Response Boosters

Yours, Free! A Business Model To Revolutionize E-commerce
May 19, 2015

You've bought the TV of your dreams — the 85" 4K Ultra High-Definition Sony Bravia online from Crutchfield in Charlottesville, Virginia. Your Visa card was hit for $19,999.00 — but shipping was free. A day later, you come home from the office to find your glorious new toy has arrived.

An Irresistible Offer From National Geographic
May 12, 2015

I love off-the-page ads. Richard Thalheimer (Sharper Image), Lillian Vernon and John Peterman — all launched great businesses with small ads offering a single product.

Breaking Out of the Campaign Mindset
May 11, 2015

For decades, the campaign has been the workhorse of marketing. These discrete, short-term, one-way promotional initiatives from a brand to customers have typically been brand-focused vs customer-focused. If you met a "traditional" campaign at a party, it would say "Hi there. Let me tell you all about me."

Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so few employee enablement programs—especially when both the knowledge of the company and the CRM/integrated marketing technology is already in use?

Stay Awhile: Google AdSense Introduces Matched Content
April 27, 2015

Everybody knows by now that "content is king." But what's to stop people from leaving your site's kingdom to spend time in someone else's castle—and taking their potential business elsewhere? Last week, Google (who else?) announced a new AdSense feature that might get roamers to pull up a chair and settle down on your site for a while.

Denny’s Zinger: Marketing Hillary and Timing, Timing, Timing!
April 24, 2015

On Nov. 22, 1963, consultant Paul Goldberg—with a huge mailing for Consumer Reports going out across the country—was having lunch with two colleagues at the Café Carlyle in New York. The maître d' came over to the table to report that President Kennedy had been shot.

Ready for Action: Hillary Clinton Demonstrates CTA Know-How
April 16, 2015

On Sunday, former First Lady Hillary Clinton announced her official bid for next year's presidential election—but it seems like in the intervening days a different story has taken center stage. Her choice of campaign logo is proving to be more interesting than anything else about her candidacy.

Moving Customers Up the Ladder
March 16, 2015

In a perfect world, your customers would begin their relationship with you at a high level of product usage and engagement. But in reality, customers may enter at low or high usage thresholds, and may or may not expand their relationship and increase their engagement with you over time. The good news? There are concrete steps you can take to help your customers move up the usage and engagement tiers, no matter their current "location."

The Story of Storytelling: Content Marketing's Next Step
March 5, 2015

Once upon a time, there lived a successful integrated marketing strategy. At the heart of the peaceful—and profitable kingdom—lay a great power: storytelling. Even though much of the focus in today's marketing press is on hot trends like content, less talked about is what the content is all about. Without a central story, what's the point? Storytelling can power your marketing campaign to levels only seen in flights of imagination. A new—and massive—infographic from the folks at ReferralCandy provides a detailed look into the art of storytelling.