Direct marketing is used by many marketers to generate sales, in both business-to-business (B2B) and business-to-consumer (B2C) enterprise. The same technique also can be used to test and optimize your selling proposition, and various elements of an advertising campaign. My mantra is “test before you invest.” The definition of “direct marketing” is the delivery of promotional messages directly to prospective …
Retiring from the UW
I have had to honor and privilege of teaching at the University of Washington School of Business for the past 10 years. The conclusion of this Spring quarter marks the beginning of my retirement. I tried to sneak out quietly…that didn’t happen. This UW article capsulates my teaching career and motivation. I want to thank Dean Sandeep Krishnamurthy, for giving …
How to Target the Right Market
Most businesses fragment their marketing and advertising budget. This is the case becasue of targeting the wrong segment or far too broad a market to have an impact. Andrew Ballard and Pete Talbott explain a simple process on how to improve your target marketing. And this process will significantly improve your return on invest. Click Here to listen to our …
Craft the Right Message for Success
This is the second article in a series of four being distributed through OneAccord’s partner network. Please click on (or copy/paste) the link below to go to that article: Craft the Right Message for Success https://wp.me/p3LkJd-3gQ
Have You Profiled Your Customer Persona?
A few years ago I wrote a column—The Four Secrets to Marketing Success—that generated far more response than usual. That feedback inspired me to provide more detail on each of the topics. This is the first of a four-part series that breaks down the four fundamental truths of generating a greater return on marketing investment. The four secrets to marketing …
Big Advertising Agencies Often Demonstrate the Wrong Approach
Here is a link to an article I wrote for the Herald Business Journal that they just published. It’s a great demonstration of how I’m still causing trouble in my industry. That’s OK, I still love the haters. Big ad agencies make decisions that often aren’t the best for your firm
How to be heard
Rarely do I share other contributors content…but this post from Seth Godin is too powerful and true to ignore…I had to share it. This is his Daily emil message on “How to be Heard.” Do your homework. Show up with contributions and connections long before you bring your opinion. Save the snark for later. Pay your dues. Speak up about …
The Four Secrets to Growing Your Business
Author’s note: this article is based on a presentation I did on September 19, 2016 at the National Association of Background Screeners conference in Palm Springs. I would like to thank our sponsor, NetForce Global. When it comes to growth strategies, and promoting a business or brand, I’ve found that many business owners and marketers make the process too complicated. …
What is your customer retention ratio?
You have most likely heard the adage, “It costs less to retain a customer than it does to replace a customer.” Yet, after a thousand phone inquiries I’m still waiting to hear, “We need help with a retention program.” Have you calculated your customer retention ratio? Depending on your industry, it costs three to 10 times as much to replace …
Done right, PR can be an effective promotional tool
One of the most powerful and credible ways to promote your company can also be the least expensive. Done right, public relations can generate awareness, improve your public image and stimulate sales. But first, you have to get covered. Before you get started, it’s important to understand the function of public relations. It is used to either manage a crisis …