Creativity

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• Putting Spring in Your Ka-ching: 10 Direct Mail TipsSteve McNamara
  Every year Steve conducts a survey of his subscribers to identify ways that marketers are squeezing more sales out of their direct marketing. Here are some learnings from this year's ...
  Branding, Collaboration, Copywriting, Creativity, Direct Marketing, Targeting, Testimonials, Testing, Websites
• Humor in PR: Can You Hear Me Now?Kathy Klotz-Guest
  High-tech suffers from terminal seriousness. It's an insidious problem, and it means that most tech companies fail to take advantage of opportunities to stand out. Over 80 percent of everything ...
  Brand Awareness, Creativity, Press Releases, Public Relations, Writing
• The Worst Thing About Best PracticesMike McLaughlin
  Few "tools" are more widely abused these days than so-called best practices. It's no wonder that most banks, supermarkets, airlines, retailers and professional services firms look astonishingly similar--they've been busy ...
  Benchmarking, Creativity, Marketing Tips, Sales
• The Powers of Connectors in CopywritingSean D'Souza
  This article is a Five-Minute Communication Test: Do you have connectors? In precisely five minutes, you can find out for yourself if your copy on your Web site/brochure/sales letter etc., ...
  Copywriting, Creativity, Customer Engagement
• The Demise of the 4 Ps Has Been Greatly ExaggeratedPaul Barsch
  A recent book by a popular CRM expert declared the era of the 4 Ps effectively over. The author argues that product, promotion, price and place are no longer key ...
  Creativity, Customer Experience, Marketing Strategy, Positioning, Pricing
• Managing Your Marketing Career: Eliminating the F-WordWilliam Arruda
  When it comes to succeeding in today's competitive marketplace, the "fine" is just as vulgar and undesirable as the other four-letter word that begins with F. If your reputation is ...
  Career Management, Creativity, Marketing Inspiration
• Five Rules for Better Marketing PartnershipsRobbie Baxter
  Marketing partnerships can be one of the cheapest, fastest and easiest ways to grow your business and test new market opportunities. It can also be a black hole for resources. ...
  Collaboration, Creativity, Marketing Inspiration
• SWOT Team: Inventing BrandsHank Stroll
  This week, add your two pesos to the SWOT Team dilemma: When inventing brands, what works and what doesn't? Also this week, read your answers to last week's query: What approaches ...
  Creativity, Marketing Challenges, Targeting
• The Balanced Scorecard: Prelude to a Marketing DashboardPat LaPointe
  No matter how much we advocate the science of marketing, its art has not disappeared. Take the balanced scorecard, for instance. In the tradition of marketing creativity, a graphical document—the ...
  Creativity, Marketing Dashboards, Measurement, Metrics
• SWOT Team: The Best Marketing ToolsHank Stroll
  This week, add your two cents to the following dilemma: What can a business do to determine which marketing tools are best for a particular project? Also this week, read your ...
  Creativity, Marketing Budgets, Marketing Challenges, Press Kits
• Marketing as GuessworkMichael Fischler
  Of all the slams on marketing, one of the biggest is that it is, in a word, guesswork. That distinctly pejorative view of our shared business discipline is that it ...
  Creativity, Marketing Challenges, Marketing Inspiration
• Designing Brands With Women in MindAndrea Learned
  What do Target, iPod and Hoover have in common? These brands have learned how to catch a woman's eye. I know. Enough already about Target and iPod, you say! Still, ...
  Branding, Creativity, Customer Experience, Women, Word-of-Mouth
• Managing Your Marketing Career, Part 1: NetworkingWilliam Arruda
  More and more, we need to be connected to a network of resources for mutual benefit and growth. And although you need these contacts to support your success, the approach to ...
  Career Management, Creativity, Marketing Inspiration
• The Formula for Marketing HitsDan Herman
  From time to time, the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These marketing "hits" are products or services, entertainment locales or vacation spots, ...
  Brand Loyalty, Creativity, Measurement, Product Marketing, Word-of-Mouth
• Book Reviews: Free Prizes, a Playbook, Touchpoints and Thinking Pink (Not!)Jack Covert
  You want to keep up with your marketing reading. But there's so much out there that you don't where to start. Here are four of our favorites from '04. And these ...
  Creativity, Customer Acquisition, Customer Satisfaction, Marketing Inspiration, Women
• SWOT Team: To Blog or Not to Blog?Hank Stroll
  This week, add your two cents to the discussion: What should companies consider when deciding whether to launch a blog? What benefits do blogs offer? Also this week, read ...
  B2B Marketing, Corporate Blogging, Creativity, Marketing Challenges, Sales
• Logos: What Makes Them Work (Part 1 of 2)Jared McCarthy
  Developing a great logo is a strange mix of art, science, psychology and (in most cases) a good amount of luck. In this, the first of a two-part series, we'll ...
  Creativity, Logos, Marketing Tips
• Tradeshow Displays: What Makes Them WorkJared McCarthy
  Creating tradeshow displays is one of the toughest challenges that creative firms face. But if done right, they can be showstoppers. Here's why they are so tough—and what you can ...
  Creativity, Marketing Smarter, Tradeshows/Events
• Renewable Corporate Entrepreneurship: The Path to Sustainable GrowthDean Robb
  Collaboration, Creativity, Management
• Why Demonstration Compels Customers to BuySean D'Souza
  Copywriting, Creativity, Customer Behavior, Customer Engagement, Sales