Search
 

Direct Marketing

Gianfagna Strategic Marketing / Blog  / Direct Marketing

Jantsch’s Consulting Spark Podcast Features Jean Gianfagna

Why is face-to-face contact so important when you’re trying to grow a business? And how does a background in copywriting and direct marketing give a marketing consultant a strategic advantage in content marketing and social media? These are just two of the topics agency president Jean Gianfagna recently discussed with well-known marketing consultant and author John Jantsch on the latest edition of his Consulting Spark podcast. Jantsch is a small business marketing expert. His firm, Duct Tape Marketing, partners with 125 marketing consulting firms and agencies in 14 countries to deliver marketing services...

View More

When Bad Data Happens to Good Direct Mail

Customer and prospect data drives direct mail marketing. Data that’s outdated, inaccurate, or poorly processed can turn a good direct mail campaign into a wasted opportunity. Here are two examples of excellent mailings that failed because smart marketers that are usually highly skilled users of the channel relied on the wrong data....

View More
Drip Business to Business Marketing | Gianfagna Strategic Marketing

How to Create a “Drip” Direct Marketing Campaign

"Drip" direct marketing can be a smart marketing strategy for business-to-business (B2B) marketers. Here’s why drip marketing works and how to create a drip direct marketing campaign, from Cleveland, Ohio marketing consultant and strategist Jean Gianfagna....

View More
Essential Marketing | Gianfagna Marketing Cleveland

5 New Rules and 5 Proven Principles for Marketing Success

In this new, technology-driven world of marketing, do the proven principles of marketing strategy still apply? Or are there new rules for marketing success? Here are five new marketing rules created by the enormous impact of technology plus five time-tested marketing principles -- and the reasons to consider both in a smart marketing strategy....

View More

The Best & Worst of Agent/Dealer Direct Mail: 2 Case Studies

Direct mail is a common marketing tactic for supporting dealers and agents who sell consumer products and services. Using geographically targeted data, the home office or corporate headquarters sends direct mail to prospects with content personalized to the local dealer or agent. When it works, it can be marketing dynamite. Effective agent/dealer campaigns generate leads from qualified buyers, drive retail traffic, and make the phones ring. When it fails, it can be a disaster. Campaigns that miss the mark irritate prospects, waste the marketer’s money, and wind up in the trash. Here are...

View More
Media Marketing Strategies | Smart Marketing Cleveland

Paid, Owned & Earned Media: Why Marketers Need All Three

The term “media” used to have a simple definition in marketing: "Media" were the paid advertising channels marketers used to deliver promotional messages to prospects. But today’s definition of "media" is decidedly different. If fact, there are three kinds of media that belong in a marketing plan: Paid, owned, and earned media. Here’s what "media" means today and why paid, owned, and earned media should be part of your smart marketing strategy. New Elements of a "Media" Plan When I studied advertising at Ohio University, my textbook defined a media plan as “the overall...

View More

B2B Marketing Strategy: 10 Goals that Belong in Every Plan

The most important step in developing a business-to-business marketing strategy is the first one: Setting your goals. Why are you investing in marketing? What do you want that investment to achieve for your business? For B2B marketers, the answer to these questions can be surprisingly straightforward. In fact, in my experience as a B2B marketing consultant, there are 10 critical goals that apply to almost every B2B marketing strategy, whether you’re selling manufactured products, professional services, or commodities. Here are the 10 goals that belong in a smart B2B marketing...

View More
Show Buttons
Hide Buttons