KP Innovation Lab

KP Innovation Lab specializes in leveraging marketing strategies and tactics to make your vision for your organization a reality. We become your in-house or outsourced marketing team, handling all marketing management and executing all marketing activities for your organization.

Keith has been developing innovative marketing strategies for businesses for many years with the specific purpose of exciting and delighting their customers. Providing high-level, yet hands-on strategic and tactical marketing planning to cost-effectively drive revenues is a priority with each endeavor.

Want to understand more about marketing for your organization, or see how I can help your business grow? Let’s chat.

KP hands clapping at meeting A strong brand improves your odds of success - I talk a lot about branding. It's what differentiates you from your competitors. It's the primary key to converting prospects into customers. Don't be fooled -- your brand is much more than what your business does or what you communicate. Your brand identity is the perception of your brand in the marketplace by consumers. Your brand [should] evoke emotions, and feel familiar and reliable. For any size business, defining your brand identity and implementing a…
KP internet, technology, software Enterprise Technology & Software Marketing - In the ever evolving world of marketing for enterprise technology and software companies, it is imperative to establish strategies and leverage tactics that will produce verifiable results. With so much competition for attention on digital channels, technology companies in the B2B space face many challenges to reach decision-makers that can positively affect their sales funnel. The ability to connect with these decision-makers in their world and address their business challenges can have a dramatic impact…
Why would you rebrand your company? - As challenging as it may be, there are several worthwhile reasons to undertake a rebranding of your company. Anthony lays them out nicely: Your brand mission has evolved (click for a description) Your brand has become constraining (click for a description) Your brand is confusing (click for a description) Your brand is part of a business change (click for a description) Your brand is not differentiated (click for a description) Your brand doesn't work well…
KP steak on a grill Just For Restaurant Owners and Managers: Did you hear? - We know that you get bothered by vendors daily at your restaurant, cafe, winery or brewery with their latest gadget. That's not us. Our goal is to help you make money--to help you get people in the door--to be on your team and help you succeed. Take a few moments and look through our Restaurant Marketing System. Believe me, you won't be sorry at the results or with the price. When you're ready to talk, shoot…
KP photo up through skyscrapers Big Data & IoT. Are you knee deep already? - Data. Data. Data. That's what I heard when I read the article below. Data. Where does your business stand in the digital transformation era? Are you ready? Are you collecting, analyzing, and acting upon the data that's available to you? No? Let's chat, because you should be. Your business will thank you for reaching out. Here's a little related light reading from Global Manufacturing: Jump starting digital transformation in manufacturing By Ray Watson, Vice President,…
KP lonely black dot on the ice Where do I start with hockey’s branding problems? - I recently tuned in to NHL Live on NBCSN to check out the latest news and updates on the hockey season. To tell you the truth, I enjoyed the format -- flashing through multiple hockey games, getting the updates on who plays where, and what players are injured. One thing I noticed during the magic game surfing is that I know absolutely zero hockey players. Well, maybe that's a little extreme, but the number of…
KP bicycle man texting How can you afford to not optimize for mobile? - I've been preaching mobile for years now. You knew this was coming. You're probably reading this on your smartphone. Right? Let's make sure all your content is optimized for mobile. Let's talk now. Here are a few stats to help in your decision-making on our mobile-first world: 80% of internet users own a smartphone. American adults spend more than 3 hours per day on mobile media. Consumers spend 69% of their media time on a…
KP starbucks in charlotte What does consistent branding look like? - This is a photo I took from inside a Starbucks restaurant in Charlotte. It could very well be inside the Starbucks near you. Remarkably they all look the same (similar). Starbucks sticks with their branded look. Starbucks sticks with their branded feel. Starbucks sticks with their branded comfort level. Starbucks sells their brand consistently, and it works. Do you? Are you steady with your brand?
KP fresh water on restaurant table Time to stop experimenting – Let’s grow your restaurant together - The time for dabbling and playing with your restaurant's marketing has come and gone. Your growth struggles are obvious, and it's also obvious that using in-house restaurant employees is not working. Let's lay out that perfect plan together, based on research and actual customer needs (not what your GM thinks is right), and execute that plan with success reporting on the back-end. I have been developing innovative marketing strategies for restaurants for many years with…
how long does your content last Where to publish your awesome content - How long does your content last on the internet? Minutes? Hours? Days? Obviously, because you're reading this on my blog, I wholly endorse this data from our buds at value4brand that you should be publishing to your blog/website first. Twitter = 18 minutes Facebook = 5 hours Instagram = 21 hours LinkedIn = 24 hours Youtube = 20+ days Pinterest = 4 months Blog = 2 years #digitalmarketing #socialmediamarketing #socialmedia #seo #business #branding #marketingdigital #onlinemarketing…
KP grill meat and veggies The meat-and-potatoes of brand management - Expanding your brand online establishes a protective shield of armor that makes it able to withstand public scrutiny while continuing to grow its delicate and fluid underbelly. That sounds a bit elaborate and dramatic, but certainly holds true. Today's multitude of social communities has opened avenues for us to expand our brand for the world to see on many additional levels and from many complementary angles that has not been available in years past. Online…
