Marketing Strategy

Perhaps a better question is do you calculate the return on your investment in marketing initiatives? If so, which method do you use? Below, we offer a variety of formulas commonly used in the marketing industry. Each of the three formulas begins with the gross profit or customer lifetime value of the initiative. From that…

A clear and cohesive plan will let you make the most of all marketing opportunities. Yes, we said it: 2012. This year is more than half over, and as we find ourselves speeding toward Labor Day we are already working with many clients to budget for marketing activities well into next year. Maybe you have…

Jan Korb , BroadBased’s CEO, was one of four panelists for the Jacksonville chapter of the American Marketing Association’s (JAMA) August event: The Role of Design in Marketing. Also featured on the panel were Jeff Spear of Studio Spear, Al Emerick of Hospital Physician Partners and Caron Streibich of OptaComp. For more information about JAMA…

You say your most recent direct mail effort resulted in a 1.25% response rate? And the click-through rate of your most recent Adwords ad was the same? Depending on your industry and audience, those numbers could be ample reason to toot your horn to the brass. Below, we present a compilation of common marketing response…

A frequent question we field from small and medium-size businesses is how much they should spend on marketing. This can be a tough question for seasoned businesses, and even tougher for startups. While there’s no one-size-fits-all formula for calculating how much you should spend, we can offer some guidelines. The Service Corps of Retired Executives…

How do you showcase a 160,000-square-foot plant that manufactures more than 15 million envelopes each day? Jacksonville-based Mac Papers Envelope Converters (MPEC), the Southeast’s leading manufacturer and supplier of printed envelopes, chose to do so with video. The new sales video captures the dynamic environment at the MPEC’s Jacksonville, Fla., production facility, which features printing,…

An August survey by Marketing Sherpa illustrates which tactics B2B marketers are setting aside more of their budget to accommodate. Big winners include websites, social media, virtual events and webinars, SEO email marketing and Pay Per Click (PPC). The data supports the growing trend of marketers using these cost-effective inbound tools for lead generation.

Our Public Relations Director, Maria Coppola, APR, has an article published in PR News’ Guide to Best Practices in Nonprofit Communications. This first edition special publication is designed to help nonprofits navigate PR, communications and social media. Maria’s 1,000-word article is titled “The Crisis Plan: An Ounce of Prevention is Worth a Pound of Reputation…