Evergreen Trading

Make the Last Mile of Analytics Your First Priority

"Don't tell me how hard you work. Tell me how much you get done." - James Ling Any runner will tell you, the last mile in any marathon is the hardest. The same holds true for analytics. Seventy percent of enterprises recognize that smart use of analytics is a critical strategic priority, but only 10% believe they’re even coming close to achieving the full potential of analytics. The reason for that huge gap can be found in that all-important, ever-challengi...

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Adopting a Value-First Advertising Strategy

Advertising has come a long way from Madison Avenue’s much-celebrated heyday. Advertising has undergone massive disruption in the last twenty years, more so than most industries. Even so, many website banner ads, pop-ups, and Instagram ads that the Mad Men of yore never dreamed of still follow somewhat traditional, straightforward formulas. Traditional advertising uses campaigns to create impressions for brand awareness, recall of a product, message, or promo...

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Our Predictions for Mobile Advertising in 2020

As mobile technology becomes increasingly ubiquitous, the best place for brands to connect with consumers is literally in the palms of their hands. Advertising on mobile platforms will undoubtedly continue to grow by leaps and bounds through 2020 and beyond.  Investment in mobile advertising hasn’t just gone through the proverbial roof in recent years; it’s shattered it. WARC reports that mobile ad spend reached $137.9 billion worldwide in 2018. The inc...

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How CMO's Can Achieve Longevity in Tenure

Marketing in 2019 and beyond is virtually unrecognizable from marketing as recently as 15 years ago. The rapid pace of changes in technology, practices, and culture has drastically changed the marketing landscape even more so than many other fields. In addition, marketing is a complex discipline with a lot of moving parts, and many CEOs have a hard time understanding the challenges faced by their CMO. To make matters worse, marketing departments in many com...

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Five lessons learned from Gene McCarthy's 40 years at the helm of business

I had the pleasure recently of sitting down with Gene McCarthy and asking him to share some insights he’s gathered over the past 40 years from being part of and leading some of the most iconic brands of the footwear and outdoor industries. Gene is extraordinarily passionate about how brands interact and communicate with the world, so his learned insight should be of interest to anyone aspiring to grow a brand in today’s diverse and hyper-connected world. Her...

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Digital Innovation Opportunities for the C-Suite

Embracing digital innovations is no longer an option for the C-Suite. Digital disruption is a fact of life. Period. Full stop. Material disruption is no longer limited to entertainment or transportation; the fact is, digital innovations will disrupt every industry. The decision that you as a C-level executive have to make is, will you be doing the disrupting, or waiting for another company to come along and disrupt you.  Awareness and willingness to act are ...

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Maximizing the Influence & Power of the Corporate Brand

Whether in B2B or B2C markets, good economic times or bad, large businesses or small, brand matters. It’s far more than just a design aesthetic; it is a core part of a business’s value. You know this, of course (though you might be surprised by just how much brand matters – it’s estimated that brand represents around 30% of S&P 500 companies’ market value). The question instead is – given that importance – how can you make the most of your brand in the m...

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Where your TV ad audience went and how to get them back

According to Nielsen, prime-time ratings for all cable networks declined by 27% since 2016. We know why. Linear TV has taken a back seat to the new consumption of content on a variety of devices and set top boxes. It’s been difficult to track viewership and, therefore, to feed commercials to this audience. You can’t just buy more GRPs because with ratings down, there just isn’t enough supply to match the growing demand. And even if you can get the points you...

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Building a Corporate Culture That Gets Results

Returns to shareholders 60% higher than the median. Responsible for up to half the difference in operating profit between organizations. A 20% increase in scores from employees rating their employer.  Viewed by 82% of CEOs and HR leaders as a potential competitive advantage. If we told you there was an employee, consultant, or piece of tech that could have this sort of impact, what lengths would you go to get them? How much time and money would you commit...

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How Five Cutting Edge Brick and Mortar Retailers are Doing 21st Century Retail Right

Evergreen Trading recently sat down with Board of Advisory member Rich Last to get his perspective on retail. This article is the result of that conversation.  Rich has enjoyed a 25-year career in digital retailing including his launch and leadership of the Digital Retailing degree program within the University of North Texas. Under his early leadership at JCPenney, the chain began selling merchandise via the Web in October 1994, becoming the first Departmen...

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Technology Brings New Life To The Out Of Home Industry

Out-of-home advertising is the world's oldest form of advertising, and until recently hasn't become nearly as easy to implement well as other ad forms. This traditionally manual medium has required knowing the owner of the sign, working out an agreement, printing the ad, and having it installed. If you need to change your creative, you'll have to redesign, reprint, and reinstall. But the conversion of more and more out-of-home advertising from static boards ...

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Protecting Yourself From Mounting Ad Fraud in OTT

Connected TV is quickly becoming more mainstream, and in this year’s fourth quarter, some big players will be launching offerings that will get people questioning their cost of cable TV. As the tide of money flows to OTT/Connected TV, a growing amount of ad fraud is hitting that space. Unfortunately, the perception is that because OTT is not cookie-based it is immune to fraud. Not true. It’s been reported that a network of internet-connected devices running...

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Media Buying - Clarity Within Metrics and Performance

State of the Industry Media buying used to be a much simpler process. Companies took their ad to the newspaper and it was printed. But as technology progressed, so, too, did media buying opportunities. Today the complex process includes print, television, outdoor, and digital media to get the right message to the right audience at the right time.  The new paradigm of media buying offers many opportunities to companies who know how to effectively deliver their...

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Impact Over Impressions: What Matters to Your CEO

For years there has been concern over the relationship between the CEO and Marketing. You’ve likely read this stat before, but we are going to cite it again because for anyone who hasn’t it's telling. A 2012 study by Fournaise showed that 80% of CEOs do not trust and are not impressed by their marketing teams. And in 2016-2017, Gartner found that marketing budgets began to fall. They have since recovered, but these statistics illustrate the trepidation felt b...

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Media Buying in 2020: A Look Ahead at The Evolution and Trends

Simply put, if you are currently wondering how “digital” might change your media buying, you’re probably already behind the curve.  Data and personalization have fundamentally and irreversibly changed the media buying landscape. The saying that “there’s no longer any such thing as ‘digital marketing’, only ‘marketing’” may be well-worn, but it has considerable truth. The media buying strategies that will lead the way in 2020 and beyond won’t take a part...

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Marketing Metrics: The New Rules For CMOs

As a marketing professional, you know that the marketing world is constantly morphing into something new, requiring the best marketers to be up-to-date on the state of strategies, influencers, and techniques.  You need to stay current to produce at a high level. But the sheer number of data points and massive volume of statistics can be overwhelming. That volume of data can be beneficial or misleading for professionals trying to keep abreast of the myri...

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Drop us a line.

We’ve helped some of the world’s top brands get more value out of their media buys and we can do the same for you. Ready to work with us? Still unsure? We’d love to hear from you.