Marketing in 2025 Is Broken—Here’s the Strategy That Actually Works

By Chip Gregory

I founded Lucerna Group after more than 25 years of helping Arts & Entertainment, Sports, and Hospitality brands make an unforgettable impact. From building successful campaigns in Los Angeles, Chicago, and Columbus, Ohio, to retiring in Marion, I thought I had closed the chapter on my marketing career. But I quickly realized that my passion for marketing hadn’t faded—it had evolved.

It wasn’t unfinished business that drove me back—it was a realization: Marketing isn’t rocket science; it’s quantum physics. Just as quantum mechanics uncovers invisible forces that shape our reality, I saw that consumer behavior is driven by unseen psychological forces beneath the surface. Marketing needed to go deeper—starting at the subatomic level, where brand identity, perception, and emotion collide. That’s where Lucerna Group begins.

I teamed up with PR expert Beth Trapani and media specialist Doug Jones to form Lucerna Group—a powerhouse trio blending strategy, storytelling, and cinematic media. Together, we craft marketing that activates the head (logic), heart (emotion), and gut (intuition) of the audience—turning brand presence into an undeniable force of attraction.

Why Trilateral Marketing Was Born

A decade ago, the marketing landscape was changing fast. Everyone was going digital, and the noise became deafening. Brands were fighting for attention in an oversaturated space—we had become too digitally minded and no earthly good. I knew that the one-dimensional approach wouldn’t last, and something deeper and more human was needed. That’s when the concept of Trilateral Marketing took root—a comprehensive approach that blends digital, live, and cause marketing to forge genuine connections.

I hold a BA in Communications & Theatre Production with a minor in Psychology—two areas that have shaped both my career and my approach to marketing. My passion for Arts & Entertainment combined with a strategic understanding of human behavior led me to develop a unique marketing methodology grounded in psychological principles.

In the early stages of creating this approach, I collaborated with Dr. Karin Anderson Abrell—an international psychology speaker and author—to ensure that my ideas were scientifically sound. While psychology is considered a "soft science" and continues to evolve, I wanted to make sure the foundation of my strategy was rooted in what we know about human behavior.

Here I am with Dr. Karin Anderson Abrell who helped me in the initial phase of developing my approach to marketing in 2015.

Real-World Proof of Trilateral Marketing

One of our most powerful success stories is with El Vaquero Mexican Restaurant. They didn’t just need marketing—they needed a brand transformation that would boost visibility, drive foot traffic, and foster community loyalty. We implemented a strategic blend of digital, live, and cause marketing, creating an irresistible presence that couldn’t be ignored.

El Vaquero featured on Daytime Columbus TV Show and WNCI Dave & Jimmy Show

Within 90 Days, Here’s What Happened:

• 43%-48% KPI Exceedance: We blew past the goals, achieving higher-than-expected results.

• Lunch Sales Skyrocketed: Transformed historically slow periods into consistent revenue.

• Alcohol Sales Spiked: Maximized one of their biggest profit drivers.

• Slow Business Days Turned Profitable: Made previously underperforming periods thrive.

• Record Cinco de Mayo Sales During Pandemic Promotion in May 2020.

But numbers alone don’t tell the whole story. El Vaquero became more than just a restaurant—it became a community staple. Through sponsored events, charity involvement, and media features, we helped them build lasting connections and brand loyalty. Their achievements were recognized by the Ohio Restaurant Association and highlighted in local TV features.

We applied the same dynamic strategy with Downtown Marion, Inc., helping to rebrand and revitalize their community presence. From strategic messaging and hands-on consultation to media production and social media strategy, our efforts drove tangible results:

• Sold-Out Christmas Fundraiser: Achieved record attendance and revenue.

• 33% Increase in Social Engagement: Amplified brand visibility.

• New Sponsorships & Community Investment: Built sustainable support and growth.

Why Trilateral Marketing Works

The marketing world today is noisy, crowded, and often manipulative. Brands waste time and resources chasing trends and trying to funnel customers through intrusive methods that rarely yield real connections. I knew that had to change, so I focused on integrating three critical marketing elements: Digital, Live, and Cause Marketing.

1. Digital Marketing: Reaching the Connected World

Digital is essential, but it’s not about chasing trends or using intrusive data—it’s about reaching the right audience with human-driven strategies. We leverage:

• Social Media Engagement: Building communities and fostering interaction.

• SEO & Content Creation: Connecting with audiences organically.

• Behavioral Psychology: Understanding why people connect with brands.

Our client, Drink Perfection at a Marketing event in New York City.

2. Live & Event Marketing: Creating Personal Connections

Live marketing brings your brand to life. We craft immersive experiences that create lasting memories and emotional bonds, whether through:

• Curated Events & Brand Activations

• Community Sponsorships & Engagement

• Live Performances & Entertainment Experiences

Owner Fernando Morales serving food donated by El vaquero at a family Charity Event.

3. Cause Marketing: Making a Positive Impact

Today’s consumers want to see brands making a difference. We align businesses with meaningful causes, proving that your brand is not just about profit but purpose. From charity events to community partnerships, we build positive reputations and deeper connections.

A Proven Process that Delivers Results

Trilateral Marketing is more than just theory—it’s a practical, systematic approach to measurable growth. Here’s how we make it happen:

1. Comprehensive Research and Analysis

We start with a deep dive into your brand’s DNA. Through strategic interviews and behavior analysis, we identify what sets you apart and how to connect with your audience on a deeper level.

2. Tailored Marketing Strategy

Our approach isn’t one-size-fits-all. We develop a customized strategy that integrates digital, live, and cause marketing into a cohesive and impactful plan.

3. Execution and Activation

From engaging content to live experiences, we make sure your message hits the mark—both online and in the real world. This is where the theatrical aspect of Trilateral Marketing comes alive, turning messaging into motion and brand presence into performance.

4. Measurement and Optimization

We monitor real human engagement, not just vanity metrics. We assess how well we’ve activated the head, heart, and gut of your audience, making data-driven adjustments where needed.

Proof That Trilateral Marketing Works

We focus on real results, not hype. Here’s why it works:

• El Vaquero Mexican Restaurant: Achieved 43%-48% KPI exceedance in 90 days, with lunch sales and alcohol revenue booming.

• Downtown Marion, Inc.: Increased social engagement by 33%, secured new sponsorships, and set record-breaking ticket sales for live events.

• Rogue Theatrics (our live entertainment arm): Sold out every show since their inception in the summer of 2023, building a loyal audience base and securing sponsorships.

Why Trilateral Marketing Stands Out

Unlike traditional marketing that treats audiences like data points, we foster human connection. We create memorable experiences that turn audiences into brand advocates. It’s not about quick fixes or gimmicks—it’s about sustainable growth and loyalty.

If you’re looking for marketing that actually makes an impact—without manipulation—let’s create your success story together. Connect with Lucerna Group and see how Trilateral Marketing can transform your brand.

“Trilateral Marketing completely changed how we engage with our audience. Within weeks, we saw higher engagement, more visibility, and—most importantly—real conversions.”— Jamar Alexander, Co-Owner of All In Cleaning Services

“Before working with Lucerna Group, we were struggling to get our message across. Now, we’ve hit record fundraising numbers, and our community engagement has never been stronger.”— Allen Wilson, Downtown Marion, Inc.