David Bowie wrote those words in 1971. Almost 45 years later, this song is stuck in my head as I read that Apple may be partnering with Microsoft later this year, attempting to take on Google in the world of search engine marketing...
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Iterative Website Development: Build Your House on a Solid Foundation
We often get inquiries from clients about building them a new website. Many of them have websites already - websites that they hate for one reason or another. The content management system is too hard to use. The design is outdated. The site doesn't work on mobile. Regardless of the reason, the client's answer to…
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SEO: A Daily Workout
Exercise. We know we need it, but it can be intimidating when deciding how, when and where to get started. Is it fun? Not at first, but over time, it can be. With the right discipline, the right program...
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Don’t Let Google Downgrade Your Website
My last two posts asked those in the travel/tourism industry and private business to step back and take an open-minded look at your brand image and your competitor’s brand image...
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Haywood County TDA Campaign
"We have the best views, by miles." Why visit Haywood County? One of the best reasons is this view. Blue Ridge Parkway, which cuts through the county as it winds its way through North Carolina and up through Virginia, is considered one of the most scenic drives in the country. This piece shows that the beauty…
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Be Your Competitor’s Customer
In my last blog post, I discussed being your own customer, and the eye-opening information it provides to marketing directors as they continuously evaluate their marketing efforts...
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When Was The Last Time You Were Your Own Customer?
Working in Business Development, I am constantly visiting websites, or viewing online ads and print collateral, and it makes me wonder when the last time a marketing director stepped out of their...
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Is That For Here, or To-Go? Tourism Marketing in a Mobile World
We stand in the middle of an ever-evolving digital revolution, my friends, and that revolution is being delivered via emerging mobile technologies, apps, smart phones, and tablets...
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How To Be A Great Client
Clients come from all kinds of backgrounds these days. Many of them have not had training in marketing and even fewer have actually worked in agencies. So, how could a client know what it takes to be a...
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Merry Christmas from The Goss Agency
Well, I’m not sure which I would rather have, a good snow ball fight, or bad idea fight. A good snowball fight is great fun, I had one with my daughter a couple years ago downtown and total strangers joined in. However, a bad idea fight means you are striving for the best work and…
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Effective Social Media Tools: TweetDeck
There are many tools you can use to monitor Twitter, but my personal favorite is TweetDeck. With it's super-organizable column structure, you can follow lists, search terms, activity, notifications, and more...
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Two Ads Make YouTube’s 2014 Top Ten
As the year winds down, the best of lists ramp up. YouTube released it's annual "rewind" this week, a mash-up of all the social site's viral videos for 2014. Along with the rewind video, which features a fantastic music mash-up by DJ Earworm, the site announced the top ten trending videos of 2014. This global…
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Eye-catching Creative: The Art of Shaving & Lincoln
Eye-catching print from a recent campaign from The Art of Shaving "Evolution needs a gentle reminder every morning." Strong design with a great use of space and product, with a tagline that lightly tugs at the laugh lines. The TV spot of the season, from Lincoln [embed]http://youtu.be/NcGhLcVqxf0[/embed] There was no doubt in the mind of the…
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The Numbers Game: A TGA PPC Case Study
by Scott Zeller Plato once said, “A good decision is based on knowledge, and not on numbers.” And for the most part, I agree. However, in the world of pay-per-click (PPC), a good decision is based on both knowledge AND numbers. Raw data is merely that, unless you have the knowledge to apply that data…
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New Branding Campaigns Launched for Haywood County, NC, and Paradise Beach Cozumel
Emphasizing Haywood County as a destination for authentic Appalachian culture, The Goss Agency completed a multi-day branding session with the Haywood County Tourism Development...
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NC Governor’s Western Residence Brochure
The Goss Agency recently led a partnership with BP Solutions Printing to provide rack brochures for the Governor’s Western Residence, a 501 (c) 3 corporation that funds the maintenance and promotion of the North Carolina Governor’s official second residence. The residence, which sits high on Town Mountain in Asheville, is overseen by the First Lady…
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Visual Press Releases
It’s all about the images. We live in a visual world – cameras on our phones and in our pockets; Instagram, Facebook and Pinterest at our fingertips. Press releases should reflect this. Images make everything better...
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Digital Press Kits: Lessons from Non-Profits
When it comes to digital press kits, non-profit organizations are way ahead of the curve. They have a great story to tell, need to get as much earned (as opposed to paid) media as possible...
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Digital Press Kits: Just the Facts
Do you feel like you answer the same seven questions about your company or organization all the time? Do more than half of your press/marketing calls involve questions like...
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Digital Press Kits: With Images, Size Matters
One of the key benefits to online press kit is the ability to include multimedia files, like videos and images. Images can be broken down into two categories: graphics and photographs. Both of these can play a key role in your digital press kit.
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Oh no, it’s SEO! The story of the brand behind the curtain.
SEO stands for Search Engine Optimization, and it’s basically the discipline used to improve your natural (or organic) ranking or position on the search engine results pages...
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Rebranding Historic Biltmore Village
by Jeff Goss Situation: A 109-year-old village historically designed for the artisans, craftsmen and women, employees, and support staff for the Biltmore Estate, Biltmore Village grew from a desolate place in the 1970s to achieving a wealth of independent restaurants and shops, along with national brands. Even with the rich shopping-experience stores were not…
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Digital Press Kits: Where to Start
Alright, so you are convinced that you need a digital press kit. But where do you start? Fear not, you’re already farther ahead than you think. You probably already have a printed press kit that you provide to...
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Emotional Connections and Advertising
by Jeff Goss People don’t look at advertising, they look at what interests them, sometimes it’s advertising. - Howard Gossage Ideas that touch an emotion - ideas that make you laugh, smile, think and feel - achieve greater recall and results with far less media exposure and cost. The product: Propane Gas hot water heater.…
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National Tourism Week 2014
National Travel and Tourism week starts Sunday, May 4th and runs through Monday, May 12th. For those in the industry, this presents a great opportunity to join in on a nation-wide conversation...
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Press Check!
When printing large jobs, it's important to have someone on location for the press check. Quality control is an important part of customer service.
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Typography 101: Classification
by Mary McGahren As a fifth-grader, I fell in love with calligraphy. I had always loved lines on paper, whether cursive, writing or drawing - so when I was asked, along with another precocious girl, to use my skills to write the awards certificates for other students with my beautiful real ink calligraphy pen, I…
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Digital Press Kits: The New Essential
Sometimes it feels like the entire world is on the internet. While that may not be true, the vast majority of your customers, local and national media contacts, and your competitors likely are…
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PR and Your Brand
We believe successful public relations is the result of a carefully crafted message combined with a strong brand identity that creates buzz in the media and, most importantly among target audiences.
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Assessing Your Brand
Equally important to creating and adhering to a brand is assessing your brand in the marketplace. Assessing your brand enables you to understand how your customers currently see your company and what elements or perceptions compel them to choose you over a competitor. Conversely, it also allows you to identify misperceptions and obstacles to purchases,…
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Establishing Your Brand
Why is it important to brand your business? Why not just hire a logo designer online and a web programmer to throw a website together based on that cool template you saw, then call it a...
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Your Brand on Social Media: To Troll, or Not to Troll
David Griner's post over on Adweek Year of the Troll: Brands Learn to Love Messing With Consumers brings up some interesting points about the latest social media stunts being used by brands...
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Welcome to TGA Insight
"Although the stripes on the zebra are unique, when the zebras are grouped together it’s difficult to distinguish one from another. In the wild this increases the chance for survival. In business it means certain death." ~ Jeff Goss Our Mission We are here to build our client’s business. In doing so, we will build our…
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