What’s your brand stand for? We’re guessing you probably work a lot on that one, don’t you? You and your marketing team spend hours crashing through strategy documents, pulling out nuggets of customer insights, determining differentiators in the industry and understanding what it is that makes your corporation unique. And in the end, you have [...]
Continue reading…Archive for December, 2009
Will They Buy It?
Figuring out which channel motivated a sale can help you predict future purchase patterns. From postcards to paid search, most brands use 10 to 20 microchannels to reach customers. So determining which ones are working and which aren’t has become more critical — and difficult — for marketers than ever. But there’s something that compounds [...]
Continue reading…Going Deep
A highly targeted, baseball-themed-mailer helps communications giant Sprint score with C-level decision makers. Selling wireless services with baseball may seem a little odd, but Sprint’s business-to-business marketers know that its efforts to reach C-level enterprise decision makers often need to take a different approach. So when the industry marketing team saw agency Euro RSCG’s idea [...]
Continue reading…Why Clients Get the Work They Deserve
If you’re a marketing-agency client, you’ve likely heard the axiom “Clients get the advertising they deserve.” If you haven’t heard this, either you don’t get out much, or creative people mind their tongues when you’re around — although only someone who doesn’t get out much would even entertain the latter possibility. The axiom about clients [...]
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