- Email Marketing Tips for the 2009 Holiday Season by Alex Williams
The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online. Email marketing is a powerful tool that retailers can use to build their brands ...
- What's the Color of Your Personal Brand? by William Arruda
Color is powerful. It's an important personal-branding tool, so use it wisely and consistently to support your personal-branding activities. To make the most of your color, follow these five rules.
- Deliver a One-Two Punch: Tap the Synergy Between Email and Social Media by Ross Kramer
There are many similarities between social-media marketing and email; but they are two distinct marketing channels, and they should be used separately to enhance or magnify, not just promote, each other.
Think of it this way: Social media is for awareness; ...
- The Pursuit of ROI: Will It Lead You to Rags or to Riches? by Sharan Jagpal
It's no secret that the business world is slow to change. Sure, it has made the evolution from typewriters to computers for word processing, and from snail mail to email for written communication. But in regard to the core of ...
- To Sell During a Recession, Shop a Mile in Their Shoes by Jenny Schade
Harnessing the power of customer insights throughout your organization produces a powerful, ongoing interactive connection with key constituents that competitors can't duplicate. Beyond the clever words and attention-getting visuals, the connection with the customer truly engages. When the product has ...
- Email Optimization: How Simple Changes Increase Open Rates, Clickthrough, Response, and Average Order Size by Debra Ellis
Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one.
Practitioners of knee-jerk planning rely on emails to bolster a sagging month or fill in the ...
- Did My Video Ad Work? How to Use Simple Tools to Measure the Effectiveness of Online Video Ads by Diaz Nesamoney
Do video ads work to turn viewers into buyers and passionate brand advocates?
For starters, measurement of the effectiveness of video ads gets bogged down by syndication, viral distribution, viewing via social networks, and many other factors. So how can you ...
- What's the 'Return on Sound'? Build Long-Term Emotional Equity by Applying Sound Strategically by Noel Franus
What's your Return On Sound? Budgets may be tight and long-term planning may feel out of reach, but a few simple principles can help lay the groundwork for long-term brand value for "sonic identity."
Music and sound create significant long-term ...
- Shopper Marketing vs. the Asteroid by Mitch McCasland
In a genre of disaster movies, there's a dramatic moment when an asteroid is plummeting toward Earth. Amidst a flurry of intense heroics, the asteroid is redirected... and tragedy is averted. But shouldn't the scientists be working sooner to change ...
- Seven Ways to Woo the 'Aspirational' Luxury Customer by Suzanne Hader
Ongoing economic uncertainty has made aspirational luxury customers more selective about what they purchase than ever.
"Aspirationals" are aggressively prioritizing discretionary spending, purchasing a select few emotionally charged luxury items but buying everything else at mass or "masstige" outlets.
Companies that want ...
- Four Overlooked Benefits of Telemarketing (and How to Make the Most of Them) by Michelle Palmer
Whenever I can, I include telemarketing as part of a comprehensive lead-generation program. When it comes to setting sales appointments, populating a database with decision-maker names, or filling seats at an event, there's no contact method that's more direct or ...
- Hardwired to Love Brands by Martin Lindstrom
Why are "mirror neurons" so relevant to marketers? Because they reveal why we're hardwired to imitate, cradle to grave. Mirror neurons explain why we sometimes do things that we can't explain. They can also be a source of valuable ...
- How Your Business Can Benefit From Using Twitter: Four Proven Strategies
by Mack CollierBusiness are flocking to Twitter, but many still aren't sure how to leverage the tool to grow their business. Here's how Comcast, Dell, The Home Depot and others are using Twitter to reach their customers and nurture their businesses, and ...
- She's Waiting: Five Ways to Reach Women via Sustainable Business Practices
by Andrea LearnedAn authentic and established sustainable commitment resonates with women. Here's how companies can work toward more sustainable operations, offer products that reflect that intention, and (in doing so) create good business with a double whammy.
- Five Steps to Building Brand Equity for the Small Business by Mike O'Toole
Everyone wants brand equity. But building it, when you are more likely to qualify for the Inc. 500 rather than the Fortune 500, can be a puzzle. Particularly when the role models for brand equity are global icons like Coca ...
- The Luxury Catch-22 by Martin Lindstrom
In the luxury brand business, stretching brands too thinly across market segments may gain short-term revenue increases, but it also almost guarantees long-term loss to the shareholders, brand owners, and, well, consumers.
So, set your limits for how much you really ...
- The Power of Search Within a Complex Sales Cycle by Roxanne Lott
Now that we know that 85% of B2B customers use the Internet at some point during the buying process, why is it that so many business executives still contend that online marketing "doesn't work" for businesses with enterprise solutions or ...
- The Power of Brand Repositioning: A Four-Phased Process by Gregory Pollack
So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy ...
- The Five Simple Rules of Green Marketing by Jacquelyn A. Ottman
A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. In fact, if you don't manage your business with respect to environmental and social ...
- What Is Your 'Return on Marketing Integrity'? by Lynn Upshaw
Marketers need to consider a new calculus: "return on marketing integrity"—that is, a new type of "ROMI"—which can lead to stronger business performance.