Recent Posts

Pinstripe Recognized as Top Global IT Channel PR Firm

Pinstripe Marketing has been named one of the top global public relations firms serving the IT Channel industry by Forrester, one of the world’s most reputable research firms. The rankings were determined by going directly to the source, interviewing members of the channel media and consultants to determine what PR companies “stuck out from the rest.”

In his post announcing the rankings, Jay McBain, principal analyst, Channel Partnerships and Alliances, describes the “trend that is affecting many channel leaders is the convergence of PR, marketing, and advertising. The line between them is blurring, as many channel vendors review budgets collectively. In response, today’s PR professionals have been forced to become brand ambassadors, content marketers, influencers, social media experts, and market analysts themselves.”

“I have worked with channel technology companies for over 20 years,” said Ginger Reichl, Pinstripe president. “The importance of their innovation is critical to powering business across the globe. Telling their stories is among the most satisfying work we do and to be recognized among these talented firms is humbling.”

See the entire list and read Do Channel Vendors Need Public Relations Anymore? at Forrester.

SMPS Emerging Trends in Technology Event

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Technology has advanced at a dizzying rate over the last decade and it shows no sign of slowing that pace. Feats that we could only imagine 20 years ago are a reality today thanks to tech like virtual reality (VR) and augmented reality (AR). Science fiction movies have been using holograms and mixed reality for years and now those technologies are upon us. The Society for Marketing Professional Services’ technology event, Emerging Technologies in the A/E/C Industry, is a testament to that fact. We learned some really interesting things at this comprehensive presentation and panel discussion from some of Tampa Bay’s leading techies and then we learned how these technologies are being applied to the architecture, engineering, and construction industries.

From Cool Game to Business Application

Just a few years ago, virtual reality goggles and holo-glasses were fun, experimental gadgets that offered games, travel experiences, and trips to outer space without leaving the comfort of your living room. Soon after these gadgets became more mainstream, many industries, with the help of tech-savvy staff and forward-thinking executives, started seeing the real-world business applications of this technology. In the A/E/C/ industries, the applications are vast – and important. Imagine being able to do walk-throughs of a new building with the use of virtual reality, before the contractors even start working on the foundation. Contractors, architects and engineers can communicate about the nuances of a space before construction begins. This is a huge step for eliminating costly errors and miscommunication. Virtual reality is a project manager’s dream come true.

Use Case – Atlanta Falcons

When the Atlanta Falcons decided to build their new stadium, they hired our friends at HD Interactive to create a virtual reality simulation of the stadium experience from all perspectives, including the various seating levels, the 50-yard line, and the end zones. HD Interactive rendered the simulation using the architectural and engineering plans and created an application that allowed the owners and investors to do a virtual walk-through of the stadium. They inspected the experience from a multitude of angles and discovered that the giant television screens were placed at an angle that was extremely uncomfortable to look at. They were up too high so extended viewing caused the viewer to have neck pain. As a result of this discovery, the team changed the plans and placed the screens at a level that was more comfortable to view. Having the ability to change the plans before they began construction saved a significant amount of money and time added to the project timeline.

Many industries are applying virtual reality and augmented reality. If you had the option, how would you apply this technology in your business?






Google’s Reach For Data

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Data Harvesting: Before the internet, data collection was primarily census information and zip codes. Of course, there was more to it, but it was far less precise. Today, Google, Facebook and Microsoft (Bing) trade services to consumers for information about them—keeping an ongoing record of their activity—eventually they know what you look like and exactly where you are. For businesses this is a big deal, but more about that later.

It’s no surprise that these companies and a whole host of others are gathering information about you with every click on your phone and every stop you make while running errands. Yes, that’s right. If your phone has Google’s Android on it then they know through GPS data where you’ve been. This link shows you how it can be turned off, but I’m all for keeping it on. As a matter of fact, I’m a Level 5 Google Local Guide. They show where I’ve been during the week and I review those businesses, because I believe that good businesses should be rewarded with good reviews.

