2010 | Gianfagna Strategic Marketing

April 7, 2010

How to Avoid the 7 Deadly Sins of Direct Marketing Lead Generation

If your sales team often complains about the leads they receive from your direct marketing campaigns – or if you’re frustrated with lackluster lead follow-up and low conversion rates – you may be unwittingly committing one of the seven deadly sins of direct marketing lead generation. Here are the common mistakes business-to-business marketers make with direct marketing lead generation and tips on how to avoid them. ...

by jeangianfagna

March 30, 2010

Marketing Campaigns Marketing Strategy Uncategorized

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. ...

by jeangianfagna

March 23, 2010

Direct Mail Marketing Direct Marketing Marketing Strategy Uncategorized

How to Create a Great Direct Marketing Offer, Part 2

What should you offer to generate higher response to your direct marketing campaign? Here are ideas for producing orders, generating leads, and driving retail traffic through an effective direct marketing offer....

by jeangianfagna

March 16, 2010

Direct Mail Marketing Direct Marketing Marketing Strategy Uncategorized

How to Create a Great Direct Marketing Offer, Part 1

After the list, the offer is the most important element of a direct marketing campaign. In the first part of a two-part post, here are the basics of creating a great offer for your next direct marketing campaign....

by jeangianfagna

March 11, 2010

Marketing Campaigns Uncategorized

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. ...

by jeangianfagna

March 1, 2010

Uncategorized

A Branding Blunder Averted: Ohio Almost Makes a Classic Marketing Mistake

The state of Ohio missed an opportunity for effective branding by making a classic mistake on its new license plate design: Obscuring the name of the product. The plates were supposed to become the state's official new design, but the recession forced officials to limit distribution -- and that's good branding news. Here's why....

by jeangianfagna

February 16, 2010

CRM Direct Mail Marketing Marketing Campaigns Marketing Strategy Uncategorized

5 Ways to Use Data to Create Compelling Direct Mail

Savvy direct marketers are using data and digital printing technology to develop engagign creative approaches and compelling direct mail campaigns that are almost fully customized to the individual recipient. Here are five ways to use data to develop great direct mail creative....

by jeangianfagna

February 9, 2010

CRM Marketing Strategy Uncategorized

Where Branding Matters Most: At the Human Level

There are many elements that make up a successful branding strategy, but the most important is how the people of a company are trained to exemplify the brand when they interact with customers. It’s branding at the human level – and it’s the pivotal point where many brand promises fall apart. Here's an example of a company that does it right....

by jeangianfagna

February 4, 2010

CRM Direct Mail Marketing Marketing Campaigns Marketing Strategy

Why Customer Data is Essential for Effective Marketing – Especially to Your Customers

When marketing to current or lapsed customers, it's essential to use your knowledge of the customer -- gleaned from database analysis -- to deliver a direct mail package or email that acknowledges and capitalizes on the customer's relationship with your organization....

by jeangianfagna

April 2010

How to Avoid the 7 Deadly Sins of Direct Marketing Lead Generation

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

How to Create a Great Direct Marketing Offer, Part 2

How to Create a Great Direct Marketing Offer, Part 1

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

A Branding Blunder Averted: Ohio Almost Makes a Classic Marketing Mistake

5 Ways to Use Data to Create Compelling Direct Mail

Where Branding Matters Most: At the Human Level

Why Customer Data is Essential for Effective Marketing – Especially to Your Customers

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