Marketing by accident - know a gift horse when you see it

Sometimes the most effective marketing happens by accident, and when it does, you just need to recognize that it's happening and jump on the opportunity. Know when you're staring a gift horse in the mouth - and enjoy the ride. […]

When to Go Big with a Bang

Sometimes we need to attack like it’s overtime and the next score wins the Super Bowl. Leave nothing on the sidelines. It’s time to go big. These are a few situations when a big marketing bang might win the big game and raise your sales numbers to another level. […]

Tale of Two Marketing Teams

When the marketing team gets it right - when they exhibit at the right shows, advertise in the right media and make contact with the right journalists – and put in the effort to generate leads and create opportunities, it’s critical for the other departments to take the baton and run with it when it’s their turn as part of a coordinated team effort. It only takes one rude person to drop the baton and scuttle the effort for everyone. […]

So Much Focus on the Medium, Don’t Forget the Message

Many marketing professionals obsess about finding the ideal mix of advertising, direct mail, publicity, social media, email, TV and other media, the “media mix” per advertising textbooks. Certainly, it’s effective to use several different channels but many of these marketers seem so focused on the medium and the ratio that they forget about the message. Remember, the point is to deliver a sales message. […]

Green is nice benefit but cost savings get sales

Green is a nice benefit but no competent manager is going to buy a product solely for its green benefit. They buy products, equipment and services either to increase sales or to cut costs, or both. […]

Get the power to put your competition on their heels

Tom Brady has pocket presence. Randy Johnson had mound presence. Mark Messier had locker room presence. Presence is not easily defined. It cannot be quantified. Yet we know it when we see it. This article addresses how presence inspires the sales team, attracts top talent, and pounds the competition into submission. […]

Why Discounts Often Fail to Lure Buyers

Price is a significant but not the most important factor in a buying decision. Discounting in and of itself can strip a product of its value. Here's what happened when I opened my mailbox to a slew of direct mailers offering major discounts. […]

If you're not helping you're hindering

It occurred to me today that a company running poor ads that push an uninspiring or off-target message in an amateurish or clichéd design style is actively hindering its own marketing efforts, just like at summer camp when my counselor explained that if you're not helping to paddle the canoe then you're hindering. […]

How I became a sales lead: tracking the intangible

After what I thought was a harmless "What if this room was bigger?" conversation, we had suddenly become hot prospects for a log home company. Like many such prospects, we searched the Web under "log home manufacturer new jersey" and found a handful of directories and pay-per-click ads. Some of the company Web sites instilled confidence and we left messages or emailed for details. We left other Web sites without contacting them at all. Do their marketing people know their online advertising attracted a hot sales lead? Probably not. Do they know their Web sites failed to advance a qualified lead towards the sale? Probably not. Here's how an example of how a prospect becomes a lead and, ultimately, a sale. […]

Aggressive sales team reap greatest rewards of advertising, publicity

When your marketing and public relations programs bring in qualified leads on a daily basis, it's easy for some sales people to rely on this treasure trove of ready-to-close leads and become passive towards prospecting for new business. As they devote their efforts to lead response and proposal development, sales meetings and follow-through, they close one sale after another - and another - and everyone cheers the sales reports. Could there really be anything wrong with this scenario? […]

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