Yearly Archives: 2002
Creating a Direct Response Campaign?
With any sport, you have to master the basics before you can get good at your game. Same goes for creating impactful direct response programs. So what are the basics for producing direct response campaigns that will bring you winning … Continue reading
Functional vs. Emotional Benefits.
You can’t drive emotional benefits to the bank, but you can bank on emotional benefits. As a purchaser in today’s marketplace, we can choose from an astounding array of brands. For many categories, there is little product differentiation yet a … Continue reading
What is the Value of Your Brand?
Every year, Business Week magazine publishes a ranking of the most valuable global brands conducted by Interbrand, a unit of Omnicom, Inc. The winners are the big names we all know and expect to top the list: Coca–Cola, Microsoft, IBM, … Continue reading
An Electronic Brochure?
In today’s fast-paced world, sales people often don’t feel they have time to wait for a printed brochure to make it through the mail to their prospects. They want to have the ability to send their prospects something IMMEDIATELY. So … Continue reading
The Purpose of a Corporate Brochure
Sometimes a “corporate brochure” will be a marketing piece that’s recommended as part of an overall communications strategy. So under what circumstances does a corporate brand brochure make sense? What purpose does it serve? And what is its role in … Continue reading