Think back to your last trade show. Which booth do you remember? There are only two or three booths that are recalled by any visitor to a trade show. It’s just too overwhelming. To be effective your booth must stop folks in their tracks. It must provide a reason for them to interact with you.… [Read more…]
October 18, 2011
Newspapers and magazines sell space. Apparently that’s all their display advertising reps want to sell. Because, the two most important elements – the Offer and the Call-To-Action – are missing from most print media ads. I saw a cooperative ad for a downtown shopping district in a special supplement to a daily paper. There… [Read more…]
July 26, 2011
Cause-Related Marketing was a term that was first coined by American Express. In 1983 they launched a campaign to raise funds for the Statue of Liberty Restoration project. They donated a penny each time a card holder used their charge card. The campaign raised $2 million dollars in just 4 months! But you don’t have to… [Read more…]
April 13, 2011
Frequency works in direct mail too! Can you imagine McDonald’s placing one 30-second TV spot and then waiting for people to drive up and order Big Macs? No way! They place hundreds of ads on TV and radio and in magazines and newspapers. Frequency creates top of mind awareness, and eventually gets a response from… [Read more…]
March 9, 2011
The rule of thumb in marketing is that 20% of your customers generate 80% of your business. Customer Relationship Management (CRM) programs were designed to target those top customers. Loyalty clubs, member cards and newsletters are some of the tools that are used for marketing to this customer segment.
September 23, 2010
Admit it. You’ve brought home a tradeshow giveaway and given it to your kids or pet. My dog loves the soft pink balls imprinted with… some companies name and number. Trouble is my dog doesn’t read! Don’t giveaway pens, magnets, bouncing balls or stress squeeze items. They attract people looking for freebies, not good prospects.… [Read more…]
August 9, 2010
Writing direct marketing copy requires putting yourself into the prospect’s mind. You must influence how the prospect reacts. Here’s a checklist of psychological influencers that work for all direct marketing copy. 1. People like to be invited to respond even if they don’t reply, 2. Buyers like the feeling of power, give them options to choose from. 3. Allow prospects to jump… [Read more…]
July 15, 2010
Marketing during a recession is a challenge. The inclination is to wait out this period. History shows that during times of national unrest, those companies that deserted their marketing programs suffered in the long run. Don’t quit cold turkey. Instead, examine your core business and take advantage of opportunities that will exist in a slow… [Read more…]
May 28, 2010
Absolutely! The prize drawing sign up is the best way to build a prospect database. But…you don’t have to make it available to every Tom, Dick and Mary passing by your booth. Only offer the entry form to those people who are good prospects. First of all, the prize drawing should be part of your… [Read more…]
March 11, 2010
Repeat after me. “My website is my sales staff.” The number one purpose of any business website is to sell a product or service. It’s not just a pretty brochure. Unless you develop a website marketing plan with the goal of producing response, your site will underperform. I’m not suggesting that you design a website… [Read more…]
 | JEFF VEESENMEYER on Can cause-related marketing be… |
November 29, 2011
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