Creativity

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• Case Study: How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked LeadsKimberly Smith
  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 ...
• Go Cone Yourself
  "It's hard to keep those marketing juices flowing if you are feeling bogged down," says Drew McLellan at his Marketing Minute blog. "Sometimes I have to give myself a reprieve. ...
  Creativity, Small Business
• Scratch That Niche
  Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your ...
  Creativity, Customer Acquisition, Small Business
• On-the-Fly Creativity
  You spend most of your day trying to be creative, but do you ever stop to ask yourself what creativity is? With a white board, a few markers and a ...
  Creativity, Marketing Inspiration
• Give 'Em What They Paid For
  "Transactional messages like membership confirmations and shipping notifications show some of the highest open rates in the inbox," says Aaron Smith at MediaPost's Email Insider blog. "Customers receiving these [are ...
  Creativity, Email Marketing
• Does It Come in a, You Know, Box?
  In post at the Neuromarketing blog, Roger Dooley says, "U.S. consumers have been conditioned to believe that proper wine comes in a 750ml glass bottle with a natural cork. Artificial ...
  Brand Positioning, Creativity, Marketing Inspiration
• Case Study: How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and MoreKimberly Smith
  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 ...
• Find a Fresh Pair of Eyes
  "Let's face it," writes Bill Taylor in a post at Harvard Business Online. "Most companies in most industries have a kind of tunnel vision. They chase the same opportunities that ...
  Creativity, Small Business
• Online Customer Communities Power Routine InnovationJohn Kembel
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater ...
  Collaboration, Creativity, Customer Advisory Programs, Customer Engagement, Thought Leadership
• Redesigning Web Sites to Put Customers in Charge of Their ExperienceJeannette Kocsis
  Online users expect more today from Web sites, and competition is fierce. Marketers should be considering how to change their sites to keep up with customer expectations of the Web, ...
  Creativity, Customer Experience, Website Design
• Make Your Marketing Budget Work - Halve ItMartin Lindstrom
  What's the trick to starting afresh? Be prepared to seriously start over and establish strategies to keep your brand from falling into that rut to nowhere. Here are some ideas to ...
  Ad Copy, Advertising, Creativity, Direct Marketing, Marketing Budgets
• Case Study: How a Digital Input Device Manufacturer Increased Engagement With Customers, Upped Holiday SalesLaurie Lande
  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 ...
• Moving Madison Avenue: Finding Advertising Ideas ElsewhereMartin Lindstrom
  What will happen when ideas become commodities just like everything else? Some people certainly buy ads from advertising agencies on the strength of the agency's own brand name, but is ...
  Advertising, Collaboration, Creativity, Online Marketing
• New Products: The Real Challenge Is in Execution, Not StrategyBarry Curewitz
  Marketers love talking about products like the Swiffer or iPod, two colossal successes in terms of brilliance in innovation and new product development. In fact, rumor has it there are ...
  Creativity, Management, Marketing Inspiration, Product Marketing
• Case Study: How a Hearing Aid Company Doubled the Percentage of Sales to Valuable First-Time BuyersLaurie Lande
  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 ...
• Six Questions to Inspire a Successful Marketing StoryJerry Bader
  Every company has a story to tell, but how do marketers figure out the best way to tell it, in a compelling way? Here are six questions that will help ...
  Creativity, Marketing Tips, Social Media, Targeting, Videos, Web Copy, Website Design, Websites
• Wanted: Catalysts for Co-CreationEarl Cox
  In today's ever-changing, increasingly interactive media world, marketers are captivated by a new business buzzword: "consumer-generated content." While word-of-mouth has always been powerful, consumer-accessible technology (the Internet, podcasting, video production, social ...
  Collaboration, Creativity, Customer Engagement, Interactive Marketing, Word-of-Mouth
• Case Study: How a Web Services Firm Used 'Fanatical' Customer Care to Increase Sales 60% Year Over YearJennifer Natsu
  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" ...
• How To Create a Video Campaign ConceptJerry Bader
  If you want to be cutting edge, the way to do it is with audio and video.
  Advertising, Copywriting, Creativity, Interactive Marketing, Marketing Tips, Taglines, Videos
• How to Hire a Marketing InnovatorGinny McGarrity
  So you're looking for an impresario of innovation, a doyenne of the different, a marketing maven. But how do you know if the person you're interviewing is really the Wizard ...
  Creativity, Management, Marketing Inspiration