Posts Tagged ‘marketing effectiveness’

Just Because You Can, Doesn’t Mean You Should!

Tuesday, May 8th, 2018

There’s an old saying that has been used to describe exceptional salespeople: “They’re so good that they could sell ice cubes to Eskimos.” The point being that Eskimos, living in a cold climate, really don’t need ice cubes, and are likely an audience that is going to be tough to crack. But, great salespeople could crack them.

Our perspective: Why? (more…)

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Rebranding? Make It Pay!

Tuesday, March 22nd, 2016

Recently, we discussed the sincere contemplation and soul-seeking that should go into any decision to rebrand your business. Entrepreneur’s infographic “The 8 Must-Follow Rules for Rebranding Your Company” notes that competition and a changing audience are two primary reasons for rebranding, and points out some successes and failures among a few big-name brands.

So, even though we’ve covered this, it can’t be overstated: think long and hard about rebranding. Still want to rebrand? Ok, here’s how we suggest going about it. (more…)

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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…)

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