Campaign managers play a vital role in the marketing process. It’s the campaign manger’s responsibility to ensure that the results of any given campaign align with the objectives of the marketing plan – not to mention quietly making account mangers look good to clients and higher-ups. In es ...
Prospects will not read marketing messages message unless you give them a good reason to do so in the headline. In most marketing communications, no matter how striking the graphics used, the headline is critically important. The majority of your prosepcts will read little more than the headline whe ...
Segment your target audience. If you are using the same piece of marketing collateral for all of your target markets you’re probably making a mistake. Some market segments respond to one stimulus and others to another. Be topical and pay attention to what’s going on in the world. Look f ...
Primary market research can be employed at any stage in the creative development process. But marketing research is especially useful at the rough execution stage. At that point the creative concept is sufficiently developed to embark on a rough execution of the marketing vehicle. At the rough e ...
Yesterday I received a sales brochure in the mail from a business-to-business technology company. No letter, no envelope. Just a first-class stamped and tabbed sales brochure addressed to me. Never mind that it was poorly designed and printed. I’ve seen ugly outpull pretty too many times to make a ...
