AT&T Tries Every Trick in the Direct Mail Book for U-verse

Direct mail is a proven tactic for cross-selling products and services. But how much is too much cross-selling direct mail? Especially when it’s promoting the same product – over and over and over? AT&T is investing vast direct marketing resources to sell U-Verse to wireless customers. Here’s a profile of AT&T’s very aggressive cross-sell direct mail campaign and four lessons for your smart marketing strategy.

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Targeted Marketing Gone Wrong: No, I Didn’t Just Have a Baby

Shutterfly.com made a big mistake with an email campaign. It’s a classic reminder of the most fundamental rule of effective direct marketing: It’s all about the list. Here are some tips from Shutterfly’s example for your smart marketing strategy.

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Is This Time Warner Cable Ad the Worst Ad on TV?

Why Time Warner Cable’s “Something Old” ad may be the worst ad on television and a prime example of what NOT to do in a smart marketing strategy, from Cleveland, Ohio marketing consultant Jean Gianfagna.

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B2B Marketing Strategy: 7 Ways to Sell to Influencers

One of the trickiest aspects of business-to-business marketing is selling to influencers – people who are not end-users of a product or service but whose opinions influence the purchasing decision. Here are seven tips for marketing and selling to influencers in a smart B2B marketing strategy.

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6 Reasons to Use Your Own Name in Your Company’s Branding

Building your company’s brand around your name can be a smart marketing strategy, especially for professional services companies. Here are six reasons why it’s smart to name your company after yourself, three ways it can be problematic, and some tips for branding success.

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Anatomy of a Smart Direct Mail Letter: 7 Copywriting Tips

How a life insurance direct mail package uses 7 classic direct mail copywriting tactics to produce a smart, effective direct mail letter.

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Is That Super Bowl Ad a Smart Marketing Strategy?

The Super Bowl is the most-watched event on live television. Marketers spend millions to buy 30-second ads.

But many of those ads will fail. How can you tell if a Super Bowl ad is a smart marketing strategy? Here’s an encore post about to evaluate the marketing effectiveness of Super Bowl advertising from my viewpoint as a marketing consultant. I’ll be tweeting comments throughout the game; follow me on Twitter: @jeangianfagna

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Content Marketing Expert Joe Pulizzi Shares Strategy Tips

Content marketing is essential to every smart marketing strategy. But what exactly is content marketing? And how do you do it right?

The world’s expert on content marketing is right here in Cleveland: Joe Pulizzi, founder of the Content Marketing Institute, publisher of Chief Content Officer, noted author of a new book, and the genius behind Content Marketing World, the biggest global conference for content marketing practitioners.

Pulizzi shared tangible steps to take in 2014 with content marketing at a recent meeting of the American Advertising Federation-Cleveland. Here’s what he had to say – and what it means for smart marketers.

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Mocking or Mean? When Ads Go Too Far to Be Funny

One of the most common creative approaches in advertising is making fun of someone or something.

When it’s on point, an ad that mocks can engage and entertain. But when it goes too far, it feels mean, casting the marketer in a bad light and unsettling the audience.

How do you know when funny goes too far in advertising? Here are five tips for developing a creative approach for your smart marketing strategy that mocks without being mean.

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New Report: How to Use White Papers to Market Your Business

White papers can be a powerful tool in a smart business-to-business marketing strategy, especially for marketers of professional business services. But how do you develop a great white paper? And how should you use white papers in a marketing plan? Gianfagna Strategic Marketing has just published a comprehensive, free guide to using white papers in B2B marketing. Our report explains why white papers are so effective in establishing credibility, the steps of creating a high-impact white paper, and how to maximize the value of white papers in your B2B marketing plan.

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