Product Marketing Product marketing is a more traditional way to look at marketing. Typically it encompasses the first four Ps of the marketing mix: product, price, place, and promotion. I’ve heard it said that’s laughably vague, but when you consider everything necessary to market a product, vague may be necessary to encompass all aspects of […]
Insight + Expertise = Results
Insight + Expertise = Results
Tag: marketing strategy
Relationship Marketing Has Gone Mainstream
If you aren’t relationship marketing, you’re missing out. Sure you need to generate your leads and bring in new customers, but it’s much more cost-effective to keep the customers you have. Relationship marketing is all about that. Relationship marketing strategy should be designed to inspire customer loyalty, engage the customer, and promote interaction. The Cross-Functional […]
Choosing Your Cause Partner – The Four Pillar Approach
A lot of companies make the move into cause marketing by simply looking for an organization that’s a good match for them. Joe Waters, one of the authors of Cause Marketing for Dummies, calls that the Garanimals approach. You remember those? Choose the same animal on each item of clothing and they should match. That’s […]
Google AdWords Bidding Basics
So…you’ve heard about this “new” thing – Google AdWords. It sounds pretty exciting. It sounds like you get a lot of bang for your buck. Your ad shows up on the page that is returning pertinent search results. An ad can show up anywhere on any of the pages returned. The more you are willing […]
2012 Marketing Trends: Strategy and Practice
Let me first say that “no, you didn’t miss a post”. I’ve been working on my budget so my mind has been very much in 2012 instead of in the present where it belongs. As a result, I got to thinking about upcoming trends instead of leadership, so you get a trends post instead. I’m […]
Push vs. Pull Marketing
There are a variety of marketing strategies available for you to implement but all of them fall within two categories. They are either push or pull marketing. I actually had someone say, recently, that push marketing is dead due to the surge in media marketing. I don’t think they’ve turned their TV on recently. In […]
Marketing Metrics and Analytics: Defining, Using, and the Results
If you spend any time in the marketing field at all, you’ll hear these words bandied about: analytics and metrics. They’re used in reference to marketing of all forms from print, to audio/visual to interactive. I’ve discovered that a lot of people in the field don’t really know the difference or how to truly use […]
QR Codes: What the Heck?
You’ve seen them. You might not know what they do, or what they can be used for, but you’ve seen them. They’re invading magazine ads, trade show booths, POP displays, maps and any number of other locations. They’re those little black and white (usually) pixel boxes that tease you into wondering what the heck is […]
Using Social Media
This morning I caught up on the fiasco that is ChapStick’s response to negative comments posted on their Facebook page. Apparently they didn’t have any steps in place, other than “delete them,” to handle negative commentary – a large hole in their social media strategy. There is a way to handle negative posts but ignoring […]
Developing a Social Media Strategy
The brand tenets of the past such as control and predictability are no longer valid. Ever-increasing consumer power driven by social media and wireless technologies is having a significant impact on brand effectiveness and staying power. Consumers, more than ever before, are key drivers for brand strategy. We, as brand managers, need to understand how […]