What does your company have in common with a Hollywood studio? What can you learn from a Broadway show? A lot more than you might think. By: Vicki Powers Entertainment marketing may seem a lot sexier than, say, selling insurance or dishwashing detergent, but at heart it’s really the same process, with many of the [...]
Continue reading…Archive for August, 2008
Spreading the Floor
A building-materials manufacturer gets creative with its product samples and expands its market in the process By: Vicki Powers How do you move your company into a totally different market? It helps if you can identify the pain points of your new prospective buyers, and then graphically demonstrate how you can remove that pain. And [...]
Continue reading…Master Pieces
Some direct mail is so eye-catching, it borders on fine art. But does it generate business? By: Natalie Engler A year ago, Brea Olson, a marketing manager in Denver, received a direct mail postcard that caught her eye. Promoting an offer from online shoe retailer Piperlime, the card was designed to look like the green [...]
Continue reading…Demographics – A quick look at market segments that matter most
The Asian-American Market By: Vicki Powers Despite the tremendous upside to ethnic marketing, marketers have been rather slow to embrace it, perhaps viewing it as fraught with perils and pitfalls. But that’s starting to change. Even as they are making careful inroads into the Hispanic market, marketers are also turning their attention to Asian Americans. [...]
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