Marketing Resources: Creativity

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Results for Creativity

Three Strategies for Inspired Holiday Email in Tough Times by Karen Talavera
The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us, even though we're barely past the back-to-school rush. Already, it's holiday marketing time. Yet, in recessionary periods, what is normally ...
More articles on Creativity, Customer Relationships, E-Commerce, Email Marketing, Marketing Tips, Recession
Your Website's Missing Ingredient by Jerry Bader
When websites fail, most often it's because they do not function effectively as your primary communication tool. The Web is overcrowded with options, and unless you're prepared to deliver a compelling, differentiating presentation you will be quickly dismissed as irrelevant. ...
More articles on Creativity, Customer Engagement, Marketing Smarter, Videos, Website Design, Websites
'Hypey' Copy That Converts, and How to Write It by Barry Densa
Hypey copy is like a fine wine. It has great legs, a fine body, and a rich nose. Hype excites the emotions, stimulates the buying glands, and ultimately converts better- than-dull; drab; "only the facts, Ma'am" marcom-style copy. The challenge, of course, ...
More articles on Advertising, Copywriting, Creativity, Customer Acquisition, Marketing Tips, Writing
Social Media Reality-Check by Brandon Walsh
Is the social-media explosion a "big bang" that's creating a whole new brand-communications paradigm, or is it part of an ongoing evolution whereby focused brand-building principles are not only still relevant but more important than ever?
More articles on Branding, Collaboration, Creativity, Social Media
How To Generate Blogger Buzz: Eight Proven Tips by Kimberly Smith
For those accustomed to traditional PR, the blogosphere seems an entirely different beast—but one that has the potential to turn your message into a viral sensation. The following eight tips will help you capture the right kind of attention from ...
More articles on Blog Comments, Blogging, Creativity, Humor, Personalization, Public Relations, Targeting
Irresponsible Corporate Responsibility: Doing Good Isn't Always Done Well by Alyssa Dver
If you are going to implement a corporate social responsibility program, do so responsibly. A poorly executed program can negatively affect the business in many ways. It takes one missing element, one arrogant blogger, or one angry ex-employee to publicly ...
More articles on Brand Positioning, Creativity, Management, Marketing Smarter
How to Survive the Tough Times, Personally and Professionally by Michael Beck
There's no one-size-fits-all solution to survival during challenging times. But there are some strategies that will help no matter what situation you and your business are in.
More articles on Career Management, Creativity, Economic Crisis, Marketing Inspiration, Networking, Personal Branding
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.
More articles on Advertising, Brand Awareness, Creativity, Logos, Personal Branding, Videos, Websites, YouTube
The Tao of Green Marketing by Irv Weinberg, Carolyn Parrs
Consumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store. For your green message ...
More articles on Advertising, Brand Positioning, Community, Creativity, Customer Behavior, Green Marketing, Marketing Tips
Rethinking the Focus Group by Gavin Johnston
The focus group has lost favor in recent years as marketers seek a more experiential process for gathering customer insights. Although it has lost some luster, the focus group still holds the potential for providing powerful, usable insights. The trick to ...
More articles on Creativity, Customer Behavior, Market Research, Marketing Tips
Developing an RFP? Seven Tips for Getting the Responses You Want by Gwyneth Dwyer
You just sent out a request for proposal (RFP). Will it give you the responses you want? Will it set the stage for a great long-term relationship? An RFP is a key step in engaging an outside marketing partner. Don't underestimate ...
More articles on Creativity, Management, Marketing Tips, Writing
Eight Tips for Hunting for Revenue Where No Budget Exists—Get to Executives by Steve Lightstone
It's tough out there. Budgets are being cut. Markets are shrinking. Prospects aren't buying the way they used to. But you can still sell effectively. You just have to think differently. The message is important, but it's effective only if the ...
More articles on Copywriting, Creativity, Customer Engagement, Marketing Tips, Referrals, ROI, Writing
What Banner Ads Can Learn From Billboards by Kim Stearns
Banner ads are tried-and-true forms of advertising that can deliver great results while driving a return on investment. So why are advertisers so hesitant to use them? Maybe it's because they have been overrun with cheesy, annoying, misleading, and downright ...