KP flow chart presentation What does it mean to be a software architect? - Years ago, when I was still writing code for a living, I felt like there could be more to my career path than hunkering down in a cubicle for hours on end every day. That's not to say that being a software guy isn't a noble living--it is! And it's fun. It's just not where I wanted to stop. By nature, I'm a creative person (yes, even though I was writing code with the techies).…
KP bitcoin app on mobile Are you taking cyber attack precautions? - Hearing that over 2 million cyber attacks happened in 2018 causing over $45B in losses is quite eye-opening. What are these threats and how do they actually affect us? And more importantly, how can small businesses defend against these attacks? Read more . . . #cybersecurity #cyberattack #softwaresecurity #networksecurity #CMO #CMIO #ChiefMarketingOfficer #ChiefMarketingInnnovationOfficer #fractionalCMO #marketingmanagement #marketingplanning #marketingstrategy #marketingteam #vision #marketing #technology #innovation #consulting #KeithParnell #KPInnovationLab
Restaurant CEO How-to Tips - More tips from a group that I read regularly through my RSS feeds. Sharing . . .
KP green cable Marketing Strategies to Engage Technology Decision-makers - I touched on the point a few days ago that technology companies in the B2B space can struggle at times to reach decision-makers where they live. So what are we to do? To maximize a software company's investment in marketing initiatives, we should look for marketing strategies that have the most potential to engage decision-makers by proving that we understand what challenges their target industry (their customer) faces. At times we need to prove to…
KP beach towel in the wind Looking for that perfect social media guide for your startup? - Startup-Business Social Media Plan When you need a social media plan for your startup, someone to give you a strategic and executable roadmap, this is where you want to start. This plan for startups includes: Weekly deep-dive meetings (either via Skype or face-to-face). A comprehensive social media (strategy) plan. Setup of social media software and instructional training (either via Skype or face-to-face). An editorial calendar. An example of things that may be included in your…
KP business man checks mobile Technology is Our Future – Geolocation this time - Technology is our future, no matter your industry. Even the most non-tech segments can, and should, find a way that technology can make them more efficient. Here are a few statistics showing the growth of technologies and how smart use of geolocation services can affect us: By 2021, location-specific advertising will account for 45% of all mobile ad spending. Spending on geotargeting is expected to hit $26 billion in 2019. 80% of consumers want location-based…
KP commuters on streetcar We continue to buy into the “public” in public transportation funding - It warms my heart to see so many progressive, forward-thinking cities continue to invest in their economies through public transportation projects. Here a few of the latest wins across the country: Houston's METRONext plan includes 75 miles of BRT (bus rapid transit) service, 16 miles of light rail service, expanded HOV/HOT lanes, 290 miles of optimized bus service, and additional signature bus service. Denver citizens voted to create a new government agency to manage planning,…
McCafe holiday Listen to your customers! - You may not like McDonald's. You may not like their coffee or food. But, we can learn a lot from the fast-food giant. Listen to your customers. They will let you know what works and what doesn't work.  
KP starbucks reserve roaster seattle What makes you so marketable? Is it your brand itself? - I think it's a given that I'm a Starbucks (hazel)nut to people that know me . So I'll use them as an example in my branding 'point of the day'. What makes Starbucks' brand so powerful? Is it the décor at their socially inviting retail stores? Is it the commerce selections of their musical CDs or travel mugs? Is it the yummy taste of their Hazelnut Lattes? Is it the wireless Internet and the chic aura…
TikTok Say goodbye to TikTok? - "US Sens. Tom Cotton and Chuck Schumer are worried the Chinese government can secretly use TikTok for counterintelligence purposes because the app is owned by a Chinese company." Enough said. Buh-bye, TikTok. #tiktok #CTO #CIO #ChiefTechnologyOfficer #ChiefInformationOfficer #fractionalCTO #techmanagement #techstrategy #vision #technology #innovation #consulting #KeithParnell #KPInnovationLab
KP smiling man woman pug Cheat sheet for your restaurant’s digital marketing - Let's talk bluntly. Your digital marketing sucks. You're trying, I know. But putting that burden on your general manager, bar manager, or floor manager is not fair to them. They're trying and they're damn good at running  your restaurant, but understanding people and the strategies necessary to appeal to them in the digital world are not their specialties. So, let's talk about the primary efforts that should be a part of your digital marketing plan.…
Tackling Branding as a Team - "In today's world, marketing should be a part of every job role in the organization, not just those who work on the marketing team."
KP baseball glove in dust Getting started in sports marketing - If your sports organization is lagging behind the digital marketing world, and it probably is, it's time to get in the game. Let's walk through a few steps to get you started. Identify and research your target audience. Know who they are. Know where they live (online and offline). Know what they like and do not like. For example, the Norfolk Tides (AAA baseball club for the Baltimore Orioles) has a huge following in southside…
Nielsen Fan Insights Nielsen helps us understand our customers better - Nielsen delves deeper into the behavior of our fans (customers!) with the new fan insights dashboard. I'm excited about the potential of this on-demand data.