https://www.sundco.com/blog daily 0.75 2026-07-27 https://www.sundco.com/blog/2024/blog-articles-and-whitepapers-seidon-recruiting monthly 0.5 2024-09-12 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1726087454477-Q8KGPQQXK7UI9CXLMFE9/seidon-blog-page-2400w-4-7.jpg News Blog - Blog Articles and Whitepapers — Seidon https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1726085858631-YS2GXXMN7XH91G120GKK/AI+ML+DD+Ad.png News Blog - Blog Articles and Whitepapers — Seidon https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1726085858460-GK6BH0HDRZJHX8AK9IPN/Fintech+DD+Ad.png News Blog - Blog Articles and Whitepapers — Seidon https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1726085860630-VUDSR3XUXUC0AFBYR7VP/New+Project+DD+Ad.png News Blog - Blog Articles and Whitepapers — Seidon https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1726085859977-NIS3A5PGUQ9VR9S87YHU/Telecom+DD+Ad.png News Blog - Blog Articles and Whitepapers — Seidon https://www.sundco.com/blog/2023/ai-for-business-latest monthly 0.5 2024-09-11 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/aebb151f-7b67-4ba0-9c58-9e611ea942e6/Slide1.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - AI for Business – Tools, Trends, and Strategies For the RCP Power Lunch / Chambers of Commerce, Cincinnati 18 October 2023 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/00a28d05-7618-4150-88aa-42e4503fe323/Slide2.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Presenter Mark Sund, Studio Director, Sund + Co When I’m not giving presentations about AI, I work for clients to generate leads, acquire customers, and support their marketing and sales teams. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/2f86287a-cba7-49a1-ab1a-c0dd59ecfff0/Slide4.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - What Changed? Evaluative AI was the first to arrive: it needs a lot of input to come up with one output: a medical diagnosis, credit evaluation, etc. Operative AI produces about the same amount of output as it got as input: examples are chess-playing engines, assembly-line robots, and self-driving cars. Generative AI takes a small input (aka prompt) and generates a large output: an image, video, writing, computer code. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9af4176c-8675-442c-a641-8d9f0ef59af0/Slide6.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Today’s Topics Use Cases The Tools Prompts Summarizing Non-Public Information It’s a Process Issues: Training, Biases, Copyright, Business Risks https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9deabbd6-5ce8-43ea-935f-f171e424324d/Slide7.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Use Cases Just about everything you do with generative AI falls into one of these categories: Brainstorming Research Summarizing Creating https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/c0de6d22-2668-47a2-85d2-3cf2bf78806b/Slide11.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Tools https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/343e9456-8540-4b51-8333-e002c906fc64/Slide12.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Words ChatGPT – great for writing Perplexity – great for research; also writing New Bing – great for research Poe – great for chatbots Bard, Llama – not really ready for prime time https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/733735f8-e442-4898-ba75-aada69701a5e/Slide13.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Graphics Dall-E – great for brainstorming; same account as ChatGPT Midjourney – harder to use but more realism Stable Diffusion – harder to use but more realism Adobe Photoshop (Generative Fill) – incorporating generative AI into an existing product https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/cfde03f4-2a80-4ce9-b269-f3e1102f0073/Slide14.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Summaries Summarizing tools are exploding – they can summarize a long file or a long meeting! Here are just a few… Jasper.ai Copy.ai Fireflies.ai Grammarly – incorporating generative AI into an existing tool https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/80d19f29-eb63-4a69-b052-90062984a5cf/Slide15.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Integrated Jasper, WriteSonic, Copy.ai – designed to manage word-oriented marketing campaigns Microsoft Designer, Adobe Express – designed to manage visually-oriented marketing campaigns Hubspot, Salesforce, etc – incorporating AI Microsoft Office etc (Copilot) – incorporating AI Nearly everything is incorporating AI these days! https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/a8aedf0f-1c06-40ee-ac87-22fbd9ffcf98/Slide16.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Tool Examples Technical difficulties at the venue prevented us from switching to live demonstrations – here described things in ChatGPT, Dall-E, and a little about Microsoft Copilot. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/5e038bc3-b272-4d5c-b67d-5a2686f32621/Slide21.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Prompts https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1bb0e31a-f8ab-44a4-84d0-f614e9c31fb9/Slide22.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Prompts We didn’t spend much time on prompts, because there are so many examples out there – follow them or experiment and improvise. Another reason to not spend much time on prompts: there is no perfect prompt, everything comes back a rough draft. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/8b36a0bf-9d76-4057-9092-031a4ecea66c/Slide23.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Include in Your Prompt What to write about or design Style / tone / audience Length or use case Background – caution: nonpublic info! See below Words to use or avoid and other optional things https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/76273a59-2bc6-47b4-b007-98caead7c502/Slide24.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Prompt Examples You can’t always get what you want from prompts – a little later we talked about learning to live with that – the process – and necessity of humans taking over at some point for editing. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/ca6d4c75-ce57-4260-9ad4-5f00a60e8f00/Slide25.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Summarizing https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/2eefb78d-e438-4753-a6b6-0b9a478d434c/Slide26.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Summarizing Many text-based AI tools can summarize documents – paste them into the prompt or upload (for tools that offer that feature), and tell it the style and length you need. Video and audio-based AI tools can summarize meetings – create your persona and schedule it to attend the meeting. Whether I recommend doing these (due to quality and giving up non-public info) is a different question! Discussed more below. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/c651d9ec-354f-4c3e-9128-5bdc3bf4589b/Slide28.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Risk: Entering Nonpublic Info https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/ec5f6a82-d95c-4359-a8cb-4bb6716e2405/Slide29.