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[2003-05-30] 11 Ways to Maximize Your Agency’s Value
You've gone through a long, time-consuming search to find the right agency. You invested hours in talking to colleagues in other companies, pouring through credentials, interviewing agency principals, weighing proposals and chemistry.
[2003-05-28] Are You Trying Too Hard To Measure Ad Effectiveness?
Even the most hardnosed bean counter will agree that marketing and advertising are essential to business success.
[2003-05-23] The Five Key Elements Of B2B Branding
Lately, I have come across a number of articles and colleagues pronouncing the demise of B2B branding. I would like to offer a different viewpoint: B2B branding is not obsolete. At the same time, it has to be redefined to fit the context of B2B today.
[2003-05-12] Internet Marketing Strategies -- Purchasing Advertising
If free advertising ventures aren't providing you with the
response that you had hoped for, maybe it's time to
consider purchasing some advertising.
[2003-05-08] Generating Publicity: Will The Media Be Interested In My Product/Business?
When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.
[2003-05-01] How to Get Famous Fast
Walter Winchell was the most influential newspaper columnist of the 1930s and 1940s, a time when newspapers were the most powerful media in the world.
[2003-05-01] Selling the Value Proposition
Pricing your product or service is one of the thorniest marketing decisions you will make. Typically, you will consider the costs of producing and providing that product or service, distribution, advertising, and the competitive environment. And, of course, profit. Maybe there's a little wiggle room to make more or less profit and still stay in business. And then you hold your breath and hope the market finds your pricing acceptable, and hope the competition doesn't blindside you with an aggressive pricing strategy. There doesn't have to be such angst.
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