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Marketing Strategy

Gianfagna Strategic Marketing / Blog  / Marketing Strategy (Page 16)

Want Better Marketing Results? Audit Your Marketing Strategy

What’s the best way to maximize the return on your marketing investment? Take a step back from your day-to-day marketing projects and conduct a marketing audit. A marketing audit is a top-to-bottom assessment of your entire marketing program, from branding to tactics. The beginning of a new year or the start of a new budget period is an ideal time to do it. How do you conduct a marketing audit? And how can an audit help you develop a smart marketing strategy? Here are some answers. ...

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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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LeBron Returns: What Should Cleveland Do?

On December 2, LeBron James will return to Cleveland when his new team, the Miami Heat, plays his former team, the Cleveland Cavaliers. LeBron’s handling of his departure left many Cleveland fans bitter. This video, created by a Virginia Marti College of Art and Design student, captures how many Clevelanders feel, as evidenced by its huge popularity on YouTube (more than 3 million views as of today). So what can we expect when our former favorite son comes home? And can we turn this event into a positive public relations experience for...

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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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