Targeting is the “Only Way” to Advertise
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?
PROOF That Direct Mail ACTUALLY Works!
It has been attributed to $2 billion of subscription sales, this letter. It was unbeaten for 28 years.
Break the Gumball Machine
Brand building doesn’t work like a gumball machine — you can’t expect immediate fame from minimal investment or effort.
Why Branding Is the Cheat Code for Long-Term Growth
You'll eventually reach a point where you can no longer grow based on short-term advertising alone.
10 Magical Words of the Direct Mail Kingdom
Despite the relatively high direct mail cost, the pay-off can be tremendous, and the benefits unrivaled.
6 Overlooked Truths For B2B Marketing Success
B2B sales are intensely personal for the main decision-makers in the process. If things blow up, they suffer tremendously.
Sales Today or Salience Tomorrow? Yes.
Let's resolve the tug-of-war between the zealots of “WE MUST SELL STUFF NOW” and the stoics who say “we must brand for tomorrow”.
10 Most Innovative Direct Mail Examples From Known Brands
For example, Jeep's DNA Box had a stunning 76 percent response rate.
Why you should shield your ads from pesky bots
They're nearly 40% of all internet traffic and giants like Google, Microsoft, FaceBook, and LinkedIn benefit from bots clicking on your ads.
Divide Your Marketing Budget Into Air, Land, and Sea
Air is the airwaves (radio and TV). Land is outdoor, print, etc. Sea is online, where surfing happens.
Sales Promotions are Like Fertilizer (Helpful & Dangerous)
Use too much fertilizer and your business will smell like manure.
Is Cap’n Crunch Driving Your Marketing?
A marketing diet heavy on pay-per-click is not sustainable. It lacks all the essential minerals and nutrients that make buyers love you.
The Bump Free Zone
Growing your company should be fun, and it should feel good. Like giving up my Saturday morning cartoons to place magazines.
A Tale of Two Strategies: An Expedition into the Land of Brand Building and Sales Activation
Les Binet and Peter Field propose a 60:40 ratio of brand building to sales activation.
Don’t Drink the Kool-Aid
Marketing Heads insist “it’s a numbers game” and standardize campaigns to reach more people, neutering creativity in the process.