VIA Idea #10: Push and Pull Marketing You Need Them Both

When companies buy traditional ads (newspaper, television or website banner ads), they are proclaiming a message to people who may or may not be actively seeking those goods or services and hoping the ad will trigger interest. With ever-increasing access to the Internet, relevancy plays a larger and larger role in bringing buyers and sellers …

Continue reading “VIA Idea #10: Push and Pull Marketing You Need Them Both”

VIA Idea #9: Branding Your Process or Service

Not to be confused with branding your company, branding your services provides a great point of differentiation and perceived value. Two examples of this type of branding are found with UPS WorldShip™, their international shipping process, and UPS Quantum View®, created to help customers manage shipping information. UPS brands most of their processes as proprietary—available …

Continue reading “VIA Idea #9: Branding Your Process or Service”

VIA Idea #8: “You Have to Spend Money to Make Money”

I heard my father say this when I was six or seven; it puzzled me for days then but makes perfect sense now. Including the right number in your business’s budget for marketing communications is just as important now as ever. Clients often ask me “How much should I spend on marketing?” There’s no one-size-fits-all. …

Continue reading “VIA Idea #8: “You Have to Spend Money to Make Money””