brand thinking blog

Brand Thinking Blog

Recent Posts

  • Marketing Tactics to Believe In

    By

    Posted on August 23, 2011 at 8:32 am

    No, Marketing Sherpa is not a research arm of Greenfield/Belser, but their research results reflect the same priorities we preach to you.

    • Website design, management and optimization get more attention than any other tactic because this was  “rated as the most effective [marketing] tactic overall.”  To remind you why:  Your website is often the first tangible evidence buyers have of your firm. Getting buyers there is today’s marketer’s number one task.  Exciting them when they arrive is task number two. Marketing is the long arm of sales; sales is the handshake therefore it’s no surprise that…

    • Tradeshows are the second tactic marketers are likely to invest in most. They also gobble up the most money in “travel, booth rental, marketing to drive booth traffic, etc.,”  If, as our research shows, buyers wear their industry hat when getting to know you, your presence at industry events is a no-brainer. But remember the rule of thumb for events: invest as much promoting the event as the event itself costs. Shortchange investment and you shortchange results.

    • Email marketing gets the nod as the most “cost-effective marketing channel” but great email marketing is a source of investment, not savings. I often think (and say) that marketers are hired to realize a company’s goals yet, once hired, are only empowered to save money. Dumb. Who ever made money by saving money? I’m talking real money. If you don’t trust your marketing team to make wise investments, then they haven’t done a good job educating you or you haven’t done a good job listening.

    I like these questions that accompany the Marketing Sherpa results.  Take them to heart:
    “How does your mix and budget allocation compare to industry averages? Are you happy with the revenue performance of all of your marketing channels? Which channels do you think you can improve? Which are you thinking about dropping, and which can you not live without? ”

    And, if you didn’t call this month to talk about 2012, why? Taking a mental break? On vacation? At least mark the call on your calendar for when the kids are back in school. We are a FREE planning resource. Always have been.

    Tags:
    , , ,  


    Comments

    Pingback from Google Alert – marketing tactics | Relativity Internet and Social Media Marketing Blog August 25, 2011 at 7:00 pm

    [...] Brand Thinking » Marketing Tactics to Believe InMarketing Tactics to Believe In. By Burkey Belser. Posted on August 23, 2011 at 8 :32 am. No, Marketing Sherpa is not a research arm of Greenfield/Belser, but …gbltd.com/blog/2011/08/marketing-tactics-to-believe-in/ [...]

    Write a comment





Brand Thinkers

Burkey Belser

 Burkey Belser

Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.

Connect With Us