February 17, 2014
Anatomy of a Smart Direct Mail Letter: 7 Copywriting Tips
How a life insurance direct mail package uses 7 classic direct mail copywriting tactics to produce a smart, effective direct mail letter. ...
View More
Marketing Campaigns Tag
January 31, 2014
Is That Super Bowl Ad a Smart Marketing Strategy?
The Super Bowl is the most-watched event on live television. Marketers spend millions to buy 30-second ads. But many of those ads will fail. How can you tell if a Super Bowl ad is a smart marketing strategy? Here's an encore post about to evaluate the marketing effectiveness of Super Bowl advertising from my viewpoint as a marketing consultant. I'll be tweeting comments throughout the game; follow me on Twitter: @jeangianfagna...
View More
January 30, 2014
Content Marketing Expert Joe Pulizzi Shares Strategy Tips
Content marketing is essential to every smart marketing strategy. But what exactly is content marketing? And how do you do it right? The world’s expert on content marketing is right here in Cleveland: Joe Pulizzi, founder of the Content Marketing Institute, publisher of Chief Content Officer, noted author of a new book, and the genius behind Content Marketing World, the biggest global conference for content marketing practitioners. Pulizzi shared tangible steps to take in 2014 with content marketing at a recent meeting of the American Advertising Federation-Cleveland. Here’s what he had to...
View More
January 27, 2014
Mocking or Mean? When Ads Go Too Far to Be Funny
One of the most common creative approaches in advertising is making fun of someone or something. When it’s on point, an ad that mocks can engage and entertain. But when it goes too far, it feels mean, casting the marketer in a bad light and unsettling the audience. How do you know when funny goes too far in advertising? Here are five tips for developing a creative approach for your smart marketing strategy that mocks without being mean....
View More
December 31, 2013
10 Bad Marketing Habits to Break in the New Year
ven the best marketers can find themselves stuck in bad habits – harmful behaviors that limit the effectiveness of marketing campaigns and waste valuable marketing resources. Like breaking any bad habit, the New Year is a good time to make a fresh start. Here are 10 ways you could be hurting your marketing and recommendations for a better approach from a Cleveland, Ohio marketing consultant....
View More
December 19, 2013
“Be Different!” How a Cleveland Marketer Keeps It Creative
Dan Malley is a third-generation chocolatier in Cleveland, Ohio with 21 bright pink and green retail candy stores across the region. He’s also one of the area’s most creative marketers. Here’s how a savvy retailer in Cleveland consistently comes up with fresh ideas for a smart marketing strategy....
View More
December 12, 2013
7 Smart Reasons to Use Catalogs in B2B Product Marketing
Before the web, marketers of business products relied on direct mail catalogs as their primary selling tools. But now everyone shops online. In a web-based world, do B2B product marketers still need print catalogs? Yes: Here are seven reasons why print catalogs continue to play an essential role in a smart marketing strategy for marketers of business products....
View More
December 2, 2013
5 Business Fundamentals That Lead to Great Marketing
Behind every great marketing success story is a great business — an organization with such a strong foundation that the marketing (almost) comes easy. Here are five fundamentals of a successful business that are essential for a smart marketing strategy, based on my experience as a marketing consultant....
View More
October 25, 2013
Association Membership Marketing: 12 Steps for Success
Member acquisition is a constant challenge and a top priority for most trade associations. Who do you target? How do you reach prospective members? And how do you convince them to join your organization? Here’s how the American Advertising Federation-Cleveland (AAF-CLE) developed a successful membership marketing strategy and campaign that exceeded its goals and laid the foundation for future member acquisition....
View More
September 19, 2013
11 More Timeless Tips for Smart Marketing
How to be a smarter marketer:11 more timeless tips for creating smart marketing strategies from Cleveland, Ohio marketing consultant Jean Gianfagna -- part 2 of a 2-part post...
View More
