284 Posts found for Source: MarketingProfs

The other day I was speaking with a colleague, and I was quite surprised to hear him say that while he knew what a brand was, he didn’t really know what a brand was, why some brands were stronger than others, the deep purpose of the brand concept, and why some consumers are so brand loyal. This got me thinking, and made me consider the … [ Read more ]

Content: Article | Author: Kristine Kirby Webster | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales

This is a very good question and answers on the web typically ends up being a lot of tactics, like advertising, brand management, sales, service, pricing, email marketing, etc. That’s a good start, but far from complete.

And that’s one of the problems with the web. If you go to search engines like Google and type in “marketing expert”, you’ll come up with over 27,000 web … [ Read more ]

Content: Article | Author: Allen Weiss | Source: MarketingProfs | Subject: Marketing / Sales

Are you a B2B company, putting (or considering putting) significant effort and significant resources into developing a coherent brand for your product? Researching the marketplace and analyzing competing brands? Establishing strategy sessions to review and select the best brand identity?

If you are, you’re probably wasting a lot of time and a lot of money. For the majority of B2B companies, branding is very likely … [ Read more ]

Content: Article | Author: Michael Fischler | Source: MarketingProfs | Subject: Marketing / Sales

You’ve heard the pitch – marketing newsletters are supposed to attract customers. They’re sworn to build customer loyalty. And they’ll increase profits. All that…and they are incredibly cheap to produce.

So why is your newsletter’s falling hopelessly short of its potential?

Content: Article | Author: Jessica Albon | Source: MarketingProfs | Subject: Marketing / Sales

The usefulness of personas in defining and designing interactive products has become more widely accepted in the last few years. But a lack of published information has, unfortunately, left room for a lot of misconceptions about how personas are created, and about what information actually comprises a persona.

Just what ARE personas? And why should you care?

Editor’s Note: the article provides a link to … [ Read more ]

Content: Article | Author: Kim Goodwin | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

Your email marketing messages are competing with every other message appearing in a customer’s inbox. Here’s a simple test to apply to your finished message to see if it will get the attention it needs and deserves. The precise formula is this: SMCCIP (Some Mail Can Cause Instant Pleasure)
S = Simple
M = Meaningful
C = Compelling
C = Curiosity
I = … [ Read more ]

Content: Article | Author: Lance Arthur | Source: MarketingProfs | Subject: Marketing / Sales

Let’s face it. Today’s consumers are skeptical.

Can you blame them? With all the marketing hype and sales pitches people receive each day, we are all a bit jaded. But to make the sale we must overcome our prospect’s natural skepticism and create a relationship of trust. One of the most powerful tools in your marketing arsenal is a good old-fashioned customer testimonial or two. … [ Read more ]

Content: Article | Author: David Frey | Source: MarketingProfs | Subject: Marketing / Sales

Supply chains and marketing channels are being redrawn as e-business, consolidation, and integrated supply alter the relationship between manufacturer, distributor and customer. This evolution is much more complicated than the naïve predictions that distributors would be “disintermediated” as customers and manufacturers established direct relationships. But how can manufacturers best leverage their existing industrial channels to grow in this era of uncertainty?

Content: Article | Author: Adam J. Fein | Source: MarketingProfs | Subject: Marketing / Sales

The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

Content: Quotation | Source: MarketingProfs | Subjects: Advertising, Marketing / Sales

Here’s a great summer project: Gather your sales brochures, product bulletins, Web page copy, white papers, news releases, sales presentations, annual and quarterly reports…and so on. How clearly and consistently is a differentiated position expressed? Does it read like fodder from several different companies? Well, it doesn’t have to.

Content: Article | Author: Jim McBurney | Source: MarketingProfs | Subjects: Management, Marketing / Sales

The number one reason people leave a job is because of their dissatisfying relationship with their direct supervisor/manager. What do you need to do be exceptional?

Content: Article | Author: Michael Perla | Source: MarketingProfs | Subjects: Leadership, Management

Despite bigger and better data warehouses, fancier analytical tools, and a growing body of data-mining knowledge, companies continue to struggle with the concept of database segmentation. For now, segment profiles in most companies remain simply good bed-time reading.

Content: Article | Author: Stephen Shaw | Source: MarketingProfs | Subject: Marketing / Sales

The buying mind of a woman is a sophisticated and powerful tool. Marketers should try to tap into the characteristics of her buying mind that will guide her to thinking that what your company provides is, indeed, what she wants. Here are those characteristics…

Content: Article | Authors: Andrea Learned, Lisa Johnson | Source: MarketingProfs | Subjects: Demographics, Marketing / Sales

You may not be able to pronounce it, but you better remember it. PVBIT stands for the five things that email marketing must have for a successful B2B or fundraising application.

Content: Article | Author: David Patterson | Source: MarketingProfs | Subject: Marketing / Sales

“Over the past 35 years, I have been involved in the development and deployment of scores of business-to-business lead generation programs. Here are the 21 most significant truths I’ve learned.”

Content: Article | Author: Lee Marc Stein | Source: MarketingProfs | Subject: Marketing / Sales

Studies show that tradeshow sales beat comparative spending on advertising, direct mail, and other marketing efforts. So how do you get the tradeshow you attend to really pay off? Be the tradeshow’s top trader.

Content: Article | Authors: Joe Combs, Myla Wagner | Source: MarketingProfs | Subject: Marketing / Sales

There are a number of techniques that can be used to ensure your site is indexed and well positioned in the major search engines. While SEM techniques change constantly, the following are currently important for good positioning.

Content: Article | Author: Paul J. Bruemmer | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

One of the most profound statements made on the subject of positioning comes from Louis Carroll’s Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, “if you don’t care where you’re going, it doesn’t make a difference which path you take.”
So it is with too many company’s marketing communications programs. Without direction or focus, a business or organization … [ Read more ]

Content: Article | Author: Ford Kanzler | Source: MarketingProfs | Subjects: Management, Marketing / Sales

You don’t have to be an award-winning copywriter to create effective sales letters. In fact, writing great sales letters is more of a science than an art.

Content: Article | Author: David Frey | Source: MarketingProfs | Subject: Marketing / Sales | Industry: Direct Marketing

“To a non-profit organization, the brand is perhaps the most important asset they have. Many corporations actually carry the worth of the brand on their balance sheets; for example, the Coca-Cola* brand is said to be worth $13 billion. However, non-profits are often at a disadvantage when it comes to branding. After all, they don’t have the deep pockets of corporations who … [ Read more ]

Content: Article | Author: Kristine Kirby Webster | Source: MarketingProfs | Subjects: Marketing / Sales, Nonprofit