Archive for the ‘Promotions’ Category

The Importance of Aligning Marketing and Sales

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…)

Methods of Measurement: Don’t Cop Out When It Comes to Measuring Communication Impact

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…)

Leveraging Digital Loyalty Programs

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?

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Think Before You Give That Next Customer Discount

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…)

Challenges on the Horizon for Marketers in 2014

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…)

The Big Benefits of Traditional Direct Mail

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…)

The Reports of the Death of Direct Mail Are Greatly Exaggerated

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…)

Crisis: It Can Happen to Anyone. Take Burger King, For Example!

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…)

Introduction to FourSquare

Tuesday, January 22nd, 2013

In the generation of the iPhone, Apple users are always looking for new, interesting, and most importantly, free apps to explore. Joining the popular Facebook, Twitter, and Instagram is Foursquare, a check-in app and website that makes the most of where you go. FourSquare, like many social media options is “fun,” but it’s also a practical option for businesses hoping to connect with various audiences. (more…)