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Marketing Campaigns

Gianfagna Strategic Marketing / Blog  / Marketing Campaigns (Page 12)

Take Your Tired, Poor Advertising Phrases — and Ditch Them

Great copy is essential for an effective advertising campaign and a smart marketing strategy, but too many copywriters use the same tired phrases again and again in headlines and campaign themes. This is a giant waste of the marketer’s money. Here are seven advertising phrases we’ve seen used a hundred times and hope to never see again -- and why you should expect better from your marketing agency....

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When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead. ...

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Turning Your Brand Name into a Verb: Why it Rarely Works

Is it true that the more you know, the more you Kohl’s? Is taking stock in the long term Vanguarding? And will you Bing it if you’re searching for something online? Kohl’s Department Stores, Vanguard Investments, and Microsoft are the latest marketers to try to turn a company brand or product name into a verb. It’s an old marketing strategy, but it rarely works. Here’s why. ...

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Is It Time to Tune-Up Your Company’s Logo?

Your company's logo is the most visible element of your brand identity. But if your logo is more than five years old – or if there’s been a significant change in your mission, core services, customer base, or marketing strategy since your logo was developed – your logo may be due for a tune-up. Here’s how to evaluate and update your company logo to support a smart branding strategy. ...

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Developing a Marketing Plan: 5 Key Planning Questions

Marketing is the process of delivering messages to influence peoples’ perceptions and behavior as they relate to a specific product or service. It’s all the activity that drives a customer to interact with your business. Successful marketing requires a strategy. But before you start writing your marketing plan, you need information and insight. Here are five basic factors every marketer should take the time to assess to create the foundation for a smart marketing strategy: Your customers: Who buys from you, and why? Chances are, your best prospects look just like your best customers....

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