Quit Pitting Digital against Print – Cross Pollination is the Only Win-Win
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Quit Pitting Digital against Print – Cross Pollination is the Only Win-Win

No customer wants to hear all messages via email; via direct mail; via social; via traditional media. You get the gist. Today’s preferred channels for communication have created new consumer behaviors. And consumers prefer different channels of communication depending on personal preferences. This means to effectively communicate one-on-one with any customer you need print plus digital...

Has Your Ad Agency Made These 5 Shifts to Stay with the Times?
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Has Your Ad Agency Made These 5 Shifts to Stay with the Times?

  During the Mad Men era of advertising in the 60s, an agency wouldn’t work on an account that didn’t have several million dollars in mass media spending power. Then in the 90s, an agency wouldn’t work with a client that didn’t have huge budgets to build out an integrated marketing plan that included many...

Can You Recover from Major Marketing Gaffes?
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Can You Recover from Major Marketing Gaffes?

Political gaffes follow a candidate from one campaign to the next. The campaigns of Romney, Biden, Clinton, Quail and Bush all confirm this. Remember Bush’s premature use of the phrase “Mission Accomplished”, Quail’s misspelling of “potato?” or even Clinton’s more famous situation that isn’t appropriate for this posting. A misspoken word or an entire scandal can take...

Everything You Wished You Knew Before You Built Your CRM Database
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Everything You Wished You Knew Before You Built Your CRM Database

Business databases have moved beyond name, address, city, state and zip. Today’s savvy customer relationship management gurus capture purchase history, lifestyle, lifecycle, and lifespan info that enables them to engage, re-engage, and even dis-engage (that’s a fancy word for fire) customers when necessary. Customer information that goes deep and reveals the lifetime value of that...

Study Confirms Direct Mail and Email Remain Preferred Channels
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Study Confirms Direct Mail and Email Remain Preferred Channels

Social and mobile media are fast, popular and fairly inexpensive marketing channels, but your customers say they’re not keen on receiving marketing messages via these channels, according to the latest Marketing-GAP report by UK’s fast-MAP. Results from study reveal why receiving “properly executed” direct mail still brings smiles to recipients and results to your company. According...

Marketing Management & Execution Solutions: So What Do You Call Them?
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Marketing Management & Execution Solutions: So What Do You Call Them?

Marketing Asset Management. Print Automation. Marketing Automation. Communications Portals. Distributed Marketing. Web-To-Print. Confused yet? Wouldn’t it be nice if everything fit in a nice, neat package that is easy to understand and explain?  In the world of marketing communications management, many people would think the above terms all mean the same thing.  I actually think...

Posted by July 26, 2012February 8, 2021
Think Like a Great Architect to Design that Historic Campaign
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Think Like a Great Architect to Design that Historic Campaign

Marketers wear many hats to design campaigns that earn loyalty, likes, sales, or donations. To start your next project with a zero-based obstacle point of view, think like a great architect. How would Le Corbusier design the rollout? How would Karl Rove remove the competition from the campaign, and how would Julia Morgan (first woman licensed to...

Posted by July 17, 2012February 8, 2021
Like Humpty Dumpty You Can Crack Open Your Campaign with Split Tests
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Like Humpty Dumpty You Can Crack Open Your Campaign with Split Tests

Testing one, two. Simply running an a/b split with all your marketing campaigns can pay dividends in the end. It’s as elementary as a nursery rhyme. To run a split test, you create two or more messages (either with different content or just a different subject line) and send the messages to randomized, equal portions of the...

Posted by May 30, 2012January 18, 2018
I’m Just Happy to Make a Contribution
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I’m Just Happy to Make a Contribution

In the 1988 baseball movie Bull Durham, Crash (Kevin Costner) mentors Nuke (Tim Robbins) about what clichés to recite to the media after a big win. Though not the brightest bull in the pin, Nuke, executes beautifully upon pitching his first no-run win in the majors by saying, “I’m just happy to make a contribution and...

Posted by March 13, 2012May 29, 2019
Ring in the New Year by Conducting a Marketing Audit
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Ring in the New Year by Conducting a Marketing Audit

Over lunch my friend described the duress his associates were going through because of a switch from a fixed- to zero-based budgeting. In essence, department heads could no longer use last year’s budget adjusted for inflation. They instead had to cost justify each expenditure line item by line item. These are the signs of tighter times...

Posted by December 27, 2011May 29, 2019