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HOW-TO: Create a DIY Holiday Marketing Campaign for Retailers

As a marketing strategist, style editor, longtime blogger, and avid shopper, I have a lot of insights on what it takes to make sure the holiday season is successful and profitable for retailers. I've written posts about how to get your products into magazines, when to start PR for the holidays, and how to create a shot list for a photo shoot based on my experience working with independent retailers for the past decade. From selecting...

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Planning a photo shoot? Here’s how to put together a shot list

This may seem like a "duh" statement, but I'll say it anyway: In order to get what you want, you have to know what you want. Right. Duh. But you'd be surprised how often clients go into a photo shoot without a clear plan. Most people have vague ideas about what they want out of a shoot, but until we can project thoughts into each others' minds Star Trek-style, a shot list is the best way to communicate exactly...

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31 Resources for Visual Inspiration

A lot of creative types claim they don't enjoy planning, but gathering inspiration is one of the best parts of the pre-production process, I promise. When I'm producing photo shoots, putting together the creative direction is not only fun, but useful: it helps me hone in on a vision, acts as a trigger for new ideas, and provides examples of lighting and composition, which make it much easier to communicate with the client and crew. Thank...

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How To // Planning for Magazine Editorial Coverage

A few weeks ago, I was in a shop pulling wardrobe for a series of photo shoots, and the store owner asked me: “Is this for December?” I was floored. “Oh no, that’s been finished. This is for January.” It took me a second to realize that shopping in mid-November totally made sense for holiday from a retail standpoint. But magazines require a longer lead time than web or newspapers, so getting exposure in a glossy...

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Current Obsession // Podcast Madness

Ever since Serial blew up, there’s been a lot of talk about the explosion of the podcast. Not to sound all hipster-braggy, but I’ve been listening to podcasts since 2008, and while I still have some oldies-but-goodies (Pop Culture Happy Hour, Marketing Over Coffee, Star Talk Radio) in rotation, lately I’ve been exploring the world of entrepreneurship and lifestyle podcasts. Here are a few I’m currently obsessed with: Being Boss This is my favorite podcast right now,...

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