Powerful brands are developed through careful planning and extensive work. Brands are not only memorable names, but a set of differentiating promises that link a product or service to its customers. ...<< MORE >>

We all talk about ROI and the need to make advertising more accountable, more measurable. Today, working with business owners of small- to mid-sized companies, I’ve witnessed, time and again, the voice of anguish: ‘We’re doing some radio on WXXX 99.9, and nothing is happening.’ << MORE >>

Think you can’t afford to implement any effective marketing tactics? Think again. Here are five ways to make a splash on a shoestring budget. Eager to expand your client base and spread the word about your products and services? Wondering if you should even bother with marketing programs if you don’t have thousands of dollars to spend? The answer, of course, is yes! << MORE >>

Remember the 4 R's… Reach + Repetition = Retention + Response = ROI

Reach. Many a direct campaign has faltered due to not having a qualified list.  The foundation of a direct campaign relies heavily on this list being resourced.  I know of one investment company that thought they had a qualified list that found out 12% of the list went to minors as another 2% were undeliverable because the recipient was deceased.  ...<< MORE >>