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - The Risk of Entering Nonpublic Info about Your Company or Client If you enter nonpublic info in prompts or a brand kit, that info is now outside your company or client. The AI will train on it, to use as background for answers it gives to other people. Be sure you know whether the AI will train on your inputs, and whatever else they reserve the right to do with it. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1c669a5e-602d-4494-8ed9-53295bb68d81/Slide30.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Company Policies Regarding Entering Non-Public Info into AI Tools Consider your company’s competitive position. Consider your NDA or confidentiality agreement with the company. Create a policy for employees and members of the company. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/d79e9e92-a271-4a7b-91d3-3b8a35a63a05/Slide31.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Process https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/fa6dbd19-6a9b-4e83-a80c-7607debb2eb0/Slide32.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - It’s not a prompt, it’s a process That’s our philosophy https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/89170a20-0a88-47a0-8d3e-94e4d839a8fa/Slide33.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Process – AIs are Like: An intern or entry-level employee Giving someone too tight a deadline A natural liar An incurable pleaser A brainstorming partner Managing a team Professionals using AI are taking on more of a management role. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1694620983340-7H941UHXPX28DW5MBXJ7/IMG_0063.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/81bf042b-72b3-412f-95b2-9c39c63c2ba4/Slide35.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Training, Biases, Fake Details, Errors, Copyright Issues, and the Need for Editing https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/055dfbd6-1801-4686-a616-e780de602990/Slide36.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Training and Biases Inside the Secret List of Websites that Make AI Sound Smart Things that make you go hmmm… www.washingtonpost.com/technology/interactive/2023/ai-chatbot-learning https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/a55973a9-6e16-4256-8352-689961823d9f/Slide37.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Fake Details The AI Tools Making Images Look Better Details, even when wrong, increase trust – has long been known in courtrooms, where juries believe witnesses giving testimony with lots of details, even if they’re wrong, over witnesses with less detail, even when it’s correct www.quantamagazine.org/the-ai-tools-making-images-look-better-20230823 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/d5da97f9-ec4f-4cf4-912d-b61298b5f76d/Slide38.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Lying and Pleasing More unhinged behavior from AIs – you can make these happen too www.gizmodo.com/paknsave-ai-savey-recipe-bot-chlorine-gas-1850725057 www.gizmodo.com/google-search-ai-answers-slvery-benefits-1850758631 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/81ca1b5a-5f12-4210-80ae-2357b487e7a6/Slide39.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Mis-Categorizing and Other Errors Described mistakes ChatGPT has made in answering about biological kingdoms (high school level biology stuff!) and non-SQL database. Also the slide above where we looked at a beautiful image with strange details. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/401b8eb9-c989-4732-a438-067ea11ab060/Slide40.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Copyright Content is eligible for copyright protection to the extent that original, skilled, human work was used to create it. Described what this means for the content the AI tools train on, and what it means for content we create using AI. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/d6ef5d4b-0cbb-4970-9e06-b55b7e389191/Slide41.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Editors Needed We’ve always needed to review and edit design and writing by humans. We have biases too, and the brand we’re working for has an angle. AIs allow us to be more productive, yet require more oversight. So professionals and managers need to keep in mind that the time savings are partly taken back by longer and more careful oversight and editing. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/38c2d315-4e4a-4e87-949a-9bf6c7b8b8e0/Slide52.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Take-Aways https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/e4aa74b3-115d-4e42-87a5-73952001d9e9/Slide54.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Process Summary Play around first Give it the facts: company, products, services Tell it style and audience Prompt, revise, and repeat Take over for human editing https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/55906eaf-d288-4f1a-ae7d-1e3cfd48bdc9/Slide55.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - What Kind of Efficiency Gains Can We Expect? AI speeds up the early stages, but requires more human management after that. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/45d1cd20-3167-4e5d-a3d7-550eaaaebad4/Slide56.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - What If Our Marketing Agency Uses It? Make sure they know that the NDA they’ve signed applies to what they tell AI. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9b313d91-e40b-49e9-b4a8-3a8bd2663e89/Slide57.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Big Picture for Businesses Curate and iterate Avoid nonpublic info It’s like managing a team https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/989e04a4-ffa8-4217-885d-c4633e20ef9b/Slide61.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Wrap-Up https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/e37eab83-d2e3-4bc5-94ff-5a3d293a456e/Slide62.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Thank you To the RCP Power Lunch; the Evendale, Forest Park, Norwood, Reading, Springdale, and Woodlawn Chambers of Commerce; and Kathy Walters :-) https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/32cd62f5-4e3c-4995-8c06-cdd9f770474e/Slide3.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - With Input From Thank you to my colleagues for ongoing discussions of how we-all use AI: Sarah Crawford, Creative Director, Sund + Co Dino Pelle, Digital Director, Engage321 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/aa0171e5-8edc-45ae-b55d-55823c4bd26b/Slide63.jpeg News Blog - AI for Business: Tools, Trends, and Strategies – RCP Chambers of Commerce - Q & A In addition to discussion during the talk, we had time for a little more. For more about Sund + Co’s lead generation, customer acquisition, and support for marketing and sales teams, visit us at www.sundco.com https://www.sundco.com/blog/2023/ai-for-marketing-latest monthly 0.5 2024-09-11 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/434237de-ba9c-46be-87f5-0f9033ffd180/Slide1.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - AI for Marketing – Latest Tools and Strategies For the American Marketing Association, Cincinnati – B2B Community 07 September 2023 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/34efc7d8-0229-41d2-9fcf-c0e9c7aa4d28/Slide2.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Facilitator Mark Sund, Studio Director, Sund + Co When I’m not giving presentations about AI, I work for clients to generate leads, acquire customers, and support their marketing and sales teams. