Fragmentations, Extensions, Subs and Spin-Offs -
Brand Yoga Can Save Your Business
A Company\'s brand is one of its largest, most important assets, one that takes years to develop, one that must be nurtured, massaged, cultured and maintained.
For broad-based product and service companies, sometimes putting your brand through some yoga-like exercises can lead to tighter targeting,...
Everybody likes something for nothing, but most business people have become spoiled by attending meetings and conferences on the company\'s dime. Well, based on current economic conditions, some of your members\' companies may have precious few dimes to spare for sending their employees to meetings, even though they will be the first to admit the value is there and that they support training...
By its very nature, direct mail promotions are designed to be one-to-one communication vehicles. As marketers, we are all aware of this in the back of our minds, but in practice, sometimes the "direct" portion drops off the map, and we end up producing unplaced promotional brand ads in an envelope. If you want o see the best returns possible from your direct mail program, make sure the "Direct"...
Every direct marketer has faced the challenge of getting past all the gatekeepers, and grabbing the attention of top executives, each of whom receives over 8,000 messages daily.
Based on our research, the best approach seems to be the following: a series of small hits designed to introduce brand and build recognition, and then an intriguing package, large enough to stand out, unusual enough...
Want to boost response in your B-to-B mailings? Need to break into new markets, find a new application for an existing product to a new audience? Need to reach out to hard-to-get-at executives and get their attention? Need to increase your response rate to the tune of 300% while increasing ROI?
The answers might be found with one of your vendors, but it's not your list broker, your printer,...
In an ideal world, marketing activity would be self supporting, always pay back multi-fold what it costs to execute, and be effective in reaching every potential buyer in the appropriate sector all the time. But in the world where the sky is blue, marketing activities are driven by several factors, including perceptions of the company and the head marketer there, economic forces that drive...
The term "Branding" has been in use in American marketing vernacular since the 1800s, first being used for cattle in the west to identify members of the herd belonging to a single owner, but branching out to consumer goods shortly thereafter, one of the first of which was used to identify beer served at certain pubs, with a small symbol on the door that was also used on the beer's label.
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The visibility, awareness and effectiveness of your organization's brand directly impact your ability to recruit and retain members. If your organization isn't the first thing member prospects think of when they turn to industry issues, there's work to be done.
But where to start?
As popular wisdom has it, knowing and admitting you have a problem puts you half way to solving it. In this...
In Part One, we discussed using in-depth member survey work to boost the visibility, awareness and effectiveness of your organization's brand, and how it can directly impact your ability to recruit and retain members. If your organization isn't the first thing member prospects think of when they turn to industry issues, there's work to be done.
Your survey may provide mixed results that...
