lead generation marketing

Even Tasty Emails Can Fall Flat

SOS Email Expert Guidelines: How to Keep Your Tasty Emails From Falling Flat

1. A Unique Selling Proposition

Your email will be more successful if you provide a product or service that nobody else has. Or if you are offering a discounted price point, you’re ahead of the competition.

2. Timing
You’ll do better when you are ahead of the market with products. 
For example selling organic products before organics became popular. Continue reading

More Effective Ways to Target Business Prospects Using Facebook Ads

LIKEFebruary 2014

Facebook’s targeting features are becoming even more powerful. Facebook has rolled out improved targeting options which now allows advertisers around the world to reach precise audiences based on four main targeting types: location, demographic, interests and behaviors. And in the US, they have also added Partner Categories to the Ads Create Tool so that every marketer, from brands to local businesses, can use this targeting option.

Say you’re a retailer that wants to show ads to people that live near your brick-and-mortar locations. With flexible location targeting, you can build campaigns around any combination of geographies: country and city (France and London), country and state (Canada and New York), state and city (California and Las Vegas), state and ZIP code (US only), etc. It’s also easier to exclude certain areas i.e., New York City, except 11211, or the UK, excluding Cambridge. Continue reading

Think Past the “Same-Old, Same-Old” Marketing

Think past "same-old"We’ve all heard that Albert Einstein quote about doing the same thing over and over again but expecting a different result – the definition of insanity. And, let’s face it, for a lot of small businesses, your marketing sometimes feels like doing the same thing over and over again, hoping this time it turns out differently.

An example of this is hiring a new marketing person. On the surface it sounds ideal – pass along the day to day promoting and marketing of your business to someone else. You’ve been handling the marketing but it’s time to bring in an expert. But since you don’t know what your overall marketing goals are, you can’t communicate what you’d like your new marketing person to accomplish. Continue reading

Illy Caffe, Coffee Marketing And Trade Shows

illy-flashy-shotIlly Caffé was established in 1933 in Trieste, Italy by Francessco Illy.  When he founded the company, Francessco’s dream was to produce and sell the best coffee in the world.  Illy Caffé has built on that dream and become the leading espresso coffee, enjoyed in over sixty countries.  The company is committed to a marketing philosophy of  “One Brand, One Blend”.

Trade Show Objectives:
To be visible within the marketplace
To demonstrate Illy’s success and leadership within it’s own marketplace
To meet and retain existing clients
To identify new leads that will generate long-term business
To maintain consistency against competitors that exhibit sporadically or infrequently
To occasionally launch new products – launching at a show is best

Illy’s product is 100 years old so they have nothing new to say.  They provide a beautifully designed coffee bar exhibit and talk with people.  With a straightforward, no-frills offer, the Illy product becomes more accessible and the Illy message is easy to understand.  That means that visitors are more likely to make the commitment to come into Illy’s trade show booth. Continue reading