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Marketing Strategy

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

How to Create Great Advertising with Storytelling

Top 10 lists are everywhere this time of year. One of the most interesting lists for marketers is the Top 10 Most Viewed Ads on YouTube, as reported on Mashable.com. These are TV spots people chose to watch online, by the millions. That’s an advertiser’s dream. But what makes these ads so popular? It’s not crazy gimmicks or over-the-top production techniques, though some of the ads have spectacular visual effects. I think it’s about storytelling. The most watched ads of 2011 engage viewers in a compelling story. Here’s why storytelling...

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Direct Marketing Mail | Smart Marketing Gianfagna

USPS Service Cuts: Why Direct Marketers Should Be Worried

The announcement last week that the U.S. Postal Service plans to eliminate next-day delivery of first-class mail was hard news for direct marketers like me to hear. Not because the direct mail campaigns our marketing agency creates require next day delivery. In most cases, we mail standard class to get lower rates and we factor in the necessary delivery time when crafting a marketing plan. But I got a sinking feeling when I heard this latest news. I fear that as service delivery levels continue to fall and the cost of using...

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Customer Testimonials in Marketing | Gianfagna Strategic Marketing Ohio

10 Ways to Get Great Client Testimonials for B2B Marketing

There’s nothing more powerful in marketing than a testimonial from your customers about the value of your products or services. That’s why so many smart marketers, especially companies that sell business-to-business (B2B) professional services, use client testimonials in their advertising, sales presentations, brochures, and websites. So how do you get a client to give you a great testimonial for your marketing campaigns? Follow these 10 tips....

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4 Things My Idea File Taught Me about Great Direct Mail

Most marketing agencies keep an idea file of creative, interesting promotions by other marketers that serve as inspiration for new marketing campaigns. Since we’re moving soon to new offices (a new suite in the same building in Cleveland, Ohio), I decided to take the opportunity to weed out our idea file, especially our massive collection of direct mail. I tossed a lot of old stuff, but I was surprised at how many direct marketing campaigns created five, ten, or even 20 years ago still pack a powerful marketing punch. I wondered: Why do...

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Unique Business Branding | Gianfagna Marketing Cleveland Ohio

Marketing Professional Services: Sell Smarts, Not Service

Promoting a professional services firm is one of the most difficult challenges in marketing. Whether you’re selling legal services, marketing services, accounting, IT, insurance, benefits, payroll, or consulting, it can be tough to create a marketing strategy that differentiates your company from everyone else who does what you do. Here's the usual approach: “We have great capabilities and we deliver great service.” No offense, but you must, or you wouldn’t still be in business. Plus, all your competitors say the same thing. Is that really what makes you stand out? Is that...

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Social Media Marketing Management | Gianfagna Strategic Marketing

How to be a Great Content Curator on Social Media

The most successful social media marketers create and publish a high volume of original content through blogs, videos, white papers, and other vehicles. But they also share quality content produced by others. Gathering, sorting, and republishing content from other authors that you believe your followers will value is called curation. By being a great content curator, you help customers, prospects, and colleagues find the “good stuff” online and know what to read. This not only makes you an informative and influential social media contributor, but it also helps attract new followers....

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Branding Preferences in Young Children | Smart Marketing Cleveland

Branding at Birth: How Young is Too Young for Marketing?

Did you see the recent article in Adweek about efforts by major consumer marketers like Disney to establish brand preferences in children ages 0-3? The Next Great American Consumer by Brian Braiker provides a fascinating look at this development. Braiker says branding at birth is “a trend—fueled in part by the growth of digital devices—toward aggressively targeting a demographic that didn’t exist, in marketers’ eyes, until recently: infants to 3-year-olds. By getting their logos and iconic characters in front of babies—even those with still-blurry eyesight—they hope to establish brand-name preference...

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A Lesson in Bad Direct Mail List Preparation–from the USPS

I am a born and bred direct marketer. I learned about direct mail from the legends of the industry – Ed Mayer, John Yeck, Paul Sampson, and Rose Harper – at a seminar for college marketing students sponsored by the Direct Marketing Association in the 1970s. And though I often recommend social media and other marketing strategies to clients of my marketing agency, direct mail is still my first love. Like all direct marketing practitioners, I’ve been dismayed to watch the U.S. Postal Service struggle for survival. As the organization...

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Importance of Marketing with Social Media | Smart Marketing Ohio

How to Get Your Company Excited about Social Media Marketing

How many times have people at your company told you that they just don’t “get” social media – or understand why your company needs to join Justin Beiber and Lady Gaga on Facebook, YouTube, and Twitter? These aren’t just idle comments. Misconceptions about social media can hurt your brand and hamper your ability to compete in your marketplace by limiting your company’s participation in the social media dialogue. And if the people who hold those misconceptions also control the marketing budget, alarm bells should be ringing in the marketing...

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Trade Show Marketing | Smart Marketing Strategies

10 Tips for Choosing a B2B Trade Show Sponsorship

If you’re a business-to-business (B2B) marketer, sponsoring your industry's trade show can deliver high visibility for your brand. But trade show sponsorship can be a big investment. Sponsorship packages for some national shows are topping six figures and even smaller sponsorship options can be costly. Before you spend valuable marketing dollars on a trade show sponsorship, here are 10 guidelines for choosing sponsorships that are worth the marketing investment....

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