>From Direct Magazine: Shopping List, Best media options for B-to-B retention marketing. Ruth P. Stevens writes a comprehensive survey piece on the direct marketing options for the B-to-B Market. She details strengths and best uses for E-mail, webinars, Phone, RSS feeds, Mail, and Events. Stephens also suggests media to avoid for the B-to-B marketing including
>Radio’s Repositioning Lesson
> This year, radio advertising revenue fell behind Internet advertising, and the radio broadcasting industry has decided it has to do something. Their answer: marketing. On Thursday, the National Association of Broadcasters announced Radio 2020, an “unprecedented, comprehensive marketing campaign to reposition radio for a vibrant and successful future.” (note: see Wednesday’s lesson on B.S.)
Cut The B.S. in Your Marketing Materials
Freelance copywriter Andrea Goulet Ford of Write Ideas Marketing Blog has a noteworthy lesson about using superlatives in your marketing materials. I urge you to read it here: Cut the B.S. if you want your marketing to make an impact Using meaningless superlatives in marketing is so commonplace that you are probably doing it without
Marketing Multiplier #1 – Branding
Caution: Nerdy, math geeky marketing ahead. Previously, I’ve presented the formula for advertising ineffectiveness and suggested that advertising as a marketing tool by itself was virtually useless. That does not make advertising a lost cause because there are multipliers that can increase the effectiveness of your marketing efforts. In turn, you can begin to see
>Let’s Make a Deal on Advertising
>If you are going to be advertising, now is the time to strike a good deal. EMarketer reports that overall spending on advertising is down for the first half of 2007. TV, newspaper and radio have all taken a hit. This past week I had a radio station call me directly and told me they
Quote Spot – Word of Mouth
A collection of word-of-mouth quotes: “If it’s not worth talking about, it’s not worth doing.” Andy Sernovitz – Word of Mouth Marketing: How Smart Companies Get People Talking “Common sense is the enemy of sticky messages.” Chip Heath, Dan Heath – Made to Stick: Why Some Ideas Survive and Others Die “Word of mouth and
Why Advertising Alone is So Ineffective
Advertising success is about more than just how many people you reach and how many times you reach them. Bear with me as I present a formula that measures success. I will explain why it is important, and why small business marketing plans need to include more than just advertising. . Caution: Mathematics ahead.
Part Deux: Price vs. Perceived Value
A little more than a year ago a struggling local automotive repair shop asked me for a proposal to market their shop. They were charging $10 for an oil change (yep, $10), all their advertising (print) was focused on low prices, and they financed some of their repairs. They couldn’t understand why they were struggling
>Price vs. Perceived Value
>Tempted to lower the price on your product ot boost sales? Here is a great lesson from Kerry Bodine of Forrester Research on how Masterlock decided to increase the perceived value of their product rather than lower price. The lesson starts after the first 45 seconds of the video.
A Humorous Word of Mouth Example
This will get your weekend started with a couple of laughs. In Word of Mouth Marketing, Andy Sernovitz points out that word of mouth can have a huge mathematical impact on your business’ bottom line. In November of 2001 two men from Seattle showed up at 2am to the Doubletree Club in Houston to check