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/6ff8f96d-5cfe-407d-b3d5-78f89e5d2bf1/Slide10.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - How is Generative AI Different? Generative AI takes a small input (aka prompt) and generates a large output: an image, video, writing, computer code. Whether it’s any good – how to work with it to meet your needs – is the focus of today’s discussion! https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9c65c232-feb2-4cae-96a4-e5154d2e7f1f/Slide5.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Today’s Topics Four big use cases Tools – Fundamental, Marketing Prompts Brand kits Process Training and biases Legal and risks https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/41a9ecd9-da7d-4d0e-9556-b9cb85df4a65/Slide6.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Four Big Use Cases In order of sloppiest to most careful, just about everything you do with generative AI falls into one of these categories: Brainstorming (internal) Research (internal) High volume, good enough (external) Low volume, high quality (external) https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/970ebc7b-7d53-4793-bb2c-5863b5ebb4df/Slide11.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Tools https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/4c87730e-3fd0-4b96-b7fc-e9f2904e696c/Slide12.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Words ChatGPT – great for writing Perplexity – great for research; also writing New Bing – great for research Poe – great for chatbots Bard, Llama – not really ready for prime time https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/198ee287-a337-42e9-aa4d-66ee5562b7b0/Slide13.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Articles and SEO ChatGPT – pay the $20/mo for version 4; we use alot Claude – some people prefer it Copy.ai – see more below WriteSonic – see more below Jasper – see more below https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/a7403262-467f-423d-ac19-edd4e2a87cbc/Slide14.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Graphics Dall-E – great for brainstorming; same account as ChatGPT Midjourney – harder to use but more realism Stable Diffusion – harder to use but more realism https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/ad2dbc9d-6068-400d-b8ff-fec76836a96a/Slide15.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Design Adobe Firefly – brand name for all their AI stuff; available stand-alone Adobe Express – incorporating AI Adobe Photoshop (Generative Fill) – incorporating AI https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/a1916623-0039-4018-aca2-17b879fa8012/Slide16.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Video If you work alot with video, can be huge time-savers… Runway – the Swiss Army Knife of video tools Vidyo.ai Lumen5 Capcut – incorporating AI Adobe Express & Premiere – incorporating AI https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9ed71c7c-0aa7-435f-b608-7b6525eb7c07/Slide17.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Websites Marketing professionals should stick with existing website platforms that are incorporating AI, like Squarespace and WordPress: Mixo Durable Squarespace – incorporating AI Elementor and other WordPress plugins – incorporating AI https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/919622ee-ab06-4d73-aff0-f39806210609/Slide18.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Campaigns Jasper, WriteSonic, Copy.ai – great for SEO; designed to manage whole campaigns Microsoft Designer, Adobe Express – great for social media; designed to manage whole campaigns Canva – incorporating AI; designed to manage whole campaigns Hubspot – incorporating AI; marketing automation and CRM Nearly everything is incorporating AI these days! https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/2c48f3dc-f93a-4029-b15a-b086d32741de/Slide19.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Prompts https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/834d94d3-0cd4-488e-8b78-056fdad0bcba/Slide20.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Prompts We didn’t spend much time on prompts, because there are so many examples out there – follow them or experiment and improvise. Long prompts can be all in one paragraph, or broken up into a series of “do you understand” prompts. Another reason to not spend much time on prompts: there is no perfect prompt, everything comes back a rough draft. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9f07d8c0-214b-4861-b7e4-96d441ee7a6b/Slide21.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Include in Your Prompt What to write about or design Style / tone / audience Length or use case Background – caution: nonpublic info! See below Words to use or avoid and other optional things https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/88808a56-75f0-460b-aa49-33045e10ad43/Slide22.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Brand Kits https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/4b573308-dd01-44c0-b780-ae8d2e3c2370/Slide23.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - What’s Great about a Brand Kit? You don’t need to re-enter background info each time: Brand / company Products / services Positioning in the marketplace Audience / customers Style / tone Logo, colors, fonts, secondary graphics, etc https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/ac72ac52-fbc0-4bc2-b356-61289540cd08/Slide24.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Brand Kits ChatGPT has “Custom Instructions” – same thing Adobe Express puts it in Your Stuff > Brands Some AI tools allow multiple brand kits in the same account. Switched to ChatGPT and Adobe Express to show their brand kits. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/3189d95e-0d93-47f3-81a9-4e881f2d7d01/Slide25.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Risk: Entering Nonpublic Info https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/08148e47-da04-4cf6-9818-4173bbe4a29b/Slide26.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - The Risk of Entering Nonpublic Info about Your Company or Client If you enter nonpublic info in prompts or a brand kit, that info is now outside your company or client. The AI will train on it, to use as background for answers it gives to other people. Be sure you know whether the AI will train on your inputs, and whatever else they reserve the right to do with it. Consider this in light of an NDA or confidentiality expectations with company or client. A bunch of discussion about this. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/622df44d-a7f6-452e-917c-ff8460c35e1b/Slide27.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Process https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/4059ddb0-ae09-4b91-83ad-35f0024ba6a8/Slide28.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - It’s not a prompt, it’s a process That’s our philosophy https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/e094d16a-b29d-4963-bafd-3d9e32059ffd/Slide30.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Process – AIs are Like: An intern or entry-level employee Giving someone too tight a deadline A natural liar An incurable pleaser A brainstorming partner Managing a team https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/fbf8daeb-6f17-4829-9e32-da3bff69acbb/Slide29.