More articles on Advertising, Copywriting, Creativity, Marketing Smarter, Marketing Tips, PPC Campaigns
Four Four-Letter F-Words That Stall Your Career by William Arruda
If you want to get ahead in your marketing career, stop using four-letter words that begin with the letter "F." No, we aren't talking about THAT word. (Although cursing your boss is probably not going to get you very far, either.) ...
More articles on Career Management, Collaboration, Creativity, Personal Branding
Sweat the Small Stuff: A Counterintuitive Approach to Professional Success by Linda Kaplan Thaler
It might sound counter-intuitive, but "sweating the small stuff" is actually a recipe for success. In fact, it can be one of best weapons in your business arsenal.
More articles on Advertising, Brand Positioning, Collaboration, Creativity
Managing Email Addresses in B2B: How to Increase Email Coverage of Your Customer Base by Ruth P. Stevens
Everyone's looking to do more with less these days. After comparing the cost of postal mail (about a dollar apiece) with the cost of email (about a penny apiece) any B2B marketer is going to prefer using email as the ...
More articles on B2B Marketing, Creativity, Email Lists, Permission Email Marketing, Targeting, Trade Shows/Events, Website Design
Leapfrogging for Success: Change the Game via Innovation by Evan Gerber
Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, ...
More articles on Brand Positioning, Creativity, Customer Behavior, Google, Marketing Budgets, Recession, Social Media, Social Networking
Three Ways to Personalize Your Email Marketing: Remember Who You're Talking to by Karen Talavera
Sometimes we get so caught up in the procedural logistics of email marketing that we forget we're communicating with real people. We think in terms of lists, databases, target audiences, and segments. With email, as with conventional channels, it's important to ...
More articles on Creativity, Direct Marketing, Email Marketing, Personalization, Testimonials, Writing
53 Smartphone Applications for On-the-Go Marketers by Kimberly Smith
While games remain the most widely downloaded smartphone apps, developers haven't forgotten about those of us who have work to do. In fact, we found quite a few apps that are useful for marketers. Take a gander, and then tell ...
More articles on Collaboration, Creativity, Mobile Marketing, New Media, SEO, Social Media, Social Networking
25 Ways to Build Trust (and Sales!) with Customer Success Stories by Casey Hibbard
Capturing the experiences of your most successful customers not only boosts your credibility but also educates buyers and shows them the payoff of your solutions. Here are 25 ways to use customer success stories in your sales and marketing to ...
More articles on Case Studies, Creativity, Customer Relationships, Customer Satisfaction, Testimonials

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Enjoy Some Good Holiday Cheese
As the goblins and ghouls out there munch away on their Halloween bounty, fond memories arise of one apparition we saw a lot of this season—the Monster Mash JibJab "sendable." The ...
More articles on Creativity, Customer Engagement, Humor, Interactive Marketing, Social Media
So, the Recession Is a Good Thing?
While acknowledging the damage this recession has done to the personal and professional lives of so many people, Freddie Laker also argues that our dark economic cloud has brought with ...
More articles on Creativity, Customer Service, Marketing Smarter, Metrics, Recession
D0n't Do T.his
If you visit political blogs, you may have noticed that some bloggers try to outsmart content filters that flag incendiary words by substituting numbers and symbols for letters (e.g., pr0p@ganda), ...
More articles on Creativity, Email Marketing, Spam, Writing
You Lie!
A recent viral video opens on a pretty blonde, who sits at her desk while cradling an infant son. "Hi, my name is Karen and I'm from Denmark," she says. ...
More articles on Creativity, Marketing Inspiration, Videos
Kanye, Jon & Kate: Tops for Halloween
Kanye West and Jon & Kate Gosselin topped the list in a survey of likely Halloween costume choices this year based on a celebrity mistake. Jon & Kate also swept ...
More articles on Brand Positioning, Creativity, Surveys
It's All in the Presentation
At this time of year, food merchants—from purveyors of gourmet treats to large-scale grocers—are focused on one goal: getting customers to add more items to their shopping carts. 'Tis the ...
