Archive for the ‘Promotions’ Category
Tuesday, August 16th, 2022
Many of you have probably been at goal-setting seminars or workshops where the leader will pose a question like: “Would you like to make more money?,” and, of course, everybody nods or raises their hand. Then the leader will approach a workshop participant and (more…)
Tags: forecasting, market analysis, marketing budget, marketing planning, marketing plans, projecting sales, sales projections, strategic marketing, Strategic Planning
Posted in Marketing and Branding, Promotions | No Comments »
Thursday, November 11th, 2021
There is often tension between marketing and sales in many organizations. But why? Shouldn’t these two functions be closely aligned to most effectively achieve the revenue and ROI goals of the organization? What causes this tension, why is alignment important, and what steps can you take to bring these two important organizational functions closer together? (more…)
Tags: Business development, coordinating sales and marketing, effective sales, Marketing, marketing sales, Sales, sales and marketing
Posted in Business Development, Marketing and Branding, Promotions | No Comments »
Tuesday, March 1st, 2016
It’s hard to imagine which position would be worse: the small business owner agonizing about the wisdom of spending money on a new marketing campaign with seemingly vague and uncertain results, or the marketing manager struggling to find a way to demonstrate the financial value of her efforts to her boss. Marketing has traditionally been notorious as an expense for which the ROI is hard to measure. And according to a McKinsey & Company study on marketing measurement, (more…)
Tags: content marketing effectiveness, generating marketing results, generating PR results, marketing effectiveness, measuring marketing effectiveness, measuring marketing results, measuring PR effectiveness, PR effectiveness
Posted in Analytics, Content Marketing, Internet Marketing, Marketing and Branding, Marketing Measurement, PR and Media Relations, Promotions | No Comments »
Saturday, March 21st, 2015
Rewards programs are a commonly used practice by certain types of businesses. Airlines offer frequent flyer miles, while Starbucks offers free coffee after a certain number of purchases. There are many other examples of these programs, but what does it take to really make these programs take off?
(more…)
Tags: content management, content marketing, Customer Communication, discounts, premiums, rewards programs
Posted in Content Marketing, Marketing Communication, Promotions | No Comments »
Thursday, January 29th, 2015
A few years ago I was lamenting my cable bill with a friend who told me she had recently told her cable company she wanted to cancel her service because, based on how little she watched TV, she couldn’t justify the monthly fee. Rather than lose a customer, the cable company offered a steep discount. I’ve heard of others who have used the same strategy successfully.
I recently came across a Harvard Business Review piece called “The Downside of Discounts,” which reminded me of these cable company discounts. (more…)
Tags: Customer Communication, customer discounts, Customer Service, Harvard Business Review, marketing strategy, offering discounts, Pricing, pricing strategy, Sales
Posted in Client Relations, Marketing and Branding, Marketing Communication, Promotions | No Comments »
Thursday, December 5th, 2013
As 2014 rapidly approaches (I can’t believe how rapidly it’s approaching…) businesses are looking ahead to the New Year and thinking of the challenges and opportunities they will face. We recently responded to a reporter’s inquiry about marketing challenges lying ahead in 2014. Here’s our perspective:
There are two key challenges that businesses are likely to face in 2014 from a marketing standpoint: one is evergreen, the other is continuing to emerge: (more…)
Tags: 2014, Advertising, effective marketing, Marketing, marketing measurement, New Year's resolutions
Posted in Marketing and Branding, Marketing Communication, Promotions, Strategic Communications | No Comments »
Thursday, March 7th, 2013
Despite the fact that the United States Postal Service (USPS) is struggling and about to cut back on their delivery, there are some (including me) that believe that traditional direct mail still holds benefits for both marketers and consumers. In an increasingly cluttered email environment, after all, marketers will be challenged to come up with new ways to “capture eyeballs.” Traditional direct mail may hold some opportunities for a number of reasons: (more…)
Tags: Advertising, direct mail, direct mail marketing, Direct Marketing, email marketing, Marketing, snail mail
Posted in Marketing and Branding, Marketing Communication, Promotions | No Comments »
Thursday, February 28th, 2013
A couple of years ago I proposed a book update to one of my publishers. I had written a book on direct mail marketing back in 1992 and, obviously, things have changed quite a bit since then. Not surprisingly, as I began my research, I discovered that the direct mail landscape had changed quite a big to accommodate–and capitalize on–new media. I found that my personal belief that traditional direct mail might be seeing somewhat of a resurgence was right on. Effective marketers were beginning to seize upon the ability to communicate in a less-cluttered space. For example: (more…)
Tags: Advertising, Direct Marketing, email marketing, online marketing, snail mail
Posted in Marketing and Branding, Marketing Communication, Promotions | No Comments »
Monday, February 18th, 2013
Contributed by Rachel Vick
We saw a prime example today of the need for big brand crisis communication. That’s right; Burger King was hacked on Twitter earlier this morning. Nothing like an Internet hacking to threaten a company’s reputation and put them directly in the spotlight!
Burger King’s hackers tweeted around 11:00 am that Burger King had been sold to McDonald’s. Burger King’s Twitter profile was also changed, including the profile photo (which was changed to the McDonald’s logo) and company information, which stated: “Just got sold to McDonald’s because the whopper flopped.”
The hackers continued to tweet for about an hour with obscene statements and false accusations, such as (more…)
Tags: Advertising, Brand Management, burger king, Community Relations, crisis, crisis communication, crisis management, Customer Communication, hacked, Marketing, password, plan, Social Media, Strategy, twitter
Posted in Internet Marketing, Marketing and Branding, Media Relations/PR, PR and Media Relations, Promotions, Web Sites | No Comments »
Friday, January 25th, 2013
“Creativity has been and always will be at the heart of our brands. It fuels our business – with consumers, customers, fans, agencies and partners all over the world,” says Joseph Tripodi, Executive VP, CMO and CCO of The Coca-Cola Company.
Branding Magazine as well as other companies and people around the world consider Coca-Cola as one of the most recognized brands. In addition to ensuring a high quality product and positive consumer experiences across multiple touch points, every year, Coca-Cola spends billions of dollars on creative, hilarious, and inspiring advertisements. Branding, as we’ve discussed extends far beyond the logo and company colors. However, those elements are key in connecting with consumers over time and keeping your name front and center–and recognized!
Coca-Cola’s simple, colorful design, has done just that. It’s proven to be extremely effective in making connections with consumers to market the company, and its products, literally around the world.
So how do you cement your brand in the minds of your market as Coca-Cola has? Follow these three C’s. (more…)
Tags: ad campaign, Advertising, brand consistency, Brand Management, branding, creative, logo, Marketing, online
Posted in Marketing and Branding, Marketing Research, Promotions, Strategic Communications | 2 Comments »
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