A Little bit of Retro Can Help Marketing in 2018

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“Let’s not throw out the baby with the bathwater!” This may be an appropriate admonition as marketers move deeper into 2018. All predictions for this new year point to marketers increased reliance on digital marketing like never before. The question is whether this will it be at the expense of conventional marketing techniques. For example, while shopping carts might be flashing messages through new digital devices mounted on the handles or communicating through smart phones that are inserted into holders mounted on the handles, there will still be a need for point-of-purchase materials to flag the customer. In other words, let’s not be too quick to dismiss the “old and tried” marketing in favor of the “now” digital marketing. Yes, marketing in 2018 will be about targeting, perhaps better than ever before, but messaging will be extremely important. My take is that messaging should never be about you. It should be about the client and how life will be better through use of a product, idea, or an experience. As much as digital marketing will reign in 2018, the need for creative and quick content will be omnipresent. The best messaging will be “ABC is a great product because it is durable and will help you live longer.” That’s a one-two punch: We’re great because it will do x for you. Happy 2018.

Why You Need a Big Idea for Black Friday

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Black Friday is coming up and so is Cyber Monday. Some retailers count on robust sales on those days to offset slumping retail sales or to simply move merchandise. With today’s multiple marketing options, including digital marketing, it is not necessary to wait for those celebrated shopping days, but for the moment let’s focus on those two famous shopping days.. I have watched how retailers market those days and much of it is quite uninspiring. They seem to advertise specials, percentage off sales, two for one bargains, and even specials at each hour. I would like to suggest that retailers can potentially be more successful by coming up with a creative idea that is available only on that day. It has to be an idea that will motivate customers to go into the store or website. Many advertise ridiculously low specials and end up on the minus side because it turns out that the item becomes a loss rather than a loss leader. Customers tend to sniff these extraordinary deals and of course base their shopping on finding the basement bargain prices.

So what would be a big idea for Black Friday or Cyber Monday? Well, that’s the challenge but here’s one idea that I saw and liked. For every purchase that one bought for a certain price, they were given a sales certificate for a special on another day during the year. So where’s the genius here? Retaining the customer’s interest and getting the customer to come back at a future dates(s) when the store can usual use the increased business. But this is what I mean by out of the box and why it pays to consult with people who have the experience and wherewithal to move from the ordinary.

Lubicom Marketing Enters Strategic Alliance with Napkin Marketing

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Lubicom Marketing, marketing stalwarts in many industries including kosher, has expanded its extensive range of marketing services to include many more digital marketing offerings. On the eve of the upcoming Kosherfest, Lubicom has entered into a strategic alliance with Toronto-based agency, Napkin Marketing, to lead the kosher industry into the digital future. Bringing together a wealth of marketing knowledge and years of experience, the Lubicom and Napkin marketing alliance will provide the most comprehensive, 360° marketing services to the kosher world.

“Entering into a strategic relationship with a digital firm like Napkin Marketing allows us to move forcefully into promising new digital marketing horizons,” said Lubicom CEO and Kosherfest Founder, Menachem Lubinsky. “It is with that same approach that the world of digital has made its way onto this year’s Kosherfest agenda (November 14-15, Meadowlands Exposition Center, Secaucus, NJ). We are extremely excited that Yarden Horwitz, a Google Executive with expertise in digital search trends will make an appearance. Lubicom’s strategic marketing expertise in the kosher food industry backed by Napkin marketing’s digital marketing experience and capabilities will ensure that all clients receive the most all-inclusive, specialized services to ensure the ultimate success. ”

Lubicom Marketing is a New York-based full-service marketing agency specializing in strategic planning, market research, public relations, branding, content development, graphic design, website development, advertising and media management, event management, and social media marketing. Established over 35 years ago with Kosherfest founder Menachem Lubinsky at the helm, the firm maintains a strong reputation and extensive experience in targeted kosher marketing having worked with the likes of Unilever, Streit’s Matzo, Norman’s Dairy, and Rosen Hotels.

