B-to-B marketing doesn’t have to be stuffy. In fact, as Mlicki often proves, the best efforts are sometimes those that produce a smile. Business-to-business campaigns are sometimes accused of taking themselves too seriously in their marketing pieces, pontificating about mission statements, intoning about the extraordinariness of product features or congratulating themselves for winning largely obscure [...]
Continue reading…Archive for April, 2009
Beat Rivals During the Recession
How second-tier brands can instill confidence even as the recession takes down industry leaders. In times like these, it’s difficult to give marketing advice to any brand, in any industry. And that task becomes even more difficult when we’re talking about brands that are not the established leaders in their markets. After all, in a [...]
Continue reading…The New Stone Age
One of the biggest environmental arguments against direct mail and other printed marketing pieces might be losing its bark — literally. In the past, critics have railed against the impact that direct mail and other printed pieces have on the world’s forests. Too many trees have died, critics contend, so that mailers, catalogs and other [...]
Continue reading…Market When Others Aren’t
Customized mailings help a New England car dealership nudge sales higher When customers walk into a Prime Motor Group auto dealership to check out its vehicles, they may not drive off with a new car — but they haven’t heard the last of the dealership’s pitch either. Rather, as part of an aggressive follow-up campaign, [...]
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