When the Tail Wags the Dog
We had carefully studied the client's stated objectives and analyzed the budget, then created a strategy that addressed both with great efficiency. So we were startled when our plan was completely tossed out the window. The reason? One of the executives walked into the meeting and said he really liked a particular technology, so using that technology became the new [...]
Building Trust with Testimonials
Typically, testimonials come in two forms – written and video. Both are effective, touching its audience visually, emotionally, and mentally. Testimonials provide credibility for your company’s products and services, leveraging the power of word of mouth. Additionally, testimonials enhance your brand, verify your expertise and establish and/or deepen trust. Testimonials should be leveraged by placing them in as many [...]
Happy Independence Day!
As we celebrate our freedom, let us not forget to thank all those who have fought for this country to give us this day. When was the First 4th of July? On July 8, 1776, the first public readings of the Declaration were held in Philadelphia's Independence Square to the ringing of bells and band music. One year later, on July [...]
Dealing with Dealer and Distributor Networks
Many companies in the business-to-business world sell their products through networks of outside dealers, independent distributors, or similar arrangements. While those arrangements make it possible for even a small company to quickly gain a broad reach, they can also reduce the control the company has over its image and messages. Our marketing agency works with a number of companies that [...]
How Well Are You Tracking Your Marketing?
One of the first metrics business owners learn about is return on investment, or ROI. Earning the highest possible ROI is critical when running a business. You make investments with the expectation that you’ll have something to show for them. So how's the ROI on your investment in marketing and advertising? If you’re like most business owners, your answer [...]
Getting More From Trade Shows While Spending Less
For many companies, participation in trade shows devours a healthy portion of the total marketing budget. But as with so many other aspects of business, what matters isn't how much you spend -- it's how intelligently you spend it. After each year’s show, many companies conclude that they could have had better results if only they had a larger [...]