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Examples Here and several other times switched out to show examples of the process and to examine quality of outputs. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1694620983340-7H941UHXPX28DW5MBXJ7/IMG_0063.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/b57a156a-f08f-4133-bceb-212e1c314520/Slide31.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Training, Biases, Errors, and Editing https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/97670051-f617-4fd0-a2f7-d57094dad600/Slide32.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Training and Biases Inside the Secret List of Websites that Make AI Sound Smart Things that make you go hmmm… www.washingtonpost.com/technology/interactive/2023/ai-chatbot-learning https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/368a315c-6b39-4415-9172-edb111aea2d8/Slide33.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Fake Details The AI Tools Making Images Look Better Details, even when wrong, increase trust – has long been known in courtrooms, where juries believe witnesses giving testimony with lots of details, even if they’re wrong, over witnesses with less detail, even when it’s correct www.quantamagazine.org/the-ai-tools-making-images-look-better-20230823 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/42641d64-1e90-48e3-9619-293ee7c05288/Slide34.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Lying and Pleasing More unhinged behavior from AIs – you can make these happen too www.gizmodo.com/paknsave-ai-savey-recipe-bot-chlorine-gas-1850725057 www.gizmodo.com/google-search-ai-answers-slvery-benefits-1850758631 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/bc36791a-a8c3-4968-9b70-a21bc7f04f03/Slide35.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Editors Needed We’ve always needed to review and edit design and writing by humans. We have biases too, and the brand we’re working for has an angle. AIs allow us to be more productive, yet require more oversight. So professionals and managers need to keep in mind that the time savings are partly taken back by longer and more careful oversight and editing. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/08a75af3-1ad1-4460-b22a-f77d696358a4/Slide36.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Copyright https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/f541b785-69a0-4443-8096-796e27ac4cd5/Slide41.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Copyright Content is eligible for copyright protection to the extent that original, skilled, human work was used to create it. We had some discussion about this – both for the content the AI tools train on, and what it means for content we create using AI. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/d62992fb-eda1-40dc-9fc7-7614eb360660/Slide47.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Take-Aways https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/95204a8e-7fb3-465f-ba91-0587e7c86105/Slide49.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Hierarchy Tools -> Brand kit -> Conversations -> Prompts -> Process https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/33d25af1-e9ab-4c39-aeda-c55a8dee56e6/Slide52.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Principles Curate and iterate – Teri Campbell, Cinci-based CPG photographer Your weird + AI’s magic – Molly Mahoney, a high-volume CPG social media guru It’s not a prompt, it’s a process – Sund + Co’s philosophy Curate + iterate + document – for copyright purposes Avoid nonpublic info – confidentiality of company or client https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/6d3aecd2-d08e-4f3d-91e1-b0b8005a68fc/Slide54.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Thank you! To the Cincinnati AMA, the B2B Community, and Karen Kranak :-) https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/03be1e7e-5c78-48a4-8991-2dd01b9463ff/Slide3.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - With Input From! Thank you to my colleagues for ongoing discussions of how we-all use AI: Sarah Crawford, Creative Director, Sund + Co Dino Pelle, Digital Director, Engage321 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/13abb08b-c916-41a6-934e-1bb8ae18d902/Slide55.jpeg News Blog - AI for Marketing: Latest Strategies – American Marketing Association - Q & A In addition to discussion throughout, we had time for a little more! For more about Sund + Co’s lead generation, customer acquisition, and support for marketing and sales teams, visit us at www.sundco.com https://www.sundco.com/blog/2023/commercial-solar-engineering-construction-melink-solar monthly 0.5 2024-09-12 https://www.sundco.com/blog/2023/ai-for-marketing-professionals monthly 0.5 2024-09-11 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/d9f5b4af-0ada-40cb-b14c-685b2657f1dd/Slide1.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - AI for Marketing Professionals What it is and how to prompt it Mark Sund, Studio Director, Sund + Co Sarah Crawford, Creative Director, Sund + Co Dino Pelle, Digital Director, Engage321 21 June 2023 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/8d1e243e-cd43-4f07-a1f4-5e3a842b9849/Slide6.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - AI is Like… Working with an intern or entry-level employee, giving someone too tight a deadline, working with a natural liar, working with an incurable pleaser (it won’t challenge you, fulfills every request as if it were sensible), working with a brainstorming partner, and managing a team of employees. We’re giving away the conclusions up front! https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/3c13cf3d-91e6-4282-b7d6-c404c2315cdf/Slide8.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Things to Think About What this banner AI-generated? Was this talk outline AI-generated? https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/0052c4ed-0f91-4283-a2c0-d19a61ed570a/Slide7.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - 2016 State of the Art Tay was developed by Microsoft, given a Twitter account, and released to the public, where the rest of its training was crowd-sourced in real time. Tay’s goal, like all business ventures, was to keep users engaged so they didn’t leave. Tay quickly learned that misogyny, racism, violence, and sexuality kept conversations going! Microsoft took away Tay’s Twitter account less than 24 hours later. Here’s a conversation I had with Tay. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/98784bff-65a1-454b-b432-12612ccfb4d6/Slide9.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - What Changed in 2022? First there was evaluative AI. Then came 1:1 A. Now we have generative AI. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/3fee300f-57fe-47cb-93a4-592e5669b630/Slide10a.jpg News Blog - AI for Marketing Professionals — American Marketing Association - AI Tools and Techniques https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/e5911eec-83c1-496f-a8e5-0573bd8ebda8/Slide11.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Fundamental AI Tools – Design Dall-E Midjourney Stable Diffusion Runway Adobe Creative Cloud – pre-existed the 2022 explosion with content-aware fill and continues to embed more AI https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/78457cfe-3cda-4721-adb9-572a1af7c3d2/Slide12.