In this episode of Building Knowledge, we dive into smart, strategic advertising for the 2025 holiday season—and how businesses can tee up strong marketing plans for 2026. Our guest is the always-insightful Michael Dardano, principal of The Buzz Potential in Tuckahoe and a longtime friend of the program.

Michael breaks down what companies should prioritize as they shape their holiday campaigns, from sharpening social media strategy across Facebook, Instagram, X, and beyond, to deciding when traditional channels like print and broadcast still earn their keep. He also weighs in on the role of email marketing—yes, those blasts still matter, if you do them right—and offers clear guidance on the classic do’s and don'ts that separate effective seasonal outreach from wasted effort.

We also look ahead to 2026: where businesses may scale back due to economic or global uncertainty, where new opportunities are emerging, and what trends every organization needs to watch. Finally, Michael shares his read on how the regional business community is feeling about the year ahead—and his own predictions for the climate we’re heading into.

A forward-looking conversation filled with practical tips, holiday-season wisdom, and a dash of reality check.