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Ski and Snowboard Apparel Maker Northwest Tech chooses First Tracks PR

What if you could design your own ski jacket and pants? What colors would you choose? What features matter most? Where would you like the pockets located? Northwest Tech offers custom ski and snowboard apparel that’s made domestically. It’s what you get when a “tech” approach is applied to soft goods, shunning the broken “forecasting” model offshore brands use. Everything is made to order, so there’s little waste. So much of what is wrong in the Outdoor industry is the forecasting cycle. Domestic product with flexible manufacturing process and direct-to-consumer distribution can run lean and offer a lot of value with their product. …

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Content Marketing as a Utility for Customers

Content Marketing is everywhere now. Brands use content to help keep followers engaged with them, keep customers in consideration mode, and to keep existing customers loyal to the brand. The trouble is, we’ve reached a point where the sheer volume of content has created so much noise that simply sharing content is not enough. For brands that are considering a Content Marketing strategy it’s important to clearly define the goals of doing before launching right in. A Utility Content strategy is highly recommended. If you look at the recent epidemic of false news from shady sources during the US Presidential election, where the goal was …

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How a Brand called Kona unseated the Iron Brand of Men

If you’ve been to Kona, you’ve seen it. The Kona brand has usurped the popular brand for a world championship triathlon event. For a period of time, when the Ironman movie was in theaters, the search for a globally significant triathlon event by brand name would result in content related to a Robert Downey Jr film. As searches diminished for the movie, slowly the top search results became triathlon related again. But as brands who compete in the triathlon market have grown, so have the related terms that are not licensed and the most popular now is “Kona”. How did …

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Dig Deeper in social toolbox before subscribing to a third party app

It’s a poor craftsman who blames their tools. In the case of digital marketing on social media, I find many managers don’t look deep enough into their stock dashboards. They opt to subscribe for third party apps for campaign management and reporting. While many apps like Buffer, HootSuite or AdEspresso have nice visuals on the front end, they are built on the framework of the media platform they manage. They add expense to managing media and there are many indicators that Facebook and Google actually demote content posted using these apps and give preference to posts done in-app on the desktop business manager or analytics …

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PR is Content Distribution, not Press Release Re-publishing

There are many in the PR world who are clinging to an antiquated model of getting media results. They’ll tell you how your pitch must be structured, that you must have a Word doc attached, all sorts of things that worked in years past. Your number one job in PR is to make the editors job easy, and as we find younger journalists who are digitally savvy joining the senior ranks and coveted titles, the “old way” needs to be addressed. Pitching with content is the most successful way to get placement, editors are hungry for rich media and on …

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