A Branding Blunder Averted: Ohio Almost Makes a Classic Marketing Mistake
The state of Ohio has been saved from a big branding blunder by the bad economy. Every one of the 11,944,527 cars licensed in the state carries two mini-billboard ads for Ohio: the front and back license plates. The new “Beautiful Ohio” plate was set to become the standard plate in 2009, but state officials shelved the plan after deciding that Ohio drivers might object to paying an extra $2.50... [Read more]
Should Your Company Be on Facebook? 5 Factors to Consider
With hundreds of millions of users, Facebook is by far the dominant social media platform. Marketers everywhere are making Facebook part of their marketing strategy and many have jumped in with both feet. Advertising Age reports that even marketing giant Procter & Gamble, which initially dismissed Facebook as a fad, has decided that every one of its brands now needs to offer consumers a meaningful... [Read more]
5 Ways to Use Data to Create Compelling Direct Mail
Savvy direct marketers are using data and digital printing technology to develop engaging creative approaches and compelling direct mail campaigns that are almost fully customized to the individual recipient. The result is more relevant direct mail and stronger customer relationships. Chances are, you’re already capturing transaction data and contact information every time your customer makes a purchase.... [Read more]
Where Branding Matters Most: At the Human Level
There are many elements that make up a branding strategy, but the most important is how the people of a company exemplify the brand when they interact with customers. It’s branding at the human level – and it’s the pivotal point where many brand promises fall apart. Think about the last time you had a bad customer service experience. A negative encounter with a human being who works at a company... [Read more]
Why Customer Data is Essential for Effective Marketing – Especially to Your Customers
I’ve long been a practitioner of data-driven marketing, where you use the insights gleaned from analyzing your customer data to develop future marketing initiatives. One of the most powerful applications of data-driven marketing is targeting specific individuals with direct mail and e-mail campaigns based on their previous relationship with you or their similarity to your best customers. Marketers... [Read more]