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Live Demos and Examples – Design We started with design, instead of verbal, since it’s quicker and easier to see how to revise your prompts to get to a good final product. Visual and verbal AIs make similar types of mistakes and benefit from similar types of prompting conversations. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/8a147857-24f7-47fc-8fa7-475ec3472ec3/Slide14.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Fundamental AI Tools – Writing ChatGPT 4 (pay the $20/mo for version 4 – slower but better) New Bing Google Bard Perplexity – great for doing research Predictive text – pre-existed the 2022 explosion – AI writing tools are basically predictive text on steroids https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/be974c64-15d0-4a61-addc-4b3399e67dda/Slide15.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Live Demos and Examples – Writing Here we showed a host of examples for writing articles and social media posts, optimizing for search engines, creating content like recipes, different tones of voice, posts about the advantages of shopping for clients’ products on their website, on Amazon, and at local stores – all without having to shift mental gears when writing; creating marketing plans and calendars; and more. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9b993e31-ae57-4204-a4a3-adc676dc52a2/Slide17.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - AI Tools for Marketing – Articles and SEO ChatGPT 4 Copy.ai Jasper – pre-existed the 2022 explosion WriteSonic – pre-existed the 2022 explosion https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/42550a5f-0544-4126-a672-38f6fff704ce/Slide18.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - AI Tools for Marketing – Websites Mixo and Durable are interesting but not professional grade yet, and you have to host on their minimally tested platforms. Squarespace and Elementor (and other WordPress plugins) are existing professional grade website platforms that are incorporating AI into their tool kits – a better bet. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/810e6ef8-371a-4270-b873-b165ac4ff53f/Slide19.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - AI Tools for Marketing – Campaigns Keeping your projects and brand kits organized has been a theme today. Jasper, Microsoft Designer, and Adobe Express are new-ish AI platforms that try but don’t do it real well (yet). ChatGPT works if you’re careful with your conversation threads. Canva, Hubspot, and others are pre-existing campaign platforms that are incorporating AI. As with websites, the best bet at present is to use existing platforms that are adding AI to their tool belts. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1b4f06c2-587d-471d-bfca-994e280af328/Slide20a.jpg News Blog - AI for Marketing Professionals — American Marketing Association - AI Training, Legal Aspects, and Risks for Companies https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1aede80a-bd22-4ec1-b5a1-6101c7ce8ddc/Slide21.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Training and Biases The Washington Post got hold of the list of websites used to train an AI model. Some far right, some far left, some that have been shut down for legal violations. OTOH why shouldn’t an AI model know about these instead of hiding its head in the sand. Religion and philosophy mostly Western. Nothing scandalous exactly but it’ll make you go hmmm. A must read… https://www.washingtonpost.com/technology/interactive/2023/ai-chatbot-learning/ https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9f6fc6aa-c71d-4b18-aa87-8bf6f5813977/Slide22.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Live Demos and Examples – Training and Biases Skipped the live demos for time, but described how we had ChatGPT write jokes and it referred to animals as “he/him”. Same bias we tend to have too if we’re not careful and for the same reasons. In fact, AI models tend to amplify the biases they’re trained on – they’re incurable pleasers and that’s how they please the most people. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/6174645a-ddfd-4c89-99b9-018ae534526b/Slide25.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Copyright For creators whose work the AIs train on, Mark’s position is AIs are not people, so the concept of fair use doesn’t apply – we value artists learning from talented creators and reviewers quoting from their works. But profit-making companies shouldn’t have human rights and should pay creators for commercial use of their work. For users who use AI, can they claim copyright on the output? It depends on how the courts rule about copyright cases for creators, above, and it depends on how much original, skilled, human work went in to the final product. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/f8112077-20d9-4712-985a-e1b8ca2c999a/Slide26.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Business Risks 1 Getting the facts wrong, low-quality writing / design / code, sounding average or like a parody of what you intend. These are risks when people do work too. Everything’s faster with AI, but quality control isn’t any faster. Another business risk didn’t make this slide: depending on court rulings, the AIs you’re using could be violating others’ copyrights. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/04dc6fba-df5a-4f27-9226-95ee1f4bd90e/Slide27.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Business Risks 2 Whatever you enter into an AI, it can be trained on – absorbed into the model and presented to other users, either associated with your company or presented as established fact. Some AI models have a do-not-train option, which seems great, but they also build in inconveniences, it’s unclear how well it’ll be enforced, it’s already nearly impossible to keep track of this for embedded AI and especially when the same model is used across multiple platforms. On top of those, do-not-train doesn’t prohibit the company from using or selling the info you enter. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1b263aa7-42c9-4daa-8119-c88127002932/Slide30.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Take-Aways https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/a811a562-10e3-477b-9cee-99897c9ab9aa/Slide31.jpeg News Blog - AI for Marketing Professionals — American Marketing Association In order from sloppiest to most careful, keep in mind what you’re doing… Brainstorming (internal) Research (internal) High volume, good enough (output) Low volume, high quality (output) https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/ad09c827-8c72-4c9c-b1b5-35c61efbe50d/Slide32.jpeg News Blog - AI for Marketing Professionals — American Marketing Association Curate and Iterate – Terry Campbell, CPG photographer mentioned during live demos Your weird + AI’s magic – Molly Mahoney, The Prepared Performer It’s not a prompt, it’s a process – We said that Curate and iterate and document – for copyright purposes No proprietary info – don’t feed this to the models https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/a09dec8f-5c1b-4bfd-92cf-8c9fd35579c5/Slide33.jpeg News Blog - AI for Marketing Professionals — American Marketing Association Plan how to organize clients and projects. Each conversation in ChapGPT has its own memory; some tools have well-developed brand kits. