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Gianfagna Strategic Marketing / Posts tagged "Ohio" (Page 3)

How to Create a White Paper to Market Your Business, Part 1

If you market to business decision-makers, there’s a powerful marketing tool that can help you stand out from competitors and demonstrate your expertise: A white paper. Part 1 of a three-part blog post explains why white papers are so effective in business-to-business marketing and how to create a high-impact white paper for your smart marketing strategy....

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How Breaking a Customer Promise Can Hurt Your Brand

our company’s brand represents the value customers receive when they interact with your business. It's a promise: When you choose to purchase from us, this is what we will deliver to you. When you break that promise – through defective products, shoddy workmanship, or poor service – you might lose the customer. But in this age of social media, you might also lose your reputation. Remember the musician who made a YouTube video about United Airlines breaking his guitar? It got more than 12 million views and spawned a whole culture of...

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5 Reasons to Build Your Social Media Marketing Around a Blog

Should you be blogging? If you’re marketing via social media, the answer is yes. Almost every successful social media marketing strategy has a blog as a core element. Blogging offers marketers many powerful advantages. Here are five reasons blogging is crucial to a smart marketing strategy for every marketer using social media. 5 Ways Blogs Help Social Media Marketers Blogging creates natural opportunities for social media updates. Every blog post is something new and valuable to share with your followers on Facebook, LinkedIn, Twitter, and other social media. Blogging makes you more than a content...

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Why There’s a QR Code on Your Banana

QR codes – those funny-looking, square-shaped symbols with pixelated, black-and-white patterns – are showing up everywhere in advertising, signage, and product packaging. I even found a QR code on my Dole banana this morning, advertising the movie Madagascar 3. Our Cleveland, Ohio marketing agency is now using QR codes in nearly all marketing campaigns we create for our clients. Here’s why QR codes are becoming ubiquitous in marketing and 7 tips for using QR codes in your smart marketing strategy....

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11 Days, 11 Emails: A Lesson in Marketing Overload from Loft

Retail marketers often use email to promote sales and events to customers and prospects that have opted in to receive email communication. It’s a smart marketing strategy when it’s done right. But when it’s done wrong – especially when it’s overdone – retail email marketing can annoy the customer and ruin the relationship, particularly when the customer is new. Case in point: Ann Taylor Loft. Here’s how this retailer bombarded a new customer with 11 emails in the first 11 days of the relationship and provided a powerful example of...

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Make ‘em Love You: 10 Ways to Be the Client’s Go-To Supplier

External suppliers are critical to the success of nearly every business. Some vendors become trusted partners. Others have good intentions but struggle to deliver. A few fail so miserably they’ll never get a second chance. What makes a great client-vendor relationship? Here are some insights and 10 tips for becoming your client’s favorite vendor....

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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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