Marketing Prose: Articles that give insight into issues facing businesses today.

Archive for the ‘Advertising’ Category

Use your digital media ecosystem to build brand loyalty

Thursday, January 1st, 2015

By Kelly Borth, Chief Strategy Officer at GREENCREST It’s safe to say that as business owners one of our ultimate goals is to create customer loyalty. There is as much as a 90% cost reduction when selling to an existing customer compared to acquiring a new one. That’s why it’s important to intimately understand your […]

Attract: The First Step in Turning Prospects into Lifetime Customers

Wednesday, November 26th, 2014

(This BrandPro article is the second in a series of five articles that discuss the process of “Turning Prospects into Lifetime Customers.”) Every loyal customer was once a prospect. There was a time when they did not even know your name. So when you begin to think about turning prospects into lifetime customers, the first […]

Turning Prospects into Lifetime Customers: Attract, Engage, Convert and Nurture

Thursday, November 13th, 2014

(This BrandPro article is the first in a series of five articles that discuss the process of “Turning Prospects into Lifetime Customers.”) If you’re in marketing or business, you might have heard of the popular AIDA Formula. AIDA is an acronym for Attention, Interest, Desire and Action. It’s the process that we marketers often use […]

Marketing Spend: Fast growth in a slow economy

Thursday, July 3rd, 2014

“A man who stops advertising to save money is like a man who stops a clock to save time.” – Henry Ford In difficult economic times, companies tend to tighten their belts and their marketing spend to adjust to sales projections.  And while cutting back on expenses can be a smart strategy, adopting a bunker […]

Advertising Frequency: Finding the perfect balance

Thursday, March 13th, 2014

There’s no magic formula for calculating the perfect advertising frequency.  However, industry rules of thumb can be used as a guide to assist in planning a campaign. Know Advertising Frequency Standards Current industry opinion  on advertising frequency says that five to seven ad impressions will have impact and up to 11 ad impressions will call […]

How to plan an AWESOME print advertising campaign

Thursday, January 30th, 2014

If you want to plan an awesome print advertising campaign, you first need to do your homework. Follow these steps to create a successful campaign.  Conduct the necessary research Determine who you want to reach—industry, geographic area, consumer base, etc. Do research to find out which media outlets are available and most effective in penetrating […]

Turn up your marketing with real-life customer experiences

Thursday, December 5th, 2013

By Kelly Borth, Chief Strategy Officer at GREENCREST There’s no question about it, when a customer sings the praises of a particular product or company, people listen. It is more believable than a company touting its own message. The popularity of social media and review sites has proven this to be a powerful marketing truth. […]

Measure advertising campaigns with your website

Thursday, November 14th, 2013

Use your Web site to measure advertising campaigns by driving people to specific pages on your Web site. Instead of just listing your company’s home page in your ad, create a specific page for each campaign that can only be accessed by typing in that address. For example, www.yourcompany.com/bf will drive people from your Business […]

How to drive customers to action through the persuasive power of narratives

Monday, March 4th, 2013

            Storytelling is the hottest trend in marketing today, and it’s no wonder. In a world that is moving at the speed of sound, it is nearly impossible to get your message heard. To do so takes imagination, creativity and enchanting your audience in a way that draws them in […]

How to establish from where your company growth will come

Wednesday, November 7th, 2012

I have worked with CEOs for more than 30 years, and one constant that I have seen is a lack of clarity about goal setting. CEOs know what they want and usually have a growth number or percentage in mind, but they don’t have clear vision or a plan for how they will get there. […]