Advertisers are stuffing more commercials into TV programs: the average hour show now has 40 minutes of programming, down from 46 minutes only a few years ago. And, viewers are using ever more clever ways to skip them – from TiVo to watching TV shows on the Web. What is an advertiser to do? How can we marketers continue to reach our prospects in this brave new world?
Tradeshows can be a fabulously profitable marketing program or a colossal waste of time and money. Careful planning and immediate follow-up are the keys to tradeshow success.
Most marketing organizations churn out whitepapers by the boat load. But few have established best practices for this age-old stand-by piece of sales collateral.
In today’s fast-paced marketing world, you must appreciate who your consumers are and how they live. Only then can you deliver a product that improves their lives.
Your corporate brochure is probably the most important, and costly, piece of collateral you will produce. But … do you need one? Many times the answer is "yes." However, there are times when the answer is a resounding "no."
Your corporate brochure is the king pin of your collateral arsenal: it sets up the key messages and positioning for all your other marketing documents. As such, it is probably the most important piece of collateral you will produce. It…
The aim of every brand should be to delight the consumer at two critical "moments of truth" — when they buy a product and when they use it. To achieve this goal, we marketers need to put the consumer at…