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Author: jeangianfagna

Gianfagna Strategic Marketing / Articles posted by jeangianfagna (Page 20)
October 20, 2010
Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Social Media Uncategorized

What’s Driving Social Media Success? Traditional Marketing

Social media is all the rage in marketing, and with good reason. Just look at the numbers. Can you think of any other communications platform with more than half a billion users like Facebook? Or another forum where more than 90 million messages are posted every day, like Twitter? As people have flocked to social media, so have marketers. But new research by DDB Worldwide and Opinionway Research published in eMarketer reveals a surprising fact: The driving force behind social media success is outreach by brand marketers via campaigns...

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by jeangianfagna
October 6, 2010
B2B Marketing CRM Marketing Campaigns Marketing Strategy Uncategorized

7 Things Every Marketer Should Know About Their Best Customers

Are you hard at work on next year’s marketing strategy? If so, there’s a critical first step you should take for a more effective marketing plan: A thorough assessment of your best customers. If your company is like most, you have a core group of customers that drive a large percentage of your sales. Here are seven things you should know about your best customers in order to develop a smart marketing strategy. ...

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by jeangianfagna
September 27, 2010
Creative CRM Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

How Bad Direct Mail Can Sink a Customer Win-Back Strategy

Verizon says they want me back. But based on the direct mail package they just sent me, I don’t think they mean it. Reactivating lapsed customers is an important marketing strategy for every business. It’s easier to reengage a former customer than create a new one. If you’re using direct marketing to win former customers back, however, you’d better do it right. Here’s how a major marketer blew a customer win-back opportunity with poor direct mail, and five lessons for more effective win-back direct marketing. ...

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by jeangianfagna
September 17, 2010
B2B Marketing Marketing Strategy Social Media Uncategorized

Social Media for B2B Marketers: An Expert’s View

Social media marketing strategist and author Paul Gillin gave a thought-provoking presentation on the value of social media for business-to-business marketers at the PRSA meeting in Cleveland, Ohio this week. Here are some of Gillin's key points, which raise interesting questions for every B2B marketer seeking to develop a smart marketing strategy. ...

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by jeangianfagna
September 9, 2010
B2B Marketing Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

Secrets of the Mailroom Trash Can: 3 Lessons for B2B Marketing

There’s a giant trash can in the mailroom of my office building in Cleveland, Ohio. Every day, it fills up with discarded business mail. Sometimes I peek in the can to see what my fellow tenants have thrown out, and it’s quite revealing. Here’s what I’ve observed as a casual mailroom trash inspector, and three valuable lessons from this experience for business-to-business marketers who want to develop a smart marketing strategy....

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by jeangianfagna
September 1, 2010
B2B Marketing CRM Marketing Strategy Uncategorized

B2B Sales Communication: 5 Tips for 1-to-1 Success

Call it contact management, lead follow-up, or just good salesmanship: One-to-one communication from sales representatives to prospects is vital to a smart business-to-business marketing strategy. But how do you do it well? Here are five tips for creating a one-to-one sales communication plan that engages prospects in a dynamic sales dialogue with your company and converts leads to sales. ...

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by jeangianfagna
August 25, 2010
Marketing Campaigns Marketing Strategy Uncategorized

7 Simple Principles of a Successful B2B Marketing Strategy

Business-to-business marketing doesn’t have to be complicated or elaborate to be effective. In fact, the most successful B2B marketing is often based on a simple strategy: Deliver clear, relevant messages consistently well over time to carefully selected prospects. Here are seven principles of a simple but smart B2B marketing strategy....

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by jeangianfagna
August 18, 2010
CRM Direct Marketing Marketing Strategy Uncategorized

How a Sloppy List Can Sabotage Your Email Marketing

Savvy direct marketers know that the list is the most important factor in the success of a direct marketing campaign. That’s why so much time and effort goes into keeping mailing list data current and complete. But too many direct marketers fail to pay this same kind of attention to the cleanliness of their email lists. Case in point: The Wall Street Journal. Here's how a major marketer's poor email list hygiene ruined their promotion, and five lessons you can apply to a smart marketing strategy....

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by jeangianfagna
August 10, 2010
Creative Marketing Strategy Uncategorized

How to Select a New Logo: A Checklist for Branding Success

If you’re launching a new company, changing your company name, or revamping your brand identity, selecting a new logo will be one of your most important marketing decisions. The logo is the most visible element of your brand identity and the foundation of a smart marketing strategy. A great logo gets attention, sets you apart from competitors, and solidifies your position in the marketplace. A poor logo makes a permanently bad impression on prospects and confuses people about what your brand stands for. Here's a checklist of seven factors to...

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by jeangianfagna
July 29, 2010
Direct Mail Marketing Direct Marketing Marketing Strategy Uncategorized

A Direct Mail List Mistake Lives On Forever

Ms. Jean Gianfagna is tired of getting Mr. Gean Gianfagna’s mail. When I started a marketing consulting business in Cleveland in the early 1990s, someone who was compiling a direct mail list of small businesses made a typo in my name. I became Gean Gianfagna on this list and the compiler assumed that I was a man. It’s hard to believe, but nearly 20 years later, I still get direct mail addressed to Mr. Gean Gianfagna. This address has been so wrong for so long that I instantly discard any...

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by jeangianfagna
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