Targeting

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• A Nation of Dog Lovers: Reaching Out to Pet OwnersLisa Johnson
  Pets are the new people. We've all seen celebrities prancing around with tiny dogs in tutus, or we've read a magazine spread featuring actors and their four-legged companions. Pets are ...
  Advertising, Branding, Social Networking, Targeting
• Customer Acquisition: Improving Subscription RatesHelen Ching
  Customer acquisition directly contributes to your bottom line. Use the following five strategies to help you improve subscriptions to your content—print or online.
  CAN-SPAM, Customer Acquisition, Customer Experience, Email Hygiene, Email Lists, Permission Email Marketing, Surveys, Targeting
• Turning an Ordinary Event Into Business TheaterJ. Brent Frost
  The truth is that most company interactions with customers take place via phone or email, so a single event may be your one critical shot. It may determine 99% of ...
  Branding, Logos, Marketing Tips, Public Speaking, Targeting, Thought Leadership, Tradeshows/Events
• Who Comes First: Good to Great MarketingPaul Barsch
  Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts. But the truth is that great marketing starts with the "who." It starts with ...
  Chief Marketing Officer, Customer Engagement, Marketing Budgets, Measurement, Segmentation, Targeting
• Curated Relevance: Sometimes, Less Is MoreAndrea Learned
  Are all the consumer options available today actually serving customers better, or does the exhaustive selection overwhelm (and ultimately discourage) potential buyers? What if all the great new products and ...
  Brand Positioning, Customer Experience, Targeting, Women
• Steps to Writing Sales Literature That SellsStephanie Janard
  Despite this age of information overload, buyers still need information to help them make the right choices. By incorporating some of these tips, you and your marketing staff can produce ...
  Customer Advisory Programs, Print Collateral, Targeting, Word-of-Mouth, Writing
• How to Talk to Creative People About BrandingSteve McNamara
  It helps to define what "branding" is. Start here: A brand is like a person. And like a person, brands have relationships, and these relationships evolve, for better or worse, ...
  Branding, Collaboration, Copywriting, Creativity, Customer Relationships, Logos, Targeting
• Convergence: It's Becoming a Brave New WorldRobbie Baxter
  Imagine a world where video, photography, text and music are all available from any device that can connect to the Internet at any time. Whether you're using your computer, iPod, ...
  Advertising, Blogging, Brand Awareness, Interactive Marketing, Mobile Marketing, Targeting, Videos
• Creating a Real Urban BuzzKarl Moore, Laura Mingail
  Buzz, the love child of strategic marketing and public relations, has been key in establishing street credibility for brands targeting the billion-dollar urban lifestyle market worldwide. This market is not ...
  Branding, Creativity, Targeting, Word-of-Mouth
• 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
• Targeting People of Caribbean Heritage: 4 Common ErrorsX Murphy
  People of Caribbean heritage remain a large and diverse market. Marketers who ignore them are missing on the opportunities to showcase their products and services to a fast-growing segment with ...
  Advertising, Marketing Tips, Segmentation, Sponsorship, Targeting
• Are White Papers Just for Technical Marketers?Barbara Bix
  If your company sells complex products or services, you may want to take a page from the high-tech marketers' book. Continue to use conventional collateral to differentiate your solution and ...
  Collaboration, High-Tech Marketing, Lead Generation, Lead Nurturing, Targeting, White Papers, Writing Whitepapers
• The Press Release is Dead (Will Somebody Please Tell the Clients?)Sally Saville Hodge
  In competing for a piece of business not too long ago, the author's public relations firm was asked to supply three samples -- of recent clips, bylined articles, and press ...
  Personalization, Positioning, Press Releases, Public Relations, Targeting
• Pay Per Click 101: Google AdWordsPeter Majarich
  Most people's concept of advertising is limited to the (sometimes woeful) ads they see on TV, or the billboards they drive past. Seeing these, they automatically assume that effective advertising ...
  Copywriting, Google, Keywords, Landing Pages, Local Marketing, PPC Campaigns, Targeting, Testing
• Marketing Challenge: Three Sure Ways to Reach TeensHank Stroll
  This week, read your answers to a previous dilemma: What are the most effective ways to launch a Web site for teens who have little spending money? Also this week, ...
  Interactive Marketing, Marketing Challenges, Targeting, Website Design, Websites, Word-of-Mouth
• Marketing Challenge: Four Low-Cost Ways to Create a Household NameHank Stroll
  This week, our regularly featured "SWOT Team" column gets a new name as it becomes the weekly "Marketing Challenge" column. In it, a reader asks: How do I ...
  Brand Awareness, Marketing Challenges, Nonprofits, Press Releases, Targeting, Word-of-Mouth
• Test Your Customer IQBarbara Bix
  It will come as no surprise that customers want it their way (to paraphrase Burger King). Yet many companies don't have processes for figuring out what that means. Take this ...
  Customer Acquisition, Marketing Smarter, Targeting
• Practical (and Cheap) Usability TestingChris Nagele
  Usability testing may not be considered a mandatory stage in the design process, but without it you are releasing the product blindly. Contrary to popular opinion, you don't ...
  Personas, Targeting, Testing, Website Design, Websites
• Secrets to Closing the SaleBarbara Bix
  There are many reasons for not closing a sale. In today's climate of information and work overload, an increasingly common reason is that prospects don't think of you when they ...
  Customer Engagement, Email Marketing, Sales, Surveys, Targeting
• How to Formulate Marketing MessagesRoger Cauvin
  Don't choose marketing messages based on whim or personal preference. Educate the product team about the three approaches to formulating messages. Work to identify and hone the messages. You'll find that ...
  Marketing Tips, Positioning, Product Marketing, Surveys, Targeting