OnPoint Insights

Fresh Perspectives & Big Ideas To Increase Productivity & Growth

Category Archives: Marketing

Keep it simple, be relevant and get noticed: Q&A with Corporate Communications Expert, Erwin Zijlstra

By | Leadership, Marketing, Strategy & OGSM | No Comments

ArchPoint welcomes Erwin Zijlstra to its growing international team. With experience in strategic planning, internal communications and public and media relations, Erwin helps leaders create a strategic vision, drive transformation and change, improve brand positioning and increase employee engagement.l His experience in both consumer and B2B domains comes from organizations…

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Connect where it counts – 3 ways to make the sale before they reach the store

By | Digital Marketing, Marketing | No Comments

Every day, more and more customers are opting to shop online, choose curbside pickup, and home delivery rather than visiting stores. This leaves impulse purchases driven by new products, line extensions and in-store promotions virtually untouched by many consumers. If a customer does shop the old-fashioned way, fierce competition for…

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Don’t shortchange the in-store experience

By | Marketing | 6 Comments

The consumer path to purchase is traditionally depicted by a purchase funnel, a model beginning with brand “Awareness” and (hopefully) ending with a “Conversion” or purchase transaction. Businesses need to move shoppers through this funnel to fuel growth. A company can choose to focus on the ratio of each move…

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Why and How to Invest in Digital Marketing

By | Marketing | No Comments

The complexity of today’s marketing ecosystem can be overwhelming considering the various components, the fact that each is vying for limited marketing dollars and that ROI on those dollars is never guaranteed (and often hard to predict). When developing a strategy, the 2016 brand executive has to balance what history…

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4 Tips for Communication Planning

By | Marketing | No Comments

Amid the hustle and bustle of annual strategic business planning, many organizations fail to properly consider and define their marketing plans. While marketing planning may be a subset of the overall business plans, it requires a rigor all its own. Many business leaders do not understand how the marketing plan…

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