Post by author: Don Hoffman / Don Hoffman is CoreMedia’s wordsmith, main scribbler, scripter, balladeer, occasional ghostwriter, and (reluctant) voiceover talent. In other words, all things content. Don is a native of New Orleans and a graduate of Amherst College with more than 20 years of experience shaping marketing communications strategy for global travel publishers, eCommerce shops, advertising agencies, and embedded software companies. He splits his time between San Francisco and Hamburg (not a bad deal) and is also a musician, songwriter, and opera singer.

Don Hoffman

Don Hoffman

Don Hoffman is CoreMedia’s wordsmith, main scribbler, scripter, balladeer, occasional ghostwriter, and (reluctant) voiceover talent. In other words, all things content. Don is a native of New Orleans and a graduate of Amherst College with more than 20 years of experience shaping marketing communications strategy for global travel publishers, eCommerce shops, advertising agencies, and embedded software companies. He splits his time between San Francisco and Hamburg (not a bad deal) and is also a musician, songwriter, and opera singer.


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The drop is the hottest trend in marketing. But what is it and why should you master it? We take a look at its history, explain what you need to know, and what you need to do.

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Last month we attended the annual retail supershow known as NRF. (Officially it’s the “National Retail Federation’s Big Show” but everyone just uses the acronym.) Held in Manhattan, it is indeed big – with more than 600 exhibitors vying for the attention of some 35,000 attendees.

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