Dennis’ Desk

Big splash or ripple… which do you want? You know, the trouble with analogies is they can have different meanings to different people. The lead topic in our most recent email is about the Power of Integration. Our solution is an integrated marketing campaign, not a one-time big ad. An entire, well thought-out plan, can have a significant impact. One that sends waves as opposed to a few ripples! I agree that the one-time big ad gets NOTHING done. Or at least, next to nothing. Unless the big ad is the Apple 1984 spot that ran one time during the Super Bowl and made the Macintosh famous!

Our thinking is to make the biggest splash – or the greatest impact – one has to plan out the entire campaign and not hope that a one shot will do the trick!

Here’s the message … Read the rest of this entry »

1-800-Radiator has done a marvelous job of keeping their customers loyal. They do it a couple of different ways. But one way that has made many of their clients feel extra special is every shipment of radiators sent out includes a small package of candy. It makes their customers feel great. Now I’ve read the book that explains why it’s so valuable to “hug” your customers.

As a business owner, CEO or marketing professional, there are five audiences that you want to influence:

1. Current and past clients

2. Potential clients Read the rest of this entry »

How easily can a company dilute its brand? For the opportunity to bring in some more cash, can a CEO decide that it’s worth the risk? Our colleague at Placemaking Group, John Nunes, thinks through the situation at Fender Guitars with their Squier line. (BTW, John is an accomplished professional guitarist so this is a subject close to his heart.) Read the rest of this entry »