Historically, marketing occurred in two spots during television and movies: clear commercial breaks or product placement. Both expensive options only the nation’s biggest brands were privy to. But, as with anything within this industry, the onset of social media has brought accessibility to the masses. With the dollars to reach large audiences in the hundreds…  Read more

In a matter of months, the tone of our country has shifted from the debilitating horror of COVID-19 into an enraged passion for social justice reform. As Americans grapple with the virus and adjust to our new way of life, a much older plague continues to upset our nation—systemic racism. While millions across the country…  Read more

Your higher education institution’s marketing strategy is ahead of the game if you and your staff have realized that the stereotypical perception of college students—that the majority are 18- to 21-year-olds full-time students in it for the joy of learning—is dead wrong. Research shows that most students at your institution are already working, a little…  Read more

Giving is changing. In a time when everything is changing, that might not be a surprising statement. But it is more than people giving with a smartphone rather than by dropping a check into a reply envelope. A fundamental change is taking place in philanthropy—and it impacts colleges and universities and the way they go…  Read more

As we move into the new decade, the digital landscape continues to evolve to meet the needs of consumers. It’s up to marketers to be innovative and reach people on the channels they’re using, and to engage with them in the way they prefer. Lead generation and traffic are still top-of-mind for marketers, which means…  Read more

The holiday season is here again, and brands of all types are clamoring to capitalize on the festive feeling. As much as some people like to bemoan the “pumpkin-spicing” of what seems like every food product, it makes sense for businesses. Flavors like cinnamon, nutmeg, and peppermint can be enjoyed year-round, but there’s a reason…  Read more

In order to predict consumer trends, it’s always best to follow the young people. For a group of associates from The Martin Group, that meant an October trip to SneakerCon in Toronto for an up-close look at the current “sneakerhead” community and how these savvy consumers are shaping streetwear, fashion, and modern-day commerce. Our main…  Read more

Answering the big questions Often, we’re tasked with marketing not just the what, but the where. A medical center, for example, is more than just the vital services they provide. It’s the team of dedicated doctors, nurses, surgeons, and others who are entrusted to deliver the necessary care to each patient. And it’s the efficient,…  Read more

Pat Collins, Junior, Canisius College Rather than waiting for summer to pursue a job opening, I was fortunate enough to begin working at The Martin Group in the midst of my second semester of college. Seven months ago, in the dead of winter, I strode into 620 Main Street as a 20-year-old agency newcomer. Upon…  Read more