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2017 Marketing Outlook: Dan Allen

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Part One

Dan Allen, VP of Marketing & Franchising at Big Whiskey's and owner of GMS Group gives his predictions and tips for marketing in the coming year. He talks new tech developments and how interactive digital platforms will become more important in daily life for all of us. He advises marketing people to stay awake and aware of trends in social media and digital marketing and to keep up-to-date with changing platforms. He also talks about franchising and the current trend of consumers preferring local over corporate.


Part Two

Dan Allen, VP of Marketing & Franchising at Big Whiskey's and owner of GMS Group gives his predictions and tips for marketing in the coming year. He talks about the many Springfield-based companies that are choosing to expand and franchise locally. He also discusses whether or not Springfield is marketing itself well and how it may be struggling with a bit of an identity crisis. He also talks about the growing trend across the US for consumers to eschew larger corporate brands in favor of smaller local entities. He also explains that service and consistency are key to building a brand and keeping customers.


Part Three

Dan Allen, VP of Marketing & Franchising at Big Whiskey's and owner of GMS Group gives his predictions and tips for marketing in the coming year. He talks more about Springfield needing to establish its identity and how locally owned companies contribute heavily to that identity. He also discusses how social media is an ever-expanding marketing tool and will be for a long time to come. He also touches on the controversy surrounding a local reality show and also how businesses need to support one another to survive.


Part Four

Dan Allen, VP of Marketing & Franchising at Big Whiskey's and owner of GMS Group gives his predictions and tips for marketing in the coming year. He talks a bit more about the Ink Ink reality show controversy being slightly overblown and how he thinks it will probably have relatively little impact on Springfield. He also discusses Big Data's effect on marketing in 2017 and how data marketing is somewhat controversial but is becoming more important for keeping customers happy and making companies money. He also touches on the current trend of more subtle advertising techniques like content marketing, and the usefulness of those techniques.

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