Polycom invented technology that stifled the “buzz” that results from radio waves interfering with speakers in its conference phones. Polycom needed to generate awareness of this technology and encourage prospects to upgrade. We embedded a light-sensitive sound chip in a box. When prospects opened it, the buzz blasted them. A …

We invited people to experience exactly what we do … literally. Our recipients received a hotel key card and a napkin from our faux hotel, Crescent Bluffs. On the napkin we scrawled “Let’s meet. www.AcceptTheInvitation.com/FirstName”. Lots of people did, resulting in double-digit response rates and loads of interest. Visit …

MLT Creative launched a campaign to attract, engage and convert new clients. Eight interactive mailers were sent to marketing directors to demonstrate our capabilities. The “Need a Lift?” theme alluded to our belief that, in this economy, marketers need optimism, perseverance and a plan more than ever. From paper airplanes …

Savvi Formalwear, a marketing cooperative of 35 independent formal wear retailers, wanted to connect with bridal prospects while maintaining the members’ branding and regional flair. The solution: SavviOne, which delivers uniquely branded direct mail, e-mail and personalized landing pages. Among the key elements are image personalization, variable coupon offers and …

To promote its new Medical Micro Molding Capability to a targeted audience of tradeshow attendees, SMC Ltd. used a “More than Meets the Eye” approach. To demonstrate how small it can mold parts, SMC printed its mailer in tiny type and enclosed a magnifier so that recipients could read it …

Why businesses need to think beyond the logo and tagline

By: Steve Cuno

Re-brands are fashionable these days.

No, that’s not quite correct. What’s fashionable is reworking the logo and tagline and calling the result a re-brand.
When will marketers learn?

Your brand isn’t what you say. It’s what your …