20 years of research distilled into a repeatable methodology and approach to guide your marketing This 22-page guide will not only give you the tactical tools and detailed examples to optimize your campaigns, but also provide a process and deeper way of thinking to support your discovery of what truly works (and does not work) for your prospects.
Designed for CMO's, Content Marketers, Marketing Managers and other strategic decision makers, the Target Marketing Resource Library is the premier source for free marketing best practices and case studies.
Have some good white papers or case studies? Contact Chris Lyons to contribute.
10 tips to attract and engage your audience in a helpful (not salesy) way Get this actionable report full of bite-sized tips built for the busy B2B marketer and learn how to communicate with your audience in a way that keeps them engaged — and makes them want to stick around (and, ideally, do business with you).
Put the benefits in the margin. It allows people to quickly "scan" the letter for benefits, and then they may be encouraged by a particular benefit to read. This technique is now considered "best practice" for many financial services companies.
In a consumer and business marketplace of declining literacy rates and what sometimes seems like steeply plummeting verbal sophistication levels, how do marketers work with copywriters to ensure complex products and services are sold in a way that both does justice to the product or service at hand, and doesn't go over the heads of the intended audience?
Customers need to be reassured the company they know and love hasn't and won't be going out of business, while prospects — always the skeptics — need to be convinced about your stability, reliability and commitment to quality before they'll do business with you.
During a recent workshop for the Kansas City Direct Marketing Association, a budding writer pulled me aside to ask, "Pat, how do you deal with writer's block? Where do you get your ideas?" Here are the go-to resources I recommended to him and use almost daily — whether I'm writing direct mail, email, landing page or website content.
Originally designed and marketed in the early 1970's, the Planner Pad® organizer with its unique proprietary funnel-down approach for organizing time and tasks has been sold by direct mail since inception. The project was to create a prospecting direct mail package to beat the 10-year old control. The primary goal was to significantly increase response to grow the company's base of new customers. A secondary goal was to create a more contemporary looking mail piece with broader age appeal.
Why holdout testing is key to measuring the effectiveness of your direct mail.
An effective direct mail strategy is based on the synergy of multiple key elements working together to generate cost-effective response — not just one or two tactical pieces. Focus on only one — such as the format — at the expense of the rest, and you'll dramatically limit your response. Yes, direct mail formats are important and unique to the medium. They're also important and powerful enough to test.
Marketers are spending huge sums of money on marketing technology. Estimates of the size of the overall market begin around $30 billion and only go up from there. In fact, According to a recent Gartner CMO survey, marketers are spending more on tech than they are on marketing ad buys.
By the end of 2015, millennials are set to overtake Baby Boomers as the largest living generation in the U.S.1 By 2017, they will carry the bulk of the spending power. This guide will illustrate how brands can identify the diverse subsets of millennials and start gaining their loyalty now with relevant images.
Traditional marketing was generally a series of short-term campaigns. Today, content marketing is a long-term project. Content Marketing is a collection of ideas, strategies, and tactics. It includes the team, a set of business ideas, and various tactics. In this guide, we'll go through these to see how they're assembled together to create content.