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Gianfagna Strategic Marketing / Blog  / Advertising (Page 6)
Customer Testimonials in Marketing | Gianfagna Strategic Marketing Ohio
December 5, 2011
Advertising B2B Marketing Creative Marketing Campaigns Marketing Strategy Uncategorized Websites

10 Ways to Get Great Client Testimonials for B2B Marketing

There’s nothing more powerful in marketing than a testimonial from your customers about the value of your products or services. That’s why so many smart marketers, especially companies that sell business-to-business (B2B) professional services, use client testimonials in their advertising, sales presentations, brochures, and websites. So how do you get a client to give you a great testimonial for your marketing campaigns? Follow these 10 tips....

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by jeangianfagna
Branding Preferences in Young Children | Smart Marketing Cleveland
October 13, 2011
Advertising Marketing Campaigns Marketing Strategy Social Media Uncategorized

Branding at Birth: How Young is Too Young for Marketing?

Did you see the recent article in Adweek about efforts by major consumer marketers like Disney to establish brand preferences in children ages 0-3? The Next Great American Consumer by Brian Braiker provides a fascinating look at this development. Braiker says branding at birth is “a trend—fueled in part by the growth of digital devices—toward aggressively targeting a demographic that didn’t exist, in marketers’ eyes, until recently: infants to 3-year-olds. By getting their logos and iconic characters in front of babies—even those with still-blurry eyesight—they hope to establish brand-name preference...

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by jeangianfagna
May 11, 2011
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

Can Your Marketing Campaign Pass the “Huh?” Test?

A marketer has a few seconds at best to engage the audience in an ad or marketing message. But many marketers forget this simple fact when they develop marketing campaigns using elaborate or confusing creative concepts. When the audience’s reaction to an ad is “Huh?” instead of “Wow!,” it’s a painful waste of marketing resources. Here are three examples of advertising and marketing campaigns that fail the “Huh?” test – and three tips to avoid making mistakes like this in your smart marketing strategy. ...

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by jeangianfagna
April 29, 2011
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

How Cleveland Marketing Agencies are Winning Big Accounts

You’d expect marketing agencies on Madison Avenue and Michigan Avenue to be producing world-class work for big companies. But how about marketing agencies in Cleveland, Ohio? Major marketers can choose agencies anywhere in the world, yet more and more are selecting marketing teams in Northeast Ohio. Top executives from three regional agencies and a large Midwestern bank explained why global brands and other market leaders are “Choosing Cleveland” at a NOCA (Northeast Ohio Communications Advocates) Forum at the Cleveland Plain Dealer on April 27. Here’s how these local firms are landing prestigious accounts...

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by jeangianfagna
March 29, 2011
Advertising Marketing Campaigns Marketing Strategy Uncategorized

New Prospect, Bad Client? 7 Red Flags for Marketing Agencies

Every advertising and marketing agency is in a constant search for new business. But as a marketing agency president, I’ve learned the hard way that not all prospects should become clients. Even if you're a marketing agency looking to grow, sometimes it's smarter to walk away from prospective new business than enter into a bad relationship. How do you know when to stay or go?Here are 7 warning signs that a new prospect could become a bad client for your marketing agency....

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by jeangianfagna
March 15, 2011
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

#FAIL: The 11 Most Overused Creative Themes in Marketing

A fresh creative concept is crucial for effective advertising and a smart marketing strategy. But too many advertising and marketing campaigns recycle the same, tired creative themes and copy phrases over and over and over. This is more than annoying. It’s a guaranteed audience turn-off and a misuse of the marketer’s resources. Here’s the 2011 edition of my annual list of the most overused creative themes in marketing. How many do you recognize?...

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by jeangianfagna
February 15, 2011
Advertising B2B Marketing CRM Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

The 7 Most Important Things to Do with a Sales Lead

Business-to-business (B2B) marketers often use such tactics as direct marketing, e-marketing, advertising, trade shows, and web marketing to generate sales leads. But a smart lead generation marketing strategy goes well beyond the creation of the marketing campaign. If your goal is to build a relationship with a business prospect, increase your sales conversion rate, and maximize the value of your sales resources, you need a careful plan for what happens after the lead comes in. Here are the seven steps you should take with a marketing-generated sales lead to achieve success....

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by jeangianfagna
February 7, 2011
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

Which Super Bowl Ads Were a Smart Marketing Strategy?

Super Bowl XLV is history and so is the advertising that generated so much buzz and discussion before, during, and now, after the game. Best and worst ad lists are everywhere after a Super Bowl, and there generally is agreement among marketing experts about the winners and losers. But when you look more closely at Super Bowl ads, a smart marketer has to wonder about their strategic marketing value. According to the Wall Street Journal, marketers spent $2.8 million to $3 million for a 30-second spot during this year's matchup. Did the...

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by jeangianfagna
February 3, 2011
Advertising Creative Marketing Campaigns Marketing Strategy Uncategorized

Talkin’ About My Generation? Using Cultural References in Marketing

“Pay no attention to that man behind the curtain,” I heard a marketing consultant say in a recent meeting. I knew he was quoting the scene from The Wizard of Oz when Toto pulls back the curtain to reveal that the Wizard is just an ordinary man. But judging by the puzzled looks on their faces, the twenty-somethings in the meeting had no idea what he was talking about. Situations like this don’t just make you feel your age. They painfully illustrate the fact that cultural points of reference are constantly shifting...

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by jeangianfagna
January 27, 2011
Advertising B2B Marketing Creative Marketing Campaigns Marketing Strategy Uncategorized

What Makes Bad Advertising So Bad? It’s Not Believable

When an advertising campaign is so bad it makes you groan out loud, there’s usually a simple reason: It’s not believable. The worst offenders are campaigns that attempt to portray real-life situations. The dialogue often is so forced or the setup so phony that your only reaction is to roll your eyes and think, “Yeah, right.” But lack of believability in advertising is more than annoying. It’s a waste of the marketer’s money. Here are two ways to achieve believability in your advertising and two examples of smart marketers, including one in Northeast...

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by jeangianfagna
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