More articles on Creativity, Customer Behavior, Marketing Tips
Cheer-in the Holidays!
"The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us," says Karen Talavera in an article at MarketingProfs. ...
More articles on Creativity, E-Commerce, Email Marketing, Websites
Try an Event-Driven Email
In a post at the Email Wars blog, Dylan Boyd praises a recent message from Banana Republic. The minimalist email used simple text on an all-black background to announce an ...
More articles on Creativity, Email Campaigns, Email Marketing
Peripheral Vision
If we were to ask you to describe your competition, you'd probably talk about companies that do exactly what you do. The owner of an Indian restaurant will discuss other ...
More articles on Creativity, Customer Acquisition, Customer Retention, Small Business
Wow, They Go on Forever!
Last week, we explored how merchants offering fewer product selections this holiday season may want to stress the quality of their selections to keep customers interested. Now comes interesting ...
More articles on Creativity, Customer Behavior, Market Research
Daft Punk Plays Here
It's not just the recession; the digital revolution has wreaked havoc on traditional music retailers, who can rarely match online juggernauts like iTunes or eMusic on price or convenience. "As ...
More articles on Community, Creativity, Customer Engagement, Recession
3-2-1 Blast Off!
If you read many email marketing blogs, you've probably noticed their authors tend to hate the word "blast." Scott Cohen is no exception, and—in a post called "The Naughtiest Word ...
More articles on Blogging, Creativity, Email Marketing
That Looks, Sounds, Feels, Smells, Tastes Nice!
"If you want your B2B lead-generation campaigns to be as successful as possible, you need your ... messages to break through the clutter, get your prospects' attention and provide them ...
More articles on B2B Marketing, Creativity, Customer Engagement, Lead Generation, Sales
Color Me Beautiful
If we asked you to name the company associated with the term "Big Blue" you'd probably reply "IBM" without a moment's hesitation. And in an article at MarketingProfs, William Arruda ...
More articles on Branding, Creativity, Marketing Tips, Small Business
Spooky, Yes, but It Works
In a recent post at ClearAction's Customer Experience Optimization blog, Lynn Hunsaker cites a troubling stat from Accenture's Delivering on the Promise study. Though 75% of surveyed executives viewed their ...
More articles on Creativity, Customer Behavior, Customer-Centric, Customer Service, Surveys
Firm Sells Facebook Friends to Advertisers
Need a friend? Brisbane-based uSocial will find thousands of them on Facebook for you—at a price.
More articles on Community, Creativity, Facebook, Social Networking
Tried-and-True or Just Plain Blah?
Everywhere we look, ever since we can remember, we see that price ending: .99. But does using this just-below-a-round-number pricing system always produce optimum results for merchants? Might other pricing ...
More articles on Creativity, Customer Behavior, Marketing Tips, Pricing
Adobe to Buy Omniture for $1.8 Billion
Adobe will buy Web analytics firm Omniture in a move to enable Adobe customers to better measure and monetize their digital assets, said Adobe.
More articles on Brand Positioning, Creativity, Marketing Strategy
Viral, Shpiral
You've almost certainly seen, or heard about, the YouTube video of a Minnesota wedding in which the bride, groom and their attendants dance and tumble down the aisle to Chris ...
More articles on Creativity, Small Business, Videos, Websites, YouTube
Dramatic Rise in TV Show, Movie Streaming
Streaming TV shows and movies is at an all-time high in the US, with young adults (18-24) leading the way.
More articles on Creativity, Market Research, Videos, Websites

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Creativity case studies, deconstructing real life examples and illustrating lessons learned

How IBM Offset the Impact of a Down Economy on Event Attendanceby IBM
CASE STUDY: How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners.
More case studies on Case Studies, Community, Creativity, Customer Engagement, Facebook, LinkedIn, Promotions, Recession, Social Media, Social Networking, Trade Shows/Events, Twitter, Webinars, YouTube
How Getting Personal Helped Spur Renewals for the Golden State Warriorsby Golden State Warriors
CASE STUDY: So maybe your organization hasn't had a stellar year. (Really, how many have?) But you still have fans. How can you reach out, in a more personal way, to keep the customers you have?
