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Author: jeangianfagna

Gianfagna Strategic Marketing / Articles posted by jeangianfagna (Page 11)
April 16, 2013
Advertising CRM Marketing Campaigns Marketing Strategy Uncategorized

A Peek Inside the C-Suite: CMOs Re-define Marketing’s Role

Chief marketing officers at top companies are using customer insights and passion to build brand equity and increase the strategic value of marketing within their companies, according to new research by Dr. Rachel Talton, an award-winning marketing and branding consultant, researcher, and author in Cleveland, Ohio. Here’s what Talton has learned about today’s CMOs and some tips for how marketing agencies can help clients create smarter marketing strategies....

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by jeangianfagna
March 29, 2013
Advertising B2B Marketing Creative Marketing Campaigns Marketing Strategy Uncategorized

Should You Hire that Marketing Agency? 7 Questions to Ask

Choosing a marketing agency to help you develop and execute a smart marketing strategy is a critical decision for your business. But how do you know if a new agency is right for you? And how can you avoid making a mistake? Here’s some advice for advertisers about evaluating agencies, from my experience on the agency side and as a former client....

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by jeangianfagna
March 12, 2013
Advertising B2B Marketing Creative Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Sales Strategy Uncategorized

More than Swag: Why Branded Premiums are Smart Marketing

Branded premiums and promotional products can be an extremely effective tactic in a smart marketing strategy, especially for business-to-business (B2B) marketers. Here’s why you should be using branded premiums and seven tips for selecting a premium for your business....

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by jeangianfagna
March 4, 2013
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

Marketers, Please Stop! 6 Creative Themes to Banish Forever

It was the Honda Presidents' Day Sale TV spot that finally put me over the edge: Yet another marketing campaign with an overused creative concept that makes consumers roll their eyes and wonder what marketers and their agencies are smoking. Why do so many marketers continue to develop ad campaigns that have no originality or insult the audience? Can’t we agree as agencies and marketers to stop the madness? As a marketing consultant, I’m sure I speak for millions when I say I’ve had enough. Here are six marketing approaches I’ve seen...

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by jeangianfagna
February 19, 2013
B2B Marketing Creative Marketing Strategy Uncategorized

7 Tips for Creating a Powerful Tagline for Your Brand

A brand identity is an organization’s public face. The visual representation of a brand – the logo – is often paired with a short marketing tagline that positions and differentiates the brand in the marketplace. The tagline’s role in branding is straightforward: Communicate the company’s most important advantage, benefit, or point of distinction in a few compelling words. But it’s harder than it looks – and most marketers fail. In part two of this two-part post, here’s advice for creating a powerful positioning tagline for your brand in a smart marketing strategy. ...

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by jeangianfagna
February 14, 2013
Advertising Creative Marketing Strategy Uncategorized

Branding Strategy: The Power of a Positioning Tagline

Which candy “Melts in Your Mouth, Not in Your Hand"? Which car is “the Ultimate Driving Machine”? Which auto insurance company puts you "in good hands"? If you're an American consumer, you know the answers to these questions without even having to think, because smart marketers like Mars, BMW, and Allstate have created unforgettable positioning taglines that have become powerful components of their brands. What is a positioning tagline? Does your brand need one? And how do you create a great one? In part one of a two-part post, I explain why...

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by jeangianfagna
January 29, 2013
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

Is That Super Bowl Ad Effective Marketing? 7 Ways to Judge

An estimated 111 million people will be watching this year’s Super Bowl and a recent survey showed that many American adults prefer watching commercials to watching the game. That’s why marketers are willing to spend an average of $3.8 million for a 30-second spot. When you have an audience that big and that eager to hear your message, your ad had better be great. But how do you know if an ad campaign or creative concept will be a winner -- or be worthy of such a huge marketing investment? What makes...

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by jeangianfagna
January 2, 2013
Creative Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

Don’t Underestimate the Power of “Old School” Direct Mail

Social media and web marketing have pushed direct mail to the back burner for some marketers, but a classic direct mail package, using all the tactics and techniques that have been tested for generations, can still be a powerful marketing tool. Here’s why “old school” direct marketing still packs a punch – and some tips for using it in your smart marketing strategy....

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by jeangianfagna
December 19, 2012
Advertising B2B Marketing Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Sales Strategy Social Media Uncategorized Websites

10 New Year’s Resolutions for Smart Marketers

At the beginning of a new year, most of us will resolve to live healthier lives and clean out our closets. New Year’s resolutions also can extend to marketing – and many smart marketers use the turning of the calendar page to make some long-overdue changes to their marketing strategies. Here are 10 resolutions to make your marketing more effective in the New Year....

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by jeangianfagna
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