Marketing


Recent Marketing Articles

Reviewing Your Marketing Efforts

By Kimberly McCall |  Mar 14, 2000

Reviewing your marketing efforts is work, but it can be very gratifying work. Now is the time for you to make decisions about what was effective, what was...  Read more

Making the Most of Your (Limited) Marketing Dollars

By Kimberly McCall |  Mar 14, 2000

Like most small businesspeople, I have a limited amount of funds to devote to marketing and advertising. Even in a relatively small market like Portland, ...  Read more

Marketing Consistency: How Marketing Is like Exercise

By Kimberly McCall |  Mar 14, 2000

After logging many hours on the treadmill at the gym, I've come to see a lot in common between physical fitness and marketing. If you are embarking on a m...  Read more

Writing a Press Release

By Kimberly McCall |  Mar 14, 2000

Public relations encompasses much more than press releases, but press releases remain one of the most effective ways to get the message out about your bus...  Read more

10 Tips for Marketing Success

By Kimberly McCall |  Mar 14, 2000

Know what you want to achieve before spending a penny. According to The Wall Street Journal, only 14% of small businesses...  Read more

Home-Based Business: Is it for You?

By Kimberly McCall |  Mar 14, 2000

With the advent of affordable technologies and a surge in entrepreneurial spirit and e-commerce, more and more small businesspeople are launching business...  Read more

How to Write Effective Copy

By Kimberly McCall |  Mar 14, 2000

What makes you read an advertisement? Is it the size of the ad, colors used, photograph, or headline? Many times a strong, interesting, and eye-catching h...