More case studies on Case Studies, Creativity, Customer Retention, Direct Marketing, Personalization, Videos, Websites
How Low-Cost Conversation Starters Built Community, Generated Leadsby Open Kernel Labs
CASE STUDY: How do you build a thousand-strong online community when your entire global audience is just 20,000 people? Easy! (Not really, but it's possible.)
More case studies on Brand Awareness, Case Studies, Community, Creativity, Humor, Lead Generation, Marketing Budgets, Social Media, Videos, Word of Mouth, YouTube
A Fresh Way to Use Email as an Interactive Toolby Garden Fresh Restaurant Corp.
CASE STUDY: Garden Fresh had more than half a million customers on its email list. But it wanted customers to do more than print out coupons. It sought to build customer loyalty by using email as an interactive tool.
More case studies on Case Studies, Creativity, Customer Engagement, Customer Retention, Email Campaigns, Interactive Marketing, Writing
How a New-Product Launch via Facebook Resulted in Immediate Sales, Ongoing Consumer Relationshipsby 3M Canada Company
CASE STUDY: At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about its target market and forged long-term relationships with consumers.
More case studies on Case Studies, Creativity, Facebook, Interactive Marketing, Product Management, Product Marketing, Promotions, Women, Word of Mouth
How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked Leadsby Babcock & Jenkins
CASE STUDY: Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response rate.
More case studies on Brand Awareness, Case Studies, Creativity, Customer Relationships, Lead Generation, Personalization, Targeting, Websites
How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and Moreby XanGo, LLC
CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts.
More case studies on Advertising, Brand Awareness, Case Studies, Creativity, Sales, Sponsorship, Television, Websites
How a Digital Input Device Manufacturer Increased Engagement With Customers, Upped Holiday Salesby Wacom Technology Corp.
Wacom's digital pens and their capabilities are well-known in the business world. To continue growing, however, the company needed to address the consumer market. Here's how it effectively reached a new fan community.
More case studies on Case Studies, Creativity, Customer Engagement, Email Marketing, Hiring Outside Resources, Sales, Websites, Word of Mouth
How a Hearing Aid Company Doubled the Percentage of Sales to Valuable First-Time Buyersby Oticon, Inc.
The hearing aid industry has suffered from an image problem, because the devices were perceived as ugly and just for the elderly. As a result, just 23% of those who needed hearing aids actually bought them. But based on extensive market research, Oticon, Inc. built a cool hearing aid that appeals to first-time users. In just 18 months, it has achieved nearly double the industry average in the proportion of first-time hearing-aid buyers.
More case studies on Case Studies, Creativity, Positioning, Sales, Sales and Advertising
How a Web Services Firm Used 'Fanatical' Customer Care to Increase Sales 60% Year Over Yearby Rackspace
With Web hosting fast becoming a commodity, Web hosting firm Rackspace realized it needed to stand out from the pack. Its founders decided they would stake a claim to "fanatical" commitment to customer service. Rackspace wove the concept into its very business structure, even trademarking the term "Fanatical Support." And it worked: Revenues grew more than 60% from 2005 to 2006, and the number of employees more than doubled.
More case studies on Case Studies, Creativity, Customer Experience, Customer Service, Management, Sales
How an Online Retailer Grew Revenue 161% Year over Yearby Sideways Wine Club
The Sideways Wine Club, launched in April 2005, improved sales 161% year over year through July 2006, despite the fact that most online wine marketers experience an average visitor-to-buyer conversion rate of about 0.0085, or 0.85%, much lower than most other online retailers' conversion rates. The company's founder, Dave Chambers, knew he could improve sales even more dramatically, if he could improve those miserable conversion rates.
More case studies on Blogging, Case Studies, Creativity, Email Campaigns, Sales
How a Small Specialty Software Company Got on Fortune 100 Companies' Radar Screensby Novinity Corporation
A software company in rural Montana was able to acquire major pharmaceutical company accounts and increase tradeshow traffic 300% by developing and promoting the educational content that its target industry craved...
More case studies on Case Studies, Collaboration, Creativity, Email Campaigns, Small Business