Tags archives: yellow-pages

What's your marketing strategy when your product becomes the target?

Military Recruitment Challenges   November 11th is Veterans Day in the United States. It’s a day set aside to thank and honor living veterans who served honorably in the military – in wartime or peacetime. My son is a veteran. He served in the 4th Brigade of the 3rd Infantry Division and spent time in Iraq.  The 4th Brigade is the 3rd Infantry Division’s “Vanguard Brigade.” By definition, vanguard means […]

How to Leverage the Difference Between Shoppers and Buyers

Some 18% of small-business owners surveyed in April said they are working a second job, according to the latest findings from the American Express Open Small Business Monitor. It’s an indicator that many business owners are experiencing challenges in an economic environment that they haven’t faced before. It also sheds a new light on the lead generation process. The media landscape has expanded with a proliferation of channels touting more […]

Pay-for-Performance Marketing in a Down Economy

As the economy continues to sputter, many marketers are dealing with shrinking advertising budgets by leveraging performance-based advertising initiatives to help generate qualified sales leads. Pay-For-Call (PFC) is a performance-based advertising medium that delivers customer inquiries to advertisers via the telephone. PFC programs also help marketers reduce risk through greater accountability and measurement since advertisers only pay for leads that meet a minimum call duration. Local service based businesses, including; […]

Generation Gaps, Marketing Media, and the Plumber

The marketing agency I work for is often approached by local Universities to work with senior business students on their capstone marketing courses. This spring we helped one class work through a marketing media planning session focused on one of our national plumbing clients. The students did an excellent job. In fact, I was impressed with their recommendations to leverage social media in addition to the print and interactive yellow […]

Life Event Marketing that is Relevant, Timely and Permission Based

“Will it play in Peoria?” It’s a timeless question with special meaning. During the heyday of American vaudeville, the answer to that question determined whether a show would be a hit or a flop. The thinking was if it wasn’t acceptable to those in the heart of America’s heartland, there was no chance it would make it anywhere else in the country. If it didn’t receive strong approval the show […]

Is Print Advertising Dead?

My article “Customer Intelligence Is Meaningless If You Don’t Tie It to Strategic Action” has received thousands of views. In fact, I’ve also had several organizations ask if they could reprint the article in their training materials as a way of demonstrating the importance of customer service and its impact on the customer experience. One aspect of my article that is rarely commented on, but is no less important, is […]