Discovering New Franchise Solutions
In his recent book, Franchising: The Inside Story, author David Foster points out that the “franchise phenomenon is both a driving force and a reflection of public tastes in food, fashion, and personal services.” All over the world, he notes, franchises are transforming simple ideas into fulfilled dreams. With franchise businesses making up 50 percent [...]
Locking in Content Freshness
To keep website content fresh, there are varied opinions – some experts say to update at bare minimum once a month, while others say at least once a week depending on your topic. But when it comes to marketing materials, such as direct mail pieces or company collateral, keeping content fresh focuses less on frequency [...]
Stay True to Your Brand
Conservative. Focused. Slow and steady. These aren’t the buzzwords bandied about in modern-day marketing circles, but they are still the words Mike Friedman, Director of Interactive Marketing for Darden Restaurants, used to describe Red Lobster’s brand philosophy in a recent presentation at the Florida Direct Marketing Association. Yet, in spite of what many would think [...]
Strong Brand IDs CAN Exist Through Local Channels
A Brand ID is characterized by a number of attributes that define the personality of your brand to your customers. These can include: Visual: Graphics, Symbols, and Icons Content: Messaging and Slogans Philosophy: Service, Value, and Support Brand IDs are built strong, but maintaining that strength can be a challenge, especially when your brand and [...]
After MAM: Smart Strategies for Distributed Marketing Partners
According to new research study published by Aberdeen Group, top-performing marketing organizations are meeting the challenges of making the marketing content more readily active and available, through the deployment of marketing asset management (MAM) solutions that centralize the approval and management of digital marketing assets. Managing Brand Compliance in Distributed Marketing Environments, which examined 136 [...]
Get the Most Out of Your Channel Strategy – and Data
However you support your local marketing channels, make sure you don’t lose sight of something very valuable – data. This data can range from participation and activity levels of channel involvement to the response rate of marketing assets across mediums. So what do you do with all of this valuable data? Build Relationships Sixty three [...]
Data Builds Customer Loyalty and Retention
In today’s economy, retention of customers is the foremost goal among businesses. And building customer loyalty has become the top priority – especially when a five percent increase in customer retention can potentially augment revenue by more than 100 percent. In fact, in a recent report by the Aberdeen Group, 100 retail organizations were surveyed [...]
Local Marketers Use Direct Mail to Keep Top-of-Mind
In a previous blog post, we discussed optimizing e-mail marketing communications as a viable medium before pursuing a social media strategy. In a similar fashion, Direct Mail marketing should also be highlighted as a practical medium for connecting to customers and prospects. Advantages over E-mail Despite having a higher cost than e-mail marketing, Direct Mail [...]
