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Jan 3

slopefillers_logo
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Expertise Featured in Regard to Snowbasin PR Scenario

Gregg Blanchard who heads up the popular ski industry marketing blog Slopefillers contacted me regarding the recent online firestorm bestowed upon Snowbasin Resort in Utah.

A not-so-appealing video hit the internet featuring a ski patroller acting in a less than customer focused manner as well dropping an f-bomb on a guest. The guests were youngish snowboarders which further fueled the stereotype of youth vs authority and gave the video more internet sharing juice. My take on the scenario from a PR and resort management perspective is featured as one of two experts on the matter on Slopefillers.

Here’s the video and below is my section of analysis on the event. Read more

Jan 2

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Ski The East – 2012 Winter Client Spotlight

If you’re an eastern skier, you’ve likely seen the Ski The East stickers on helmets, cars, skiers, foreheads and your favorite bar. The flagship brand and online community of Burlington, Vt. based Meathead Films, Ski The East is a source of pride, stoke and stylish gear for the eastern skier.

This winter Geoff and Rooster (the founding partners) have a lot on their plate. So they’ve shoved some of it onto mine for the next few months and the action is just getting underway. I’m rocking the Online Editor spot and also helping out with sales and PR. Joining Mr. Fater (STE Freeride Tour) and @ermepowskier in carrying a torch. Read more

Dec 27

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Ridiculous Marketing Analogy Tuesday – On a Boat!

You’re on a boat.

No you’re not on a boat, but there’s much to be gained from looking at our marketing gameplans through real life analogies. Some are more useful than others. Let’s try hopping on a boat and see how it goes. Read more

Dec 26

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Four Ways to Promote Your Vermont Business

Buy, Beg, Bug or Earn.

One of my fav “smart guys” on the national stage is David Meerman Scott. I got a chance to hear from him in person a few years ago. This post called “what we all really want is attention” may have been the piece that coined the above phrase. It’s worth a click.

Those are your options when trying to bring eyeballs to your business. Read more

Dec 22

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Vermont Small Business Social Media Services Made Simple

Just Say No To Mediocrity.

When a potential Vermont small business client approaches me with ample buzzwords, excitement and expectations for taking over the internet in his or her industry or location thanks to social media my first task is to get a read on whether their goals are in line with the amount of time, effort or money they plan to allocate to reaching those goals. 

Often times since many social media tools are free, there is a sense that it’s cake. Magic will happen automatically with little effort, time or skills. All they’ll need to do is show up at the party and promote their business. If only it were that simple. Many are initially staring at a recipe for mediocrity and little results for their efforts. Or worse, potentially wasted efforts that get abandoned down the road. I start to fix this right away. Read more

Dec 17

Happy Holidays From the Kaufman Family! (video)

Sorry USPS. 

We changed our mind. After a few weeks of talking about taking a special Christmas photo of our daughter Kaylin in order to print and send Holiday cards, we did this instead. Used the various photos and point-n-shoot vids on the home camera. It’s greener, makes for a memory reel to watch for years, and features the most popular member of the family that everyone wants to see. Happy Holidays!

Read more

Dec 11

newsflash
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*NEWSFLASH* Press Releases Should Get You Press

Be Relevant.

Recently I did some press release work for Mt. Abram Ski Area in Maine.

The announcement is getting some nice coverage helped along by attracting Associated Press interest.

If your news releases are mostly netting you a few internet cut-and-pastes, then consider some professional help. You likely need to refine your message and timing to be more useful to media outlets. It may also be time to strip your marketing copy from your media relations.

Bonus tip: don’t oversend press releases turning your brand into more of an annoying pest rather than a trusted source. Restraint is a key component of media relations in today’s noisy news climate.


Contact info and testimonials. I’m for hire ya’ll.

Dec 5

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Testing Out New Equipment – Vermont Video Solutions

Cameras don’t make videos. People do. Well, sort of.

I just recently got my hands on a new Canon XA10 and have outfitted myself with three different microphones, a new tripod and found a used camera bag that will hold all the cords and cables as well. There’s always a learning curve when you upgrade to new equipment and the fastest way up that curve in my experience is to watch tutorials and put the equipment to use in the field. We are now underway!

Tight editing keeps viewers watching.

I generally have three primary deliverables as far as video is concerned:

  1. Marketing driven storytelling that focuses on turning unstaged real life and real people into tightly edited and entertaining videos across your online channels. Any topic.
  2. Business overviews to allow for customers to “press play” on your homepage and learn it all.
  3. Newsy segments from either a journalistic or branded point of view. Read more

Dec 1

Kaylin displays her LEGOS
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Vermont Toddler Officially Enters LEGO Period of Development

FOR SATIRICAL RELEASE

Vermont Toddler Announces LEGOS as Next Phase of Master Development Plan

New strategic direction aimed at establishing market dominance in motor skills, color identification and improving quality of construction

(December 1, 2011) Moretown, Vt. – Further establishing herself as a market leader in the toddler development industry, Kaylin Kaufman, 14 months, of Moretown, Vt. is making official her dedication to LEGO products as part of her Master Development Plan (MDP). This mutually beneficial relationship is slated to continue through at least 2014 with an option to renew based upon the parental purchase of new LEGOS.

Kaylin displays her LEGOS

The next phase of Kaylin's MDP - LEGOS.

Read more

Nov 29

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Naming Your Video For Relevant and Ongoing SEO Results

Pressing record is step one.

You did it. You made a video. You’re going to put it online and the world will be your oyster. Not so much.

Youtube is a search engine of its own and one that holds very high regard in the older brother Google. It’s basically two search engines. Not able to get first page penetration for your site on Google for your desired keywords? You may have better luck getting first page via a video or at least good ranking in video search results. But how?

Name that puppy with a purpose. We’ve all seen “Yellowbus.mp4″ video titles being uploaded and shared by well intentioned marketeers. After the time is spent concepting, shooting, editing, rendering and uploading, missing the final step of dressing up your video with a keyword relevant title, a description with a link to your website and lots of relevant tags, means the overall ROI of your time and effort is being compromised. Don’t compromise yourself. That’s bad. Read more

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