Marketing

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Good Article: 10 Harsh Truths About Corporate websites

Submitted by Jean E. Gazis on Wed, 2009-02-11 15:31.

I got this link from a Facebook friend, and it's well worth a look for anyone interested in building better websites. 10 Harsh Truths About Corporate Websites by Paul Boag.

Here's a great quote: "if you build a website for everyone, it will appeal to no one." There are is also some great stuff on content management systems and social networking.

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And Speaking of Email Newsletters...

Submitted by jgazis on Sat, 2008-12-13 06:51.

I've recently been moving all my personal email over to a new account, and I can't believe how many newsletters and organizations have an unsubscribe link that's simply that, with no way to easily change your email address or sign back up. What a missed opportunity!

Marketers, if I have to specifically go back to your site to find the newsletter signup again, or jump through hoops trying to guess what login I might have used 3 years ago somewhere, I'm a lot less likely to opt in. Make it easy for me!

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Brilliant Online Marketing

Submitted by jgazis on Fri, 2008-09-12 11:12.

I stumbled across (ha! - I was targeted by-- ) this terrific bit of online advertising for the Honda CR-V. I followed a link from the top of my Gmail that said "Are you craving pizza? - www.honda.com - Whatever you're craving, the Crave Reader can guess. Try it out." (Note: The links don't seem to go to the same page now. I don't know why they wouldn't leave the ad up, but apparently they didn't.)

Who can resist an Internet quiz?

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"Content Has Never Been More Important"

Submitted by Jean E. Gazis on Thu, 2008-08-28 11:05.

I came across this interesting article in Chief Marketer's "Marketing ROI" e-newsletter. The gist of it is that the current trend in marketing is towards analytics, which are of course very important, but not meaningful unless balanced with compelling content.

"Customers see only the creative elements of marketing, the content, and they expect it to be good... Ultimately, human beings react to content.

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The More Things Change...

Submitted by Jean E. Gazis on Mon, 2008-06-30 21:19.

One of the last pieces of sales collateral I wrote when I worked for Ziff-Davis Central Ad Sales almost ten years ago (!) was about the need for continuous advertising and marketing during slow business periods, headlined Slow Times Call for Fast Action.

Fast forward to the current downturn, and – what do you know? – the very same advice turns up in The Entrepreneurial Mind blog on my Google Reader, linking to a newspaper article titled Don't ease up on marketing in these slow economic times.

I said: "Coasting is no way to win a race. During a period of slow sales, one of the first things you may be tempted to do is cut costs by reducing your advertising budget. It may seem like an obvious move, but it’s the wrong move... you can’t get something by doing nothing. When times are good, advertising is important. And when they’re not so good, it’s essential. A strong marketing program — selling to new customers, expanding into new markets, increasing ad spending — will solidify your customer base, take business away from less aggressive competitors, and position your business for future growth."

He says: "One of the expenses that entrepreneurs are tempted to cut back on is marketing. However, a weak economy is not the time to cut back on communicating with your existing and potential customers... With customers cutting back on their spending, small business owners must fight even more aggressively to maintain their revenues. That is why marketing and advertising become more important than ever."

I still think that was one of my best pieces. It's nice to see that it's as true as ever.

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Advertising (Print/Web)




Box of Rain adCelebrate Brooklyn! Program Ad for Consulting Firm

Sponsor ad for Celebrate Brooklyn! concert series printed programs and website. Corporate logo, ad concept, copy, and graphic design.



Therapy adCelebrate Brooklyn! Program Ad for Counseling Services

Sponsor ad for Celebrate Brooklyn! concert series printed programs and website. Copy adapted from yellow pages ad, design, typography, layout.

“This looks great, thanks for sending it over to us so quickly!" – J.K., Celebrate Brooklyn





Concert Program Ad for Technology Consulting Firm

Sponsor ad in programs and on website for Celebrate Brooklyn! concert series. Concept, copywriting, and graphic design.


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Giving Away Ideas

Submitted by jgazis on Tue, 2008-06-10 12:03.

I've let my public radio membership lapse but I will rejoin one of these days. Meanwhile I sent in a website suggestion, and I think they're going to use it:

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Business Cards Rant

Submitted by jgazis on Tue, 2008-04-01 12:13.

I've been scanning business cards collected from various networking events to get the contact info into a database. I can see why someone might want a two-sided card to put a nice big logo or tagline on the back. But why, why, WHY would anyone design the card so that the actual business name and URL – or worse, their name and title – don't also appear on the front of the card at all? That is just stupid, people!

Effective Marketing Rule #1: Put all the information people want where they can get it easily!

Marketing Links

Anne Holland's Which Test Won? Test your marketing instincts.
American Demographics Always fascinating.

DMA Guidelines Quick Reference page

Newsletter Biz: the Newsletter on Newsletters

Survey Monkey Do-it-yourself market research.

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Good Article on PR in the Age of Google

Submitted by Jean E. Gazis on Tue, 2007-07-03 14:38.

This is from the Chief Marketer newsletter/website, and has several good suggestions for small business PR.

"The public relations profession has long based its rationale for being on delivering 'credibility' to clients via positive media coverage. This has traditionally meant coverage in the business and trade press, news and personality magazines, programs, etc. But in our digital age all this scatter-shot media exposure has been distilled to a single word 'Google' both verb and noun, which has emerged as one's most important credibility quotient.

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