Napkin Marketing is a Toronto-based digital marketing firm led by Adina Zaiontz and Michael Gray who bring over 40 years of combined experience in the digital marketing sector to the table, having worked with companies like Yahoo! Canada and Salesforce, as well as hundreds of mid-sized and small businesses. Napkin Marketing’s team includes Google certified individuals and boasts WordPress and Mailchimp experts, and are well-versed in S2 Membership sites and Formstack online forms.

“We’re excited to work together with Lubicom Marketing, and to have the ability to offer our services more widely in the US. Together, both our firms’ clients can now access state-of-the-art marketing and digital services to move their businesses and brands forward,” explained Adina Zaiontz, CEO of Napkin Marketing.

Senior Business Consultant Richard Siegel is coordinating the strategic alliance. He can be reached at 303.902. 1590 or Kosherfest attendees are invited to visit booth #249 to find out how the Lubicom and Napkin teams can help their business grow.



Established over 35 years ago, Lubicom Marketing is a full-service, one-stop marketing firm, specializing in strategic planning, public relations, and marketing. From concept and creative to production, we have helped serve over 700 clients achieve success by providing integrated marketing services in a variety of industries including kosher food, healthcare, and nonprofit arenas. As the founder of Kosherfest and publisher of Kosher Today, Lubicom Marketing is the most authoritative source in the kosher food industry today.



Napkin Marketing is a Toronto, Canada-based digital marketing firm. We are run by a team of marketing professionals, designers and developers who are passionate about helping businesses develop their brand, grow, and attract new customers. The team’s experience comes from Fortune 500 brands such as Yahoo! Canada, Rogers Media, HP Canada, CIBC, and many other small and medium-sized businesses. As a result, we have experience understanding and developing design and marketing solutions for businesses and web properties of all sizes.

Marketers as Educators

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By now, every marketer should recognize the importance of educating consumers. For example, how do you convince people used to a yellow cab or a car service to use the app friendly Uber. Imagine the mind of the consumers with such questions as “Who are the drivers?” “Are the cars safe?” “Is the ride more expensive than a yellow cab?” Well, technology is certainly making educators of marketers. But my long experience has taught me, teach a consumer how to better use their product and lo and behold sales soar! So are you ready for your role as an educator? If not, Lubicom can teach you! Even if you are we’ll give you an out-of-the box idea that is sure to generate interest.

Taking Leadership

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If you are an industry leader, don’t allow any daylight between you and your key competitor since you may never rebound. Take Blackberry, for example, some of their new phones like the Z 30 or the PRIV are as good or better than Apple but it may be a case of too little too late as they already lost most of their loyal base to Apple. Then there’s Nike that just came out with automatic shoelaces meaning that with a push of a button the shoe closes snugly around your foot. They are ahead of the game and certainly ahead of their key competitors like Adidas and Reebok. Often a successful brand takes its leadership so for granted that they do not take the next step, particularly in today’s rapidly moving technological age. There is a long list of iconic brands that made the mistake of being asleep at the wheel. Remember Kodak?

Marketing Tips

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Branding has become such an important marketing imperative that the number of failures has been staggering. No, branding is not for everyone. If you produce mediocrity in any form, the chances for successful branding are relatively slim. If you are in a competitive environment with iconic brands and do not have a special feature or message that makes you better or different, forget it. If you don’t produce perfection consistently, branding is not for you. If you do have what it takes to brand your product or service, make sure you have a strategic plan, a GPS to where you want to reach. Oh, I mean branding where people spend bundles of money to get people to remember the brand and guess what, they remember it for the wrong reasons. I strongly believe in branding but like everything else in life, it’s not for everyone.


Lessons in Politics

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Marco Rubio faltered because he underestimated the competition, spent too much time discrediting his competitor, and not enough time perfecting his own product, himself. Big lesson here for businesses that make the same mistake. They think that by discrediting the competition that they can build themselves up. They are always looking over their shoulder at the competition  without focusing on perfecting their product and message. Marco, thanks for that lesson. It may have cost you the presidency and possibly your political career but guess what?  Your competitor said last night that you are young and that that you have a bright future. So who knows, your competitor may still be right! In any case, we at Lubicom are always here to offer strategic direction so that Black Tuesdays like yesterday can be avoided!