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| EMAIL MARKETING IS ALL GROWN UP NOW |
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Sophisticated email marketing may be a relatively new addition to the marketing toolbox, but it's quickly proven to be one of the most valuable. There are amazing success stories from companies who are working the technology to the max and seeing unprecedented results. With the proper perspective and some good old fashioned planning, you can enjoy such success (and you might know more than you think you do).
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| MEASUREMENT: A REFRESHER COURSE |
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The best marketing managers and their agencies are mindful of the importance of having a good campaign measurement strategy in place. Measuring marketing efforts is the best way to gauge return on investment and to maximize the effectiveness of those efforts. Unfortunately, it is easy to get caught up in the excitement of building and executing compelling creative campaigns - the sexy stuff - only to think late in the game about how specifically to assess the campaigns' success.
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GOOD BOOKS FOR BUSINESS Creativity doesn't mean throwing money into marketing efforts and giving lip service to out of the box thinking. Such efforts rarely have a positive impact on the bottom line. The authors argue that leaders have more creativity within their organizations than they realize, but they inadvertently stifle it, or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to actively building creativity into the organizational culture, and leveraging that creativity into marketing campaigns that deliver measurable results. Bankable creative ideas come from zeroing in on the one key business problem that must be solved, and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps marketers measure their success at the cash register. |
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Why is it that nothing ever fits back into its box after you have taken it out? · Why do dentists tell you not to use anything sharp to clean your teeth, yet when you go in ... · Why is the healthiest food, always the most expensive? · Why don't hot dog buns have sesame seeds? |
| MILGARD WINDOWS AND DOORS USES THE WEB TO BOOST SALES LEADS |
| See how a complete website makeover translated Milgard's brand online, increased customer visits and sent leads through the roof. |
 View the case study... |
| THOUGHTS ON THINK |
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| THE PEOPLE BEHIND THINK With offices in Portland, Oregon, and Charlotte, North Carolina, HMH is a 28-year old, creative marketing communications agency whose services include brand strategy, public relations, advertising, media buying, graphic design and interactive. | |
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