We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Start simple and build over time
In the previous episode, we talked about understanding your growth stage and how it should inform your marketing budget. The subject of growth stages is relevant when it comes to trends as well. If you’re a new business just starting out with marketing and your focus is on getting off the ground, sophisticated new marketing tools may not be for you. You would more likely want to employ simpler, tried and tested tactics and then expand your strategy as you become better established and your marketing strategies get more sophisticated.
You also need to consider the costs involved with capitalizing on the latest trends, because each new tool will require training and time for your team to master it. Another thing to consider is your target audience. Just because a new tool has become all the rage, it doesn’t necessarily follow that it will be perfect for your brand and audience.
Marketing trends can be big distractions or mean major gains for your business. Consider them carefully as part of your marketing budget and make sure you understand if, how and where they fit in.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
