Work Your Target Market’s Brain to Keep You in Mind

When you want to get – and keep – your target market’s attention, consider your competition. No, not your competitors, although you definitely need to be mindful of them. In this case, we mean whatever else in your audience’s immediate environment is commanding their focus at the same time your message is trying to grab …

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Who Do Your Consumers Think They Are?

“Who do you think you are” used to be asked of people when they said or did something rude or presumptuous. But now, it’s an important question that provides valuable insight into what motivates your target market to buy. Tropical Telcom Dealers Info Welcome to the world of identity marketing. According to Robert Maxwell – …

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Adjust Your Brand’s Halo and Let it Shine

This month’s column offers divine inspiration from marketing expert Al Ries. Although he wasn’t the first to observe that attractive people “tend to be perceived as more intelligent, more successful and more popular” than the usual run of humanity, he placed this phenomenon – known as the “halo effect” – within the context of marketing …

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Change and Rearrange: Keeping Your Brand Relevant

Brands that don’t keep up with changes in the market fall behind. This is an obvious observation, yet one that you should say out loud to yourself, your R & D department, marketing department and any other relevant people in your company on a regular basis. Coming off of 2007 International CES, we saw brands …

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In-the-Trenches Tradeshow Tactics

When you’re dutifully manning your booth at 2007 International CES and introducing your latest and greatest products, you probably think you’ve already done everything possible to make sure that distribution and retail decision-makers stop by for a profitable visit. However, there are a few additional steps which can help you make the most of the …

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Building Business with E-mail Newsletters

In this brave new world, getting your company’s message out should be an essential part of your multi-channel marketing efforts. For approximately one-third the cost of producing a traditional printed newsletter, your business can work with an agency specializing in interactive media to create and distribute a dynamic e-mail newsletter that reaches an unlimited number …

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Advertising, Marketing and PR Tips

Embrace Your Brand: The Basics of Establishing Brand Identity Nike is cool, Red Bull is fun and hip, and Harley-Davidson speaks to the rebellious soul. While each brand is unique, the commonality is a strong identity. There may be shoes, energy drinks and motorcycles that perform (or taste) better, yet each of the brands has …

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