Even companies like Coca-Cola that are marketing aces don't always experience success. Remember the New Coke fiasco? Rather than rolling out New Coke as a new product, the company replaced its classic drink. Eventually, customer protests brought back the original (though with the new name Coca-Cola Classic). Where's New Coke now?

In other words, branding and past success don't guarantee future success for products. But what about businesses that haven't established a brand or identity?

Every organization, at one point or another, has been an unknown entity. After planting the marketing seed, and with appropriate care and feeding, the company enjoys growth. Many small businesses start simple, perhaps passing out business cards, brochures and putting up a Web site. But what if such a campaign isn't bringing in new clients. How do you revamp your campaign to get results?

Are sales flat like a soda that has lost its fizz? Has a new hire flopped? 200,000 "MarketingProfs Today" readers have new and classic ideas they can give you to help revive your efforts. Share a marketing challenge and receive a complimentary copy of our book, A Marketer's Guide to e-Newsletter Publishing.

This Week's Dilemma

Initial marketing campaign isn't flying

I started a new line of gift baskets for babies, families and new parents. We've built everything including a Web site. At this time, we're not selling locally or through the Internet. We mainly use the Web site as a virtual brochure and for our customers' buying convenience. We've passed out our business cards and created an email flyer that we've sent to everyone we know, their friends and their coworkers with no results. How can we entice prospects to purchase our product? What do we need to do with our current campaign to see results?

—Angela, owner

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ABOUT THE AUTHOR

Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.