be valuable parts of your overall image, but your brand is something entirely different. Find out what your brand is (and isn’t) and what it can mean to your business if you develop it correctly.

Read More