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9207b375-f9dd-4021-bd18-2394d49143f9/Slide34.jpeg News Blog - AI for Marketing Professionals — American Marketing Association Play around first Give it the facts: company, products, services, positioning, etc Tell it the style and audience Prompt, revise, repeat Take over for human editing https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/2e77a10c-11d8-4b4f-b00b-3073dd47121c/Slide35.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - AI is the best / worst employee you ever had We’ve come full circle. Working with AIs is similar to working with people in these situations. If weren’t a manager before, congratulations, you are now! https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/a8379935-6b93-460a-a4ad-eb4782f24083/Slide36.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Prompt well and prosper https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/9fad344d-5309-4925-9be5-8f220e3cb6f9/Slide37.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Thank you To the AMA, Cincinnati Digital Marketing Community, and Betty Rodriguez-Hakes! https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/272c3ebc-32b9-40d6-9375-ef43c86cb7ab/Slide38.jpeg News Blog - AI for Marketing Professionals — American Marketing Association - Q & A Had just a couple minutes for discussion! https://www.sundco.com/blog/2023/case-studies-cost-management-alliances monthly 0.5 2024-09-11 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1690225506033-7FZSLBQO4F0LNQZPQCE7/1+CMA+Print+Show+Off-flyer.png News Blog - Case Studies – Cost Management Alliances https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1690225505920-8897AUB0WDBTAAL55JWT/2+CMA+Print+Show+Off-address.png News Blog - Case Studies – Cost Management Alliances https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1690225507194-087QF7NZ5U4NNC4AWWWG/3+CMA+Print+Show+Off-leverage.png News Blog - Case Studies – Cost Management Alliances https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1690225507806-UCIL86EQPRWU09A3JT0X/4+CMA+Print+Show+Off-tight.png News Blog - Case Studies – Cost Management Alliances https://www.sundco.com/blog/2023/thermal-energy-storage-melink-zero monthly 0.5 2026-07-27 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1689964666696-XNYJJPE8CS3W4SRHLFOD/home-1.png News Blog - Revolutionary Thermal Energy Storage — Melink Zero https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1689964667531-1HQJH5VR0MQX0JV32D7F/home-2.png News Blog - 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+ Product Launch for Control Bionics Control Bionics Social Status https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591630866053-EAF1JFH6FPZ27I7PG3AI/18%2B11%2B03.jpg Lead Generation + Product Launch for Control Bionics Control Bionics Social Post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591632949619-WD8HN6ARP60NQTZ22USM/18%2B10%2B18.jpg Lead Generation + Product Launch for Control Bionics Control Bionics Social Post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591633213287-8WDS1PWDCHF88R6HIAZW/19%2B01%2B30%2BATIA%2BPower%2Bof%2B3%2BMind%2BControl.jpg Lead Generation + Product Launch for Control Bionics Control Bionics Social Post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591630865764-K2NTMFXFSU7T9JXFIKD6/18%2B10%2B27.jpg Lead Generation + Product Launch for Control Bionics Control Bionics Social Post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591632949619-MSPDVYHFYU7ONSG3XD8L/18%2B11%2B01.jpg Lead Generation + Product Launch for Control Bionics Control Bionics Social Post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591633213353-MUOOLOI4GBLFZJ30EJ3E/19%2B01%2B30%2BATIA%2BThree%2BIcons.jpg Lead Generation + Product Launch for Control Bionics Control Bionics Social Post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591630366146-Z9MRL1QU5UX3N9JFBMMD/_0004_crescere+GENERATE+AN+INCREASE.jpg Lead Generation + Product Launch for Control Bionics crescere. generate an increase https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591633566756-OO9RTLP8CY7GCDT90K1N/image-asset.jpeg Lead Generation + Product Launch for Control Bionics eventis moniti. the outcome https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591633835779-ZXEJ21LYPTECOMOHZYVG/image-asset.jpeg Lead Generation + Product Launch for Control Bionics compendio. validated process https://www.sundco.com/added-high-quality-followers-south-of-france-kirks-grandpa-soap daily 0.75 2020-08-12 https://www.sundco.com/launched-new-brand-identity-products-grandpa-soap daily 0.75 2020-08-12 https://www.sundco.com/case-studies daily 0.75 2024-03-27 https://www.sundco.com/making-retirement-planning-modern-rpa daily 0.75 2020-08-31 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903740035-LMRNDKOI7UDW8U3WIS46/RPA+Brand+Standards.jpg Making Retirement Planning Modern for RPA RPA Brand Guide https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591901912025-ZJHH2T9XYTGE9K4S462A/RPA-Logo-1.jpg Making Retirement Planning Modern for RPA RPA Logo Ideas https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903740947-C3N5RTY44K999HBPDGVO/RPA+Brand+Standards2.jpg Making Retirement Planning Modern for RPA RPA Brand Guide https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591901912153-KSVEB285WQNL0K2H684P/RPA-Logo-2.jpg Making Retirement Planning Modern for RPA RPA Logo Ideas https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903740113-IYAJ6OPKAP263GWE17YB/RPA+Brand+Standards3.jpg Making Retirement Planning Modern for RPA RPA Brand Guide https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591901911912-5BCSGV0DNVH822OWSI9V/RPA-Logo-3.jpg Making Retirement Planning Modern for RPA RPA Logo Ideas https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903742000-6DA2HIPMT81RXLA7BKZO/RPA+Brand+Standards5.jpg Making Retirement Planning Modern for RPA RPA Brand Guide business card https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591901912007-1VHVU4ESF72WTCNYPYU6/RPA-Logo-4.jpg Making Retirement Planning Modern for RPA RPA Logo Ideas https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903740443-44ZBB9M5OKTC6A2KIZS9/RPA+Brand+Standards6.jpg Making Retirement Planning Modern for RPA RPA Brand Guide letterhead and envelope https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591901911915-T4YZLED4W6PURQ1AHLLJ/RPA-Logo-5.jpg Making Retirement Planning Modern for RPA RPA Logo Ideas https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903743883-1CJT44LW27S3XEQ1A4C4/RPA+Brand+Standards7.jpg Making Retirement Planning Modern for RPA RPA Brand Guide https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591901912030-K29ZEBG8SZ94HIG0UG11/RPA-Logo-6.jpg Making Retirement Planning Modern for RPA RPA Logo Ideas https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903352062-1Q52XVMTUD3EZNPKVAYN/Screen+Shot+2017-06-06+at+4.02.26+PM.png Making Retirement Planning Modern for RPA RPA Website https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903350338-DX6SNWUJRD7TBEDWQ2KE/Screen+Shot+2017-06-06+at+4.04.21+PM.png Making Retirement Planning Modern for RPA RPA Website