With GPS data being a major component of Google’s data harvesting, some of the other types of data are: Gmail (every email and the content inside it), search history, bookmarks, user profile, apps downloaded, YouTube history, friends, connections, family and many others. The amount of data they store about one person can be more than 5GB of data. That’s millions of Word documents!

Of course, you’ve agreed to all of this and so have billions of people and organizations. Some have opted out and others have strict privacy settings, but, in all, Google has a pretty good idea of who you are, especially as a consumer. And they had better because that’s how they make money.

What’s the Payoff for Access?

We’ve done lots of articles on target marketing and how important it is for ROI. This is why Google AdWords is the best at targeted marketing strategies. They have the biggest reach with nearly 66 percent of total search volume worldwide and the most data. Google’s pay-per-click helps businesses find new customers – they are years ahead of anyone else, because advertisers pay only for direct connections with potential customers.

Facebook and many others are still charging for impressions, or how many people may have seen the ad, which is great for brand awareness, but doesn’t hit the bullseye. With Google, advertisers may get impressions, but only pay for click-through rates. All of this data is still collected and offered to the customer.

When it comes to Facebook, their checkered past of exaggerated ad data makes us cautious of an enthusiastic endorsement. Also, Google and Facebook are very different in the way they determine ads served. Facebook bases ad choices on consumers’ chosen interests on their profile, while Google collects organic data as the consumer moves throughout their daily routine.

Are There Really Any Alternatives?

Yes, there are a few and you should give them a try, particularly if Google is too expensive or your keywords have multiple meanings. For starters, there’s Bing, also a pay-per-click service that has a great track record and over 150 million unique users. Plus, they boast a captivated market share with an audience that is older and spends 25 percent more money online than other users. In most cases, Bing is cheaper for advertisers than Google because they don’t have the sizable reach.

Amazon and BuySellAds are different in that they sell awareness with high click-through rates. Amazon is best for retailers and BuySellAds works great for entering new markets. There are many choices and finding the one that’s right for you can be a difficult decision. Shoot us an email and we can walk you through the options.

Michael Premo
Content Strategist
Pinstripe Marketing

Marketing as a New Year’s Resolution

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Is one of your New Year’s resolutions to grow your business? To do more marketing? To be more strategic? To work smarter, not harder? You’re not alone! Each year, our phones start ringing on January 2nd with clients ready to start off strong.

If you need support to refresh your brand, launch that new web site, generate new content, shoot new videos, design new marketing collateral, build relationships with the media, or just to keep you on track – we’re here for you. Let’s set up a meeting and discuss your resolutions!

Be More Awesome in 2016!

INBOUND 2015 – one of the biggest and best marketing conferences

INBOUND features inspiring keynotes, innovative talks, educational breakout sessions, hands-on lessons and tons of networking. Join us (and 10,000+ new friends) in Boston from September 8th through the 11th to get inspired by Seth Godin, Daniel Pink, Brene Brown, and dozens more, including comedians Aziz Ansari and Amy Schumer.

The event includes more than 170 education sessions (if only we could be cloned!) designed to help us master our skills in:

  • designing content strategies
  • creative storytelling
  • personalizing modular content
  • building collaborative teams
  • nurturing inbound leads
  • tapping into big data
  • aligning sales and marketing
  • discovering client insights
  • using research to drive strategies
  • driving client engagement
  • unleashing better creative
  • developing successful video strategies
  • crafting compelling email campaigns
  • leveraging LinkedIn groups
  • generating traffic from Facebook
  • measuring online activities with Google Analytics
  • building relationships with the media
  • creating world-class company culture
  • adopting new marketing technology
  • forecasting customer activities
  • the art of social selling
  • hosting badass events
  • with more sessions being added daily!

We are so excited about participating in this conference and are working on scheduling a breakfast or happy hour with friends and colleagues from across the country while we’re there. Let us know if you’ll be attending and we’ll add you to the list!

Register for INBOUND 2015!