About Ira M. Gostin

Ira Gostin, entrepreneur, marketer and communications strategist, is an influential and creative business development advisor who specializes in achieving measurable results. 120 West combines his passions and entrepreneurial spirit while crafting strategies for clients. Read Biography.

Strategy Drives the Tactics Towards Results

Creating tactics is always the fun part of marketing--whether it’s the advertisement, social media components, television interview or the promotion, these are the enjoyable tools we enjoy crafting to drive our business forward. However, without a strategy to guide a campaign, they end up being solo components lacking cohesiveness. In marketing, tactics that constantly deliver [...]

April 18th, 2017|

120 West Newsletter: Happy Spring…Finally!

It's been a crazy winter here in the Sierra. Introducing Allison Ford Our newest Account Coordinator was born in Germany, but raised in Las Vegas.  Allison is currently completing a bachelor’s degree in journalism at the University of Nevada with an anticipated graduation date of May 2017. She has over ten years [...]

March 22nd, 2017|

120 West Newsletter: Kick 2017 in the @$$!

Happy New Year!  2016 was great, but we are looking forward to a stronger and more effective 2017 as we help our clients drive their goals and growth objectives forward. Moving the Needle is the Goal Get inside Ira's brain with his recent article about how nothing beats a great strategy, even Likes, Clicks and [...]

January 24th, 2017|

Likes, Clicks & Shares Don’t Move the Needle!

By Ira M. Gostin The more I am out speaking with senior executives and business owners about their marketing, I am amazed to hear all the conversations about likes, clicks and shares and their importance to the overall marketing strategy. More disheartening, is pitching a prospect and finding out how many of our colleagues out [...]

November 29th, 2016|

Entrepreneurs lead the way in the new Cuba

By Ira Gostin For over fifty years the entrepreneurial spirit of Cuba was frozen in time. But now, with the change in diplomatic and economic relations with the United States, Cuba has seen the birth of the cuentapropista, or entrepreneur. For most of us in the U.S., Cuba has been the forbidden island. Some of [...]

October 31st, 2016|

Defining Strategic Engagement?

In our business, we look at our practice as engagement. It’s not only public relations or marketing or communications. We see strategic engagement as the combination of all of the marketing disciplines under one umbrella, with the objective of creating a dialogue with all stakeholders of an enterprise specifically directed towards accomplishing a goal. Let’s [...]

September 7th, 2016|

Keeping Customers Engaged

Two weeks ago, the "un-carrier," T-Mobile (NASDAQ: TMUS) devised a great way to create stakeholder "stickiness" by providing all new account holders with one share of T-Mobile common stock. And, to ensure everyone is engaged, existing customers may receive a share upon request. That's 11 million shares of stock if everyone requests their shares. This [...]

June 22nd, 2016|

Strategic Communications for the Bottom Line

I'm so excited to be back in the entrepreneurial saddle with the launch of 120 West Strategic Communications LLC. Following an amazing six and a half year run at Tahoe Resources, it was time for me to make a change. Tahoe provided me so many amazing opportunities, from being a founding executive through the IPO [...]

May 16th, 2016|

The Art of (Shameless) Self-Promotion

When I returned from lunch yesterday, I was greeted by an email in my inbox from a creative vendor that we have not worked with, but that I have spoken with on the phone. The email started: Dear Ira, Thought I should check in with you to see how things are going and let you [...]

May 6th, 2016|

Love in an Elevator

One of the most common marketing tools used in small business is the ubiquitous elevator pitch. Its popularity comes from business school, a variety of reality business television programs, and business competitions. It’s almost cliché when talking about any type of business pitch, but even as popular as it is, very few people do it [...]

May 6th, 2016|