https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591903350249-PC787LSR9UO08YDFHON0/Screen+Shot+2017-06-06+at+4.02.41+PM.png Making Retirement Planning Modern for RPA RPA Website https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591902148955-JTBPTJNJH719Z0Z15QB6/RPA+Logo.png Making Retirement Planning Modern for RPA rpa logo https://www.sundco.com/added-followers-with-a-twist-wiebold daily 0.75 2020-08-12 https://www.sundco.com/persona-research-grandpa-soap daily 0.75 2023-07-12 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591634487380-KJIXTCDQE3BDTZAFUE58/2017+AMA+Pinnacle+-+Sund+Co+Slides1.jpg Persona Research for The Grandpa Soap Co case study cover page https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591634488100-67SWMPOT6HJ8VMGJ7WI9/2017+AMA+Pinnacle+-+Sund+Co+Slides2.jpg Persona Research for The Grandpa Soap Co case study results https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591634539687-TNCPZKL54VLI4S66YHR7/2017+AMA+Pinnacle+-+Sund+Co+Slides3.jpg Persona Research for The Grandpa Soap Co social media post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591634543842-Q9MMFTUK1OI3ELASOG3U/2017+AMA+Pinnacle+-+Sund+Co+Slides4.jpg Persona Research for The Grandpa Soap Co social media post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591641964464-SVXOT14DAJMUO32RF1UP/image-asset.jpeg Persona Research for The Grandpa Soap Co Karrah, Suzie and Konrad are the personas recommended to client without supporting data. In addition, we created Karrah’s Mom/Daughter, Suzie’s Aunt/Niece, and Konrad Sr/Jr, who differed only by age. We’ve obscuring whether they’re older or younger to keep client results confidential. Ditto for interests and purchase behaviors. Charles, Juliet, Sierra, Thomas and Virginia were created for this study as likely consumers for client’s flagship product, with a variety of interests and purchase behaviors. Each has a different age, and they were split into three personas differing by income. ($50k is the US median household income.) https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591642014958-OPNWW8SCZZHZITC9CKM4/personas+post+1.png Persona Research for The Grandpa Soap Co The test was a page like ad on Facebook. The visual is the bare product, no packaging or strong indication of branding. The client was in the process of modernizing branding, so we weren’t testing the brand – testing personas for the flagship pine tar soap product. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591642422601-L2VPAHI3UGNNDZ0X5433/personas+income.jpeg Persona Research for The Grandpa Soap Co https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591642450545-O2XD8A6LKGA2HB1VFB3X/image-asset.png Persona Research for The Grandpa Soap Co When it became clear that the strongest variable was age – with a 2% response rate at one end and nearly 7% at the other end of the spectrum – we created a control group to test whether age was always a factor for Facebook page likes, or possibly always for soaps or natural products, or if it was really due to pine tar soap. The client owns several natural soap brands and Kirk’s was a perfect control. We created four general personas differing only by age, and tested them with this page like ad. Again the image is the bare product, no packaging or strong indication of branding. The control results were only slightly age dependent, indicating that age is a real factor for response to the product. https://www.sundco.com/ecommerce-website-social-advertising-dark-star daily 0.75 2020-12-10 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591646351401-54RNLFGD3EHRWSZC3DFP/Screen%2BShot%2B2017-06-08%2Bat%2B12.08.34%2BPM.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Shopify Website https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591898947438-IK6L61QW28KW1MAP30ZL/DarkStar-cover-INSTA.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce dark star hot sauce social media post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591646388907-TJWQ4N5TCISVZPFY3ZFV/Screen%2BShot%2B2017-06-08%2Bat%2B12.08.52%2BPM.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Shopify Website https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591898946031-77K2HJ7286PA1F6BWJOQ/3Bottles-IGRenh.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Social post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591647090319-3ZZ3TTRSCCV98XIO5V3W/Screen%2BShot%2B2017-06-08%2Bat%2B12.08.58%2BPM.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Shopify Website https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591898947603-CM76X6IA3TR6RK0UNXX5/DarkStar-Bloodymary-INSTA.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Social post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591647130485-0G425XT0G3Z4OLQSY95W/Screen%2BShot%2B2017-06-08%2Bat%2B12.11.22%2BPM.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Shopify Website https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591898950190-7RD2N2YIDD7ZDKM9O1E2/DarkStar-Food-INSTA.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Social post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591898951913-GXKYP0KAIFYDI7A84OW0/girl-with-dreads.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce Dark Star Hot Sauce Social post https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591898951625-SHC3HVX7N080YODX61QB/red-table.jpg Ecommerce Website + Social Advertising Dark Star Hot Sauce dark star hot sauce social media post https://www.sundco.com/contact daily 0.75 2026-04-29 https://www.sundco.com/the-company daily 0.75 2026-01-23 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1595352524162-FQFOKMFJDWB8M4S8WUUJ/mark+sund The Company https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1595352570032-1R2EP4O4CLGXC17USMV5/sarah+crawford The Company https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/aed1b21d-3d18-4676-a709-8eafa8d85b19/isaac-morris.jpg The Company https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1595347713743-B6RYQO23F4YDFDL77SYR/sund+%2B+co+founded+in+1998+stamp https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1608071323146-XABH6IGN8VE6OPV8COK5/blacksmith-award-logo.jpg https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1608071374473-Y121GILDXB60RAJJO2F0/pinnacle-award-logo.jpg https://www.sundco.com/services daily 0.75 2023-09-21 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1594844912326-EMZCKVS5BOGNG1JN1338/image-asset.jpeg https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1608071374473-Y121GILDXB60RAJJO2F0/pinnacle-award-logo.jpg https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1608071323146-XABH6IGN8VE6OPV8COK5/blacksmith-award-logo.jpg https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1594844981084-1KP0T64NKR1UOD3HVGB0/fyse.jpg https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1594845220671-PQNNWY1YNO5NE952MKFH/services-logos.jpg https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1594844736343-NZ02TJEM2B1PIXN1LQUK/Caracole-Annual-Report.jpg https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1594842903700-MHBGWGUE4I0SWXC5VTXN/Sigma-Stationery.jpg https://www.sundco.com/privacy-policy daily 0.75 2020-07-21 https://www.sundco.com/portfolio-intro daily 0.75 2024-09-12 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1595361242542-U0OLT7E9L6WXEI998QY9/image-asset.jpeg Portfolio Intro - Business to Business https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1594844912326-EMZCKVS5BOGNG1JN1338/image-asset.jpeg Portfolio Intro - Consumer Products https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1597257816079-0ADMD7KQ4WP8B4REPRTB/Sigma-Stationery.jpg Portfolio Intro - Professional Services https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1591113335894-ETGC4HCREH6EIKMC67LH/menu-elements-family-pizzas.jpg Portfolio Intro - Dining + Local https://www.sundco.com/data-driven-event-marketing-books-by-the-banks daily 0.75 2023-07-12 https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605300730923-W27A8CG0ZE7002CJJHFR/iconAttendance.png Data-Driven Event Marketing for Books by the Banks - ATTENDANCE Increase attendance at the 13th annual Books by the Banks event in Oct 2019 at Duke Energy Center. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605301035499-BAWWVKGEAXKCU8271890/image-asset.png Data-Driven Event Marketing for Books by the Banks - AUDIENCES Reach a wider cross-section of people, or reach them more effectively, than their usual methods. Reach a larger black and Hispanic audience was a sub-goal. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605301304647-RSGNCS9AO8N4O3PZAYGN/image-asset.png Data-Driven Event Marketing for Books by the Banks - BRANDING Up their game in the design and presentation department. The client was focused on numbers when they hired us, so in the beginning this objective was ours not theirs. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605301340033-5Q67UW8OA8Q95K1EGJ6F/iconData.png Data-Driven Event Marketing for Books by the Banks - DATA Provide a more serious approach to engagement, insights and data. This also wasn’t identified as an objective by the client at first, yet we knew better data would mean better insights for the future. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605299977561-W8HPJDXGALCAXJDGOJP7/First%2BSocial%2BPost%2521.jpg Data-Driven Event Marketing for Books by the Banks The first post of the campaign. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605300730923-W27A8CG0ZE7002CJJHFR/iconAttendance.png Data-Driven Event Marketing for Books by the Banks - Attendance 2019: 4500 | 2018: 4500-5000 This was likely a slight decline from the previous year. Many factors affect event attendance, so reasons are hard to say, but discussion follows below! Facebook event responses 2019: 3129 | 2018: 2335 This was a 34% increase from the previous year. Why this didn’t translate into a +30% increase in attendance is an open question. One possibility is we reached more people but they were less serious about the event. Yet we’re confident from the audiences that we reached more, equally-interested people, and something about that particular day or 2019 kept people engaged in other activities. Next year (whether it’s 2020 or more likely due to Covid-19 2021), we or whoever does their advertising will have access to all the 2019 data, serious audiences and results to build on, and ability to hit the ground running with improvements. https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605301035499-BAWWVKGEAXKCU8271890/image-asset.png Data-Driven Event Marketing for Books by the Banks https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605301304647-RSGNCS9AO8N4O3PZAYGN/image-asset.png Data-Driven Event Marketing for Books by the Banks https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605301340033-5Q67UW8OA8Q95K1EGJ6F/iconData.png Data-Driven Event Marketing for Books by the Banks https://images.squarespace-cdn.com/content/v1/5ed54e4068e2586a043d38ac/1605302603880-4L7GLF7E7TZZBW77UVUL/Hear-Your-Favorite.jpg Data-Driven Event Marketing for Books by the Banks 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Project Five https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847416982-R2067X6OPKY3MG304FSJ/20140301_Trade-151_0124-copy.jpg Web Design - Project Five https://www.sundco.com/web-design/project-four-yjynj-4wdgw monthly 0.5 2022-05-24 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847905386-9EM9GLHE12726EXM68S4/image-asset.jpeg https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847906050-Q37PFW075QZ6YU9179YP/image-asset.jpeg https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847907929-YZFF0BD112Q9PF2G1BK6/image-asset.jpeg https://www.sundco.com/web-design/project-three-8zgh7-h2fa6 monthly 0.5 2022-05-24 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847411947-BSOTI2122B2HLPAP3XSL/20140301_Trade-151_0124-copy.jpg Web Design - Project Three https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847412609-54WSVSAFRMKZEQTXDKB9/20140301_Trade-151_0124-copy.jpg Web Design - Project Three https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847411502-9D27YNIMALNIHZYQ1CMG/20140301_Trade-151_0124-copy.jpg Web Design - Project Three https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847410901-NW4BE1NIG86WQS26D48L/20140301_Trade-151_0124-copy.jpg Web Design - Project Three https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847410514-YTA75TP5M5NY1DD11BB2/20140301_Trade-151_0124-copy.jpg Web Design - Project Three https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847409407-NH9B3VB0PQWBG5LZEU5P/20140301_Trade-151_0124-copy.jpg Web Design - Project Three https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847408362-3VSTKTYIWN0INM638YVD/20140301_Trade-151_0124-copy.jpg Web Design - Project Three https://www.sundco.com/web-design/project-two-llrgk-3xplk monthly 0.5 2022-05-24 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847407784-0ZWK2VWHWVEO87VQWTE3/20140301_Trade-151_0124-copy.jpg Web Design - Project Two https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847407287-985X24W2BPAEHHISD0C0/20140301_Trade-151_0124-copy.jpg Web Design - Project Two https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847406849-K0MEB56K6G4CEGRZ4D2J/20140301_Trade-151_0124-copy.jpg Web Design - Project Two https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847406249-J4HYEHES6F6UCY5TVM2A/20140301_Trade-151_0124-copy.jpg Web Design - Project Two https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847405591-FZUNRUAT1SR1PVIL5TA8/20140301_Trade-151_0124-copy.jpg Web Design - Project Two https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847404849-JBKU84SJXZL5LDL554SL/20140301_Trade-151_0124-copy.jpg Web Design - Project Two https://www.sundco.com/web-design/project-one-ephnc-fndlc monthly 0.5 2022-05-24 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847404387-JU309UFEWQ1YR946FJVD/20140301_Trade-151_0124-copy.jpg Web Design - Project One https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847403763-CNHK66ERZAP3FARA51ND/20140301_Trade-151_0124-copy.jpg Web Design - Project One https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847403305-VJDKJA1VO786FIOO83WE/20140301_Trade-151_0124-copy.jpg Web Design - Project One https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847402884-2RBITFZTNVLDS1AJEKXW/20140301_Trade-151_0124-copy.jpg Web Design - Project One https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847402453-A0LKCHP0YA7NLI2E0WJA/20140301_Trade-151_0124-copy.jpg Web Design - Project One https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847402040-WALQWA4IM1JBBHBJZ731/20140301_Trade-151_0124-copy.jpg Web Design - Project One