Your marketing budget is an investment, not an expense Forgive us, marketing friends, but we’d like a few moments with your CFO. It’s OK, we’ll wait while you go find him or her. Stuck in a budget meeting? Hmmm, well, maybe you could take a message: We just want to say that something about staring [...]
Continue reading…Archive for June, 2008
Marketing to Small Businesses
By: Frank S. Washington It’s no secret that big companies often don’t do well when making overtures to small businesses. In many instances, their outreach efforts fail not because big businesses don’t have anything worthwhile to offer but because major marketers aren’t very good at holding the attention of small entrepreneurs. But a recent, award-winning [...]
Continue reading…A Free Sample Can Boost Direct Mail Response
By: Paula Andruss When consumer products manufacturer Combe Inc. wanted to stimulate trial of its Just For Men hair color product, the White Plains, N.Y., company sought a cost-efficient way to deploy a free sample offer to convert potential customers into actual users. But reaching men who are predisposed to trying a hair color sample [...]
Continue reading…SAS: Boosting Brand Awareness
Executives from business software firm SAS tell how they fashioned a colorful campaign to distinguish their company from competitors. Play Video read the transcript [RTF] 1. Challenge: Standing Out SAS is one of the largest enterprise software providers anywhere, employing 10,000 workers in 200 offices worldwide and working with 90 percent of the companies in [...]
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