Large and small businesses alike have hundreds of options when it comes to choosing items to carry their company logos. Mugs, mouse pads, and wall calendars in myriad configurations abound, just waiting for a little decoration before they start displaying a business’s name to the public. But what are the best items to choose from among the offerings (there are literally hundreds of options)? Here are some factors that can make or break your branded merchandise. Use – No matter what size your business is, you want to put your logo on items that will be useful for the recipients, especially if the merchandise is a free giveaway. Items that are free for customers but not useful are more likely to be discarded. So it’s best to imprint your logo on tools that current or potential customers use every day. Here are some examples: Writing utensils such as pens and pencils Office supplies like magnetic clips Paper products such as sticky notes and note pads Electronics – If your main customer base is made up of tech-savvy Millennials, you can target them with useful electronic items that are likely to be in heavy rotation on a daily basis. Consider these items for […]
Whether you're a CEO of a Fortune 500, a growing company big enough to afford a marketing person or two, or a small business where you're wearing the CEO, CMO and a billion other hats it all boils down to a few basic things. Here are five simple things to remember when you're building or reviewing your marketing plan in 2016.
“New Year, New Me” may be a tired old phrase, but “New Year, New Marketing Plan” is a great resolution to set your business off on the right foot for 2016. If you’ve never created a marketing plan before, or if your plan could use a refresh, my free eBook How to Write a Marketing Plan in 15 Minutes a Day makes it easy for you to come up with a plan that will truly benefit your business. As the title suggests, the exercises in the book, accompanied by insight, take just 15 minutes a day. In 1 month, you’ll have the foundation of a robust marketing strategy. Beyond that, the book also delves into specific tactics (yes, there’s a difference between strategy and tactics – the book covers that, too!) you can use to grow your business this year. From identifying your best customer to evaluating your existing programs and culling what’s not working, to employing integrated marketing communications to increase marketing ROI, the eBook is full of wisdom that can make 2016 the year your marketing succeeds. Find out more about the eBook or download the PDF and get started. As always, I’m here if you have questions, so comment away!
It's every marketer's dream to create a viral sensation with a website, produce or service, generating an enormous amount of positive word-of-mouth and a slew of new customers. What most people don't understand is that viral marketing is more math than art. Here's a quick primer on how marketers use K-factor to chase virality.
I’m a huge fan of using personas to help drive strategy and tactics, as you probably know from recent blog posts. It always surprised me, however, that many traditional marketers (outside of the food and beverage industries) shy away from personas. In most cases, it’s a lack of understanding and an old-fashioned perception. Here are the main misconceptions about creating and using personas I’ve run across with marketers Personas don’t describe behavior, so they’re useless for targeting. If you’re really trying to boost your marketing communications results, personas must contain a huge amount of information about behavior. If you’re involved in influencer marketing, you need to know where those influencers receive their information. If you’re selling glasses, you need to understand the common problems experienced by those in spectacles. Some (mainly traditional) marketers only think of their customers in terms of demographics, psychographics and possibly values. They don’t understand how to analyze for behavior and therefore are unable to add that information to their personas. Digital marketing is all about the numbers therefore personas are irrelevant. On the flip side of this argument, we have a large number of digital marketers who insist that everything can be achieved if you analyze your quantitative results often enough. […]
As a business owner, you are always on the lookout for ways to attract more customers. If you have “become more mobile friendly” on your to do list, you are wise; Annalect notes that the smartphone-loving millennials are more likely to expect the places they shop to have a mobile-friendly website or app. With this in mind, the following tips can help your business operations to mesh with mobile technology: 1. Incorporate Responsive Design It’s imperative to have a business website that is easy to access on a wide variety of devices. The responsive design method involves using flexible layouts and images and will let the site determine which screen size the potential shopper is working with, and then alter the layout according to this information. Thanks to responsive design, website developers can make a site that customers can view on smartphones, tablets, laptops and desktops, instead of creating a separate mobile-friendly website. 2. Have a Solid Social Media Presence While some of your customers will learn about you solely from your business website, don’t underestimate the power of social media. Post your various social media links on your most important social media outlet and post regularly to keep your […]