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Cleveland Tag

Gianfagna Strategic Marketing / Posts tagged "Cleveland" (Page 6)

B-to-B Marketing: The Power of the Personal Note

There’s a simple business communication tactic that can have a huge impact on how your clients and prospects feel about you and your organization: The handwritten personal note. Here’s why personal notes are so effective in building strong client relationships and six tips for using personal notes in your smart marketing strategy. ...

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Advertising: Still the Most Fun You Can Have with Clothes On

Famed ad man Jerry Della Femina, the creative genius behind many brilliant ad campaigns (remember the singing cats of Meow Mix?) and the author of From Those Wonderful Folks Who Gave You Pearl Harbor, once said that “advertising is the most fun you can have with your clothes on.” I’ve spent my entire career in advertising and marketing and have owned a marketing consulting firm in Cleveland, Ohio for 20 years. Here’s why I believe Della Femina is right about advertising and marketing and my advice for anyone considering a marketing...

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7 Ways to Get Results from Your Business-to-Business Blog

Every marketing guru (including me) is telling their clients to blog, for lots of good reasons. But blogging is a big commitment. Do blogs produce real results for B2B marketers? Does blogging truly lead to fame and fortune? I’ve just completed my second year writing a blog about marketing strategy. Here are seven ways I’ve used the blog to increase visibility for my business (fame) and get new clients (fortune) and some blogging tips for your smart marketing strategy. ...

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Who Owns Your Marketing Campaigns? You May Be Surprised

Many companies hire marketing agencies or freelancers to develop marketing campaigns and materials. But marketers often overlook a critical step in the process: Ensuring that they own the intellectual property they’ve paid a marketing team to develop. And marketing agencies often fail to protect their legal rights to materials they’ve produced. What are the most common intellectual property mistakes marketers and agencies make and how can you avoid them? Here are some tips for your smart marketing strategy from Sharon Toerek, an expert on legal issues in marketing. ...

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5 Lessons from My UPS Guy: How to Create Loyal Customers

One of the most difficult marketing challenges is differentiating a service business from its competitors. One strategy is to market the knowledge and experience of the firm’s employees. Another is to focus on how the firm's employees make customers feel. Case in point: Tom, my UPS delivery guy. Here are 5 lessons in how to create loyal customers from a UPS driver in Cleveland....

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What’s Next in Digital Media? Answers from the Experts

Digital media is transforming how marketers engage with customers and prospects. Whether you’re marketing to business executives or consumers, it’s critical to monitor the fast-changing digital media space. So what’s on the horizon for digital media in 2012 and what does it mean to marketers? Three marketing experts shared their forecasts last week at a program sponsored by the American Advertising Federation-Cleveland. Here’s what these digital media pros see in their crystal balls and some insights for using digital media in your smart marketing strategy. ...

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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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Guide to Website Building | Gianfagna Strategic Marketing Cleveland Ohio

A Step-by-Step Guide to Planning a Great Website

Every smart marketer knows the importance of an effective website. But there’s a big difference between a good site and a great one. A great website is the foundation of a smart marketing strategy. It supports your brand promise and differentiates you from competitors. It delivers high-value information that demonstrates your capabilities and makes people want to do business with you. And if you’re a business-to-business (B2B) marketer, it’s probably also your best tool for lead generation, according to new research. So how do you create a great website? It’s all in...

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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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10,000 Subscribers: How a Marketing Blogger Achieved Success

Blogging is one of the most powerful ways to market your company. But only a few of the 156 million people who are publishing blogs achieve a big following. One is Chris Brown, owner of Marketing Resources & Results, a full-service marketing consulting firm in Northeast Ohio that helps companies attract new customers. Chris has published the blog Branding & Marketing since 2006. She’s written more than 900 articles on marketing strategy, marketing tactics, branding, social media, and market research. Last week, she reached a major blogging milestone: 10,000 subscribers. In this interview...

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