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Gianfagna Strategic Marketing / Blog  / Marketing Campaigns (Page 11)

6 Degrees of Marketing Strategy: Lessons from Kevin Bacon

The new TV ad for Logitech starring Kevin Bacon as a fan obsessed with Kevin Bacon is brilliantly creative advertising. It’s also a big hit on YouTube with more than 750,000 views. But is it good marketing? And is building an elaborate creative concept around a star – and giving your product less than 15 seconds of airtime in a 60-second spot – a smart marketing strategy? For all its creative cleverness, this new ad campaign succeeds in one way but fails in another. Here’s why the Kevin Bacon spot works,...

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11 Predictions for 2011: Marketing Agency Execs Look Ahead

What’s ahead for marketing agencies and the marketing communications industry in 2011, especially in Northeast Ohio? The top executives of three successful Cleveland marketing agencies gazed into their crystal balls to forecast the future at the Northeast Ohio Communications Advocates (NOCA) Forum at the Cleveland Plain Dealer. Here are 11 predictions these leaders shared for the year ahead, and insights for your own smart marketing strategy. ...

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Success in a Box: The Power of Dimensional Direct Mail in B2B Marketing

What if you got a real mailbox – a full-size, metal mailbox – sent to you at your office? Would you open it? You bet you would. MSP, a direct marketing services company in Pittsburgh, has been sending real mailboxes to its best prospects for nearly 10 years. I still remember my reaction -- “Wow!” -- when I opened the mailbox I received from MSP in 2004. Six years later, MSP’s mailbox remains the single best example of effective B2B lead generation dimensional mail I’ve ever received. Here’s how MSP deploys dimensional...

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10 Marketing Questions to Ask Before Changing Your Company Name

Are you thinking about renaming your company? A new name can help your customers, prospects, and competitors see you in a new light. It also can help you make a splash in the marketplace and get media attention. But changing your company name is a major undertaking that requires substantial marketing resources. Before you take the plunge, you must be sure you have the right name and a smart marketing strategy to deploy it. Here are 10 strategic marketing questions to ask yourself when selecting a new name for your...

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What’s Driving Social Media Success? Traditional Marketing

Social media is all the rage in marketing, and with good reason. Just look at the numbers. Can you think of any other communications platform with more than half a billion users like Facebook? Or another forum where more than 90 million messages are posted every day, like Twitter? As people have flocked to social media, so have marketers. But new research by DDB Worldwide and Opinionway Research published in eMarketer reveals a surprising fact: The driving force behind social media success is outreach by brand marketers via campaigns...

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7 Things Every Marketer Should Know About Their Best Customers

Are you hard at work on next year’s marketing strategy? If so, there’s a critical first step you should take for a more effective marketing plan: A thorough assessment of your best customers. If your company is like most, you have a core group of customers that drive a large percentage of your sales. Here are seven things you should know about your best customers in order to develop a smart marketing strategy. ...

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How Bad Direct Mail Can Sink a Customer Win-Back Strategy

Verizon says they want me back. But based on the direct mail package they just sent me, I don’t think they mean it. Reactivating lapsed customers is an important marketing strategy for every business. It’s easier to reengage a former customer than create a new one. If you’re using direct marketing to win former customers back, however, you’d better do it right. Here’s how a major marketer blew a customer win-back opportunity with poor direct mail, and five lessons for more effective win-back direct marketing. ...

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Secrets of the Mailroom Trash Can: 3 Lessons for B2B Marketing

There’s a giant trash can in the mailroom of my office building in Cleveland, Ohio. Every day, it fills up with discarded business mail. Sometimes I peek in the can to see what my fellow tenants have thrown out, and it’s quite revealing. Here’s what I’ve observed as a casual mailroom trash inspector, and three valuable lessons from this experience for business-to-business marketers who want to develop a smart marketing strategy....

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7 Simple Principles of a Successful B2B Marketing Strategy

Business-to-business marketing doesn’t have to be complicated or elaborate to be effective. In fact, the most successful B2B marketing is often based on a simple strategy: Deliver clear, relevant messages consistently well over time to carefully selected prospects. Here are seven principles of a simple but smart B2B marketing strategy....

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Turn Leads into Sales with a Smart Marketing Strategy

The phones are ringing, web traffic is up, and the sales manager is telling everyone you’re a marketing genius. Your business-to-business lead generation campaign is a success! But before you break out the bubbly, remember that getting prospects to express interest in a product or service can be the easy part of business-to-business marketing. Converting those leads to sales is often a lengthy and complex process. Here's how to build a smart marketing strategy that engages B-to-B prospects and gets them to say "yes." ...

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