Artificial intelligence, or AI, is the hottest technology in marketing. But do you need artificial intelligence to develop good creative for a smart marketing strategy? Or do you just need a talented, insightful creative team? Cleveland marketing consultant Jean Gianfagna shares some perspective....
View MoreA versatile, robust customer relationship management (CRM) system is the best way to store, manage, and use customer data for sales and marketing. But many marketers who invest in a CRM system fail to capitalize on its value. On November 13, Jean Gianfagna of Gianfagna Strategic Marketing, Inc. and Bob Sullivan of InfoGrow will present the best practices of using a CRM system to grow sales at Sales & Marketing Executives of Cleveland’s SME-U Workshop....
View MoreWhy is face-to-face contact so important when you’re trying to grow a business? And how does a background in copywriting and direct marketing give a marketing consultant a strategic advantage in content marketing and social media? These are just two of the topics agency president Jean Gianfagna recently discussed with well-known marketing consultant and author John Jantsch on the latest edition of his Consulting Spark podcast. Jantsch is a small business marketing expert. His firm, Duct Tape Marketing, partners with 125 marketing consulting firms and agencies in 14 countries to deliver marketing services...
View MoreCustomer and prospect data drives direct mail marketing. Data that’s outdated, inaccurate, or poorly processed can turn a good direct mail campaign into a wasted opportunity. Here are two examples of excellent mailings that failed because smart marketers that are usually highly skilled users of the channel relied on the wrong data....
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"Drip" direct marketing can be a smart marketing strategy for business-to-business (B2B) marketers. Here’s why drip marketing works and how to create a drip direct marketing campaign, from Cleveland, Ohio marketing consultant and strategist Jean Gianfagna....
View MoreA product shipment is a golden opportunity for branding. Here are two examples of very different marketers – Nuts.com and Chanel -- who are transforming product shipments from routine transactions into branding and marketing magic in a smart marketing strategy....
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Do marketers still need printed promotional materials in a tech-driven world? The answer is yes. Here are six reasons why print still packs a punch in a smart marketing strategy....
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In this new, technology-driven world of marketing, do the proven principles of marketing strategy still apply? Or are there new rules for marketing success? Here are five new marketing rules created by the enormous impact of technology plus five time-tested marketing principles -- and the reasons to consider both in a smart marketing strategy....
View MoreWhat’s new and what’s working in direct mail these days? Here are seven interesting direct marketing trends I’m seeing as a marketing consultant who often recommends direct mail in a smart marketing strategy for my clients....
View MoreDirect mail is a common marketing tactic for supporting dealers and agents who sell consumer products and services. Using geographically targeted data, the home office or corporate headquarters sends direct mail to prospects with content personalized to the local dealer or agent. When it works, it can be marketing dynamite. Effective agent/dealer campaigns generate leads from qualified buyers, drive retail traffic, and make the phones ring. When it fails, it can be a disaster. Campaigns that miss the mark irritate prospects, waste the marketer’s money, and wind up in the trash. Here are...
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