Marketing Prose is GREENCREST's quarterly newsletter that gives insight into many marketing issues facing small businesses today. It provides a vehicle for learning as well as highlighting our own client's accomplishments.
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What a Brand is Not
A brand’s distinction is whatever separates it from its competitors, makes it stand out as extraordinary or different or, better yet, more valuable to the end user.
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PR: Crisis Communications
It’s a fact of life; mistakes happen, problems arise. It’s no different in business. Unlike personal crises, a crisis in business often plays out in public.
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On Writing Well
The best marketing campaigns break through mental filters by speaking our language, touching our emotions and making a meaningful connection. Words and images work together to create a campaign that resonates.
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Building Brand Equity
The key to building brand equity is establishing a strong brand identity and communicating it consistently over time. Reinforcing and strengthening a brand can be accomplished in several ways.
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The Rising Tide of E-mail Marketing
The effectiveness of your e-mail is tied closely to the value it provides the recipient. It’s important to ask, “Will the target find the content interesting or useful?”
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Polish Up for the Press
An essential part of developing positive, strategic relationships with key reporters and editors is simply thinking in terms of the their needs and what appeals to their audiences.
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Web-based and Electronic Marketing
Web-based and electronic media are gaining prominence among companies’ standard portfolio of marketing tools.
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Muddled Messages — Is Everyone Speaking the Same Language?
Your selling message should be the foundation for the many forms of written, verbal, printed and Web communications your company uses to market its services.
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Advertising Frequency - Is There a Magic Number?
Media buying should be approached with a strategy that identifies targets, determines the most effective outlets for reaching them and considers a mixture of outlets and ad schedules.
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Writing for the Web
Remember, design is only half the presentation. To make the most out of your presence on the Web, follow these basic principles and consistently review and update your written content.
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Weaving Your Advertising Web
Directing consumers to your Web site has become the definitive call to action. Not only can a company provide an overview of its capabilities with its Web site, it can feasibly complete a sales transaction.
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Speaking to Betty
One of the best methods of creating a customer-centric philosophy is to create a profile of your ideal patron. Give the person a name; create a story.
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The Fix is in the Mix
Planning the right marketing mix will help your business survive tough economic times and successfully reach your customer.
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Effective Advertising
Advertising is about communication, so it’s important to use language your customers clearly understand.
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The Essential Business Tool
Your Web site needs to speak to potential clients as a representative of your company as well as serve the needs of current clients.
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Customer Surveys
Surveys are a simple way to gain insight from customers without invading their privacy or taking up too much of their time.
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E-mail Etiquette
General rules for good communication apply as much to e-mail as to any other medium.
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The Marketing Plan
If your company’s destination in terms of sales, customers and long-term success does matter, then it’s time to start planning your journey, with a marketing plan as a road map.
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The Power of Integrated Marketing Communications
In today’s competitive marketplace, long-term success depends on a powerful brand.
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Effective E-mail Marketing Strengthens Customer Relationships
Permission and value are key to effective e-mail marketing. A customer who opts in to an e-mail list expects to receive something valuable in return.
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TouchPoint Marketing
There are many factors that impact customer loyalty, beginning with product satisfaction and customer service levels. But an often-forgotten factor is communication — the foundation of any solid relationship.
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The Corporate Identity Facelift
Drastic changes in your brand can wipe out brand equity earned at great cost over the years, and should be considered only for compelling reasons.