No Silver Bullet
It's an old cliché, but it bears repeating: Nobody who bought a drill wanted a drill. They wanted a hole. What this means for you is that instead of providing
Writing an Effective Campaign Plan
A well-crafted plan is essential for creating clear, measurable marketing campaigns. This guide is designed to help you craft a plan that gives your company a roadmap to generating demand
Running a Successful Integrated Marketing Campaign
Marketing is not an exact scienceidentifying the most effective approach to marketing your products or services can be costly and time consuming. Running a Successful Integrated Marketing CampaignUNDERSTAND THE BASICS
Defining Your Marketing Media Mix
What is the most effective way to reach your customers? Is it a phone call? A postcard with a special offer? A tradeshow or event? With so many ways to
Building Effective Customer Offers
To capture customers’ attention, you must communicate a compelling offer—the promise of a product or service that addresses a pressing need. Once you succeed in engaging their attention, you must transform
Building Effective Promotional Offers
How do you entice customers to take action and respond to your marketing campaign? Start with a clear, compelling offer—something that makes their lives easier now, and deliver it in