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 …

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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. …

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Via Idea #7: Partnering Direct Mail with Email

A client recently asked the question: Does direct mail or email marketing work best in reaching new and existing customers? Using both methods is often the best choice. Consider that people receive less snail mail and more email than ever before. Even if you have a twenty percent open rate from an email you’re still …

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