Marketers spend a lot of time and money creating messaging, tools, and training for salespeople. Unlike lead-generation campaigns and demand-management programs, where you can track impact on suspect, prospect, and customer activity, our “sales support” investments are much harder to measure. Read the rest of this entry »
Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that’s the case, why do so many customer success stories and case studies fall short?
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The Second Life tidal wave has finally crossed the Atlantic and is leaping on European shores. By and large, communication professionals are perplexed about whether they should surf the hype or not.
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Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique brand-differentiating content—should rethink their approach. Read the rest of this entry »
Since the last draftee reported for duty in December 1972, Uncle Sam has had to hustle to staff an all-volunteer armed force. In the case of the U.S. Army, that meant recruiting 80,000 new soldiers every year—essentially replacing more than the entire workforce of BellSouth every 12 months.
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How do you know if your site is search-engine friendly?
1. How do you know if your site is search-engine friendly?
If (1) all pages of your site are indexed by the search engine, (2) each page has a unique title and keyword focus, and (3) your site doesn’t use frames or Flash, then you’re probably on the right track. Read the rest of this entry »
Sandra Zoratti, vice-president of worldwide marketing of the soon-to-be-formed InfoPrint Solutions Company, a Ricoh/IBM joint venture, added interactive marketing to the InfoPrint Solutions Company marketing mix to multiply the reach of the sales force in pursuit of the coveted small and medium-sized business (SMB) market. Read the rest of this entry »
Soon it will be Mother’s Day, a day filled with fresh flowers, delicious dark chocolates, fancy fragrances, and gem-filled jewelry.
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This case study outlines how Annie’s Homegrown used grassroots marketing to propel itself from a home-based startup selling a commodity food item—packaged macaroni-and-cheese—in small mom-and-pop natural food stores to a business with products that are sold by supermarkets in all 50 states.
The keys to the success of Annie’s Homegrown?
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A competing online marketing company’s unorthodox approach to self-promotion got consultant Karl Long thinking about ways he could use his personal blog as a public relations tool to help his company, Local Zing.As a tiny Florida player in the field of advertising for small businesses, Long knew he should consider unconventional ways to promote his company. Taking his cue from the competitor, he launched a campaign that increased traffic on his blog more than 500%, raised his Google profile, and led to new business. Read the rest of this entry »
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