If your objective is to increase the number of customers you serve, a prudent way to start is by taking a closer look at the customers you already have. If that sounds odd, consider that the customers you already work with are presumably happy with the work you perform on their behalf. If you use [...]
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 [...]
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 [...]
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 [...]
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, [...]
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 [...]
The graphic symbol representing your company has been in place since the early 1960s, when your great-uncle started the business, and your new advertising firm insists that it has to be replaced. You want to trust their counsel, but you're just not sure."You need a new logo" is one of the first things companies often hear after [...]
As the world becomes smaller, the opportunities for companies to do business overseas get bigger. But accessing other markets demands more than a perfunctory knowledge of geography and a phrase book. Cutting corners can trip up the most well-intentioned efforts. Our marketing agency has helped clients do business globally for years, and we've learned many lessons [...]
Nearly two years ago, one of our agency's longtime clients asked us to develop a coffee-table book celebrating their company's centennial. In bringing that project to fruition, I learned a lot about the company, but learned even more about running a business.The company is Western States Manufacturing, a Cincinnati-area maker of centrifugal devices for the sugar, [...]
When Deborah Daily and her husband, Ken, started Buckaroo Marketing New Media out of their home in 1999, they strived to create a business customers could rely on. Daily, president of Buckaroo Marketing, said they wanted to get away from working in corporate America. “We didn’t care for marching to the beat of someone else’s drum,” [...]
