If you’re a designer, there are going to be some days when you don’t feel like you can get the creative juices to flow.
As a media buyer and planner, it’s your job to figure out the best and most efficient way to make large media buys across all selected markets.
It’s been impossible to miss the storm of controversy in the tech field over Adobe Flash.
It takes grit to harness the power of persuasion and finesse to win someone over.
For many companies it’s a challenge to decide which advertising medium to use, especially in today’s tech-driven environment.
I won’t lie. I’ve seen it before – companies guilty of spending money on advertising and not setting goals or tracking their results. With the economy rolling downhill into the biggest tumbleweed of the century, what are they thinking? Plain and simple – they’re missing their call to action. So, think about it – do [...]
With many social media resources at today’s society’s fingertips, people are getting connected with others across the world with just one click. We all do it to maintain relationships, start new ones, catch up on old ones and probably the most important one in today’s economy – networking.
Just like brands, there are thousands of comedians. Also just like brands, a very privileged few achieve stardom. But the manner in which Kathy Griffin created her own brand identity to reach to top of the industry holds some lessons that can be learned by others.
Brands that don’t keep up with changes in the market fall behind. This is an obvious observation, yet one that you should say out loud to yourself, your R & D department, marketing department and any other relevant people in your company on a regular basis. Coming off of 2008 International CES…
You may be introducing a breakthrough product at your industry’s major trade show – a product that represents an industry and/or technological “first” destined to change the face of the industry. But be sure your advertising and marketing effectively positions your product so that its significance is clear, or…
Do you have the best possible database, and are you putting it to the most effective use? Technology – especially the Internet – has provided the greatest opportunity in history to acquire information about customers and potential customers, and fine-tune that information for an unprecedented level of accuracy in targeting your marketing…
In his bestselling book Blink, author Malcolm Gladwell examines the surprising ways in which the decision-making process operates. Blink deals with the part of the brain that runs our rapid decision-making system. Or, in the author’s words, the “system in which our brain reaches conclusions without immediately telling us that it’s reaching conclusions.”
In his bestselling book Blink, author Malcolm Gladwell examines the surprising ways in which the decision-making process operates. Blink deals with the part of the brain that runs our rapid decision-making system. Or, in the author’s words, the “system in which our brain reaches conclusions without immediately telling us that it’s reaching conclusions.”
Just as you bring to market exciting new products that inspire customers to buy, remember the importance of also providing them with exciting new collateral to generate enthusiasm while conveying the vital information about product features and specs. Because every corporate pocket folder package, brochure, handout and sell sheet represents a significant investment…
A compelling tagline is an essential element in establishing brand identity. Especially successful taglines (formerly known in the advertising trade as slogans) take on a life of their own and become part of popular culture.
Those who manufacture, sell and/or install 12-volt accessories have probably heard some segments of their target market referred to as “kids.” The next time you hear this word – or catch yourself about to say it – stop the speaker or stop yourself. If you use it to describe the people you’re trying to sell to, you’re doomed…
In this brave new world, getting your company’s message out should be an essential part of your multi-channel marketing efforts. For approximately one-third the cost of producing a traditional printed newsletter, your business can work with an agency specializing in interactive media to create and distribute a dynamic e-mail newsletter…
Style is more than a personal statement, it is an essential indication of how a business operates both externally and internally—and ultimately can be the beginning or end of its success. Be it traditional, retro or cutting-edge, the main thing style needs to be is consistent and true to the brand experience.
In a marketplace that’s growing increasingly competitive, doing all you can to ensure the success of a new product or product line your company plans to introduce is more important than ever. Conducting a focus group is an effective means of getting valuable feedback from consumers…
Businesses devote a good deal of their budget to advertising and marketing with the goal of reaching as many members as possible of their target demographic group. Now, one emerging philosophy claims that reaching select members of the desired demographic will result in “word of mouth” advertising…
Despite disparaging references to “junk mail,” direct mail is more popular than ever. Tracking results over a wide range of industries indicates that consumers and businesses alike respond positively to a well-targeted pitch that arrives via the United States Postal Service. Here are some tips on crafting a successful direct mail campaign…
“Work smarter, not harder,” is the new cliché. But when you consider that – according to the bestselling nonfiction book Everything Bad Is Good For You – consumers are becoming more intelligent, this direction may be the key to advertising success.
Now that you’re back from International CES, be sure you make the most of the connections you made at the booths and hospitality rooms. Following up effectively on new professional contacts can increase your business as well as raise your profile in the industry. Here are some tips on how to avoid the old adage, “out of sight, out of mind.”
Your company spends a great deal of time and money on trade shows, but do these investments pay off in increased business? Proper coordination from planning through follow-up will draw more traffic to your booth and seal the deal with new customers. Here are proven tips…
The age-old question, “What’s in a name?” takes on great importance when it’s time to bestow one upon a new product or brand. Although lovestruck Romeo concluded that a rose by any other name would smell as sweet, try convincing consumers that a subwoofer christened Whisper will make buildings crumble in its wake.
Consumer demand for good product design is driving the phenomenal success of Apple’s iPod, Target stores and even a wastebasket – namely, the Garbo, designed by Karim Rashid for Umbra. Manufacturers who ignore the importance of industrial design do so at their peril…
Exhibiting at a trade show represents a significant investment in time, effort and – of course – money. So it’s surprising to seasoned attendees how often exhibitors neglect to take some basic steps that will maximize their return…
You see it all the time at trade shows – two booths for two manufactures whose product lines, quality, target market and price points are similar. Yet Company A’s booth experiences a steady stream of current customers, hot prospects and members of the media, while Company B’s booth gets mainly well-wishers…
Your website may get plenty of hits, but do visitors stay long enough to absorb your company’s message before clicking to the next destination in the World Wide Web? Here’s how to increase its “sticky” power…
If you are a manufacturer reading this at the 2005 SEMA Show, welcome! There is plenty to see here – and even more than meets the eye.
From the strictly utilitarian to the hot new item that’s sure to be the top object of desire among consumers, every new product represents a carefully planned strategy to further the goals of the company that produces it through increased sales and/or market share…
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Much has been written lately about getting your customers and/or end-users to be
advocates for your brand – that is, generating enough excitement among members
of your target market so they spread the word of your greatness among their
friends by all available means. But what about you and your other team [...]
All too often, businesses and brands react to the success of a competitor with a “me, too” response that attempts to duplicate the strategy that made the positive difference. What actually happens instead is that the “me, too” brand/business winds up in a worse position than before because identifying the difference between it and the market leader becomes even more difficult…