Jack Borie

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10 reasons to consider this sales and marketing tactic—especially if you are in the early stages of your organization. If you are trying to raise brand awareness by educating consumers and potential customers about the types of products and services you are offering, then it might not be a bad idea to launch a pop-up shop or kiosk location to attract more interest and reach people where they're at. When you are just starting out in business, this type of solution is convenient and affordable because there is no long-term lease commitment. It also enables companies to create a sense of urgency because its location lacks permanency. Experts from Fast Company Executive Board know all about this alternative way of doing business. Here, they discuss how this method of selling can be successful and increase the bottom line of your digital or brick-and-mortar establishment.

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Applying the "show, don't tell" method in today's digital world can work wonders if you want to build your sales pipeline. When your sales and marketing team members are gearing up to promote your organization at a yearly in-person or hybrid-remote industry convention—in the new normal, it's always important to figure out the best strategy to effectively rise above the competitive noise and capture the attention of your target audience. So, how can company leaders elevate learning opportunities for current and potential customers to gather and retain information about their business products and services in the most efficient way? Below, 12 Fast Company Executive Board members share tips to keep consumers engaged and interested in what your brand has to offer, showing them why they should stick around to hear more and possibly give it a chance rather than moving on to another vendor.

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Here's what to do when your company—and customers—are being taken for a ride. In today's digital world, it's not unusual for consumers to be misled online, by phone, or in person by a fraudulent agent or entity posing as a well-known and trusted brand. So, what is the first thing a company's leadership team should do if the business and its customers fall prey?  Don't panic. Doing so could result in a misplaced overreaction that escalates the situation even further.  Instead, stop, take a breath, and assess all of the details: How and why has this happened? Next, create an immediate, transparent response to demonstrate your company's commitment to retaining the trust of loyal and potential customers and protecting its longstanding reputation in the marketplace. Whether you are seeking practical solutions to mitigate current circumstances or you want to proactively avoid being targeted in the future, nine experts from Fast Company Executive Board are here to offer some highly effective best practices.

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The following "strategic" patterns may push your company further away from its bottom-line business goals. If your brand's latest promotional strategy is entirely based on a trend that doesn't align with your company's core values and authenticity, then you should probably rethink your plans. You don't need to necessarily keep up with what the competition is doing.  Instead, turn your attention back to what your unique customers' biggest pain points are right now. These often change, so you need to be able to adapt to the specific needs of the people you want to serve. It also means taking your time to do the proper research and letting the data drive your decision-making process so you reach your desired results in the long run.  Many company marketers often struggle because they're wasting their company's time and money on the areas of advertising that don't resonate with their consumers at all. Here, 12 industry leaders from Fast Company Executive Board describe the nature of some of those pitfalls and why they should be avoided if you want to build a brand that is organically successful.