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Author: jeangianfagna

Gianfagna Strategic Marketing / Articles posted by jeangianfagna (Page 22)
May 4, 2010
Creative Marketing Campaigns Marketing Strategy Uncategorized

Take Your Tired, Poor Advertising Phrases — and Ditch Them

Great copy is essential for an effective advertising campaign and a smart marketing strategy, but too many copywriters use the same tired phrases again and again in headlines and campaign themes. This is a giant waste of the marketer’s money. Here are seven advertising phrases we’ve seen used a hundred times and hope to never see again -- and why you should expect better from your marketing agency....

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

When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead. ...

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by jeangianfagna
April 7, 2010
Uncategorized

How to Avoid the 7 Deadly Sins of Direct Marketing Lead Generation

If your sales team often complains about the leads they receive from your direct marketing campaigns – or if you’re frustrated with lackluster lead follow-up and low conversion rates – you may be unwittingly committing one of the seven deadly sins of direct marketing lead generation. Here are the common mistakes business-to-business marketers make with direct marketing lead generation and tips on how to avoid them. ...

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by jeangianfagna
March 30, 2010
Marketing Campaigns Marketing Strategy Uncategorized

Turning Your Brand Name into a Verb: Why it Rarely Works

Is it true that the more you know, the more you Kohl’s? Is taking stock in the long term Vanguarding? And will you Bing it if you’re searching for something online? Kohl’s Department Stores, Vanguard Investments, and Microsoft are the latest marketers to try to turn a company brand or product name into a verb. It’s an old marketing strategy, but it rarely works. Here’s why. ...

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by jeangianfagna
March 11, 2010
Marketing Campaigns Uncategorized

Is It Time to Tune-Up Your Company’s Logo?

Your company's logo is the most visible element of your brand identity. But if your logo is more than five years old – or if there’s been a significant change in your mission, core services, customer base, or marketing strategy since your logo was developed – your logo may be due for a tune-up. Here’s how to evaluate and update your company logo to support a smart branding strategy. ...

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by jeangianfagna
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