About Kevin Handerson

Kevin is the Vice President of Account Services at LRG Marketing Communications.

Embracing market fragmentation

Despite the hopes and plans of marketers that have counted on markets coalescing and converging – presumably on their own offering – the evidence shows that the opposite normally occurs. Over time, markets tend to fragment, even for companies that have built powerfully dominant positions in the shorter term. A great example is the market [...]

Noticing good marketing

I’m a film buff, and have always been interested in the art and craft of movie-making. Recently, I came across a wonderful video essay about CGI (Computer-Generated Imagery) and how it has affected film production. The thesis of the essay is that movie-goers who complain that CGI is terrible are missing the mark, because they [...]

4 stages of your customer’s journey to purchasing

Prospective customers move along a series of four steps, or stages, before making a purchase. This is true for consumers as well as B2B customers. At each stage, the nature of the information and messages that are relevant to the prospect varies. One key to encouraging prospects to take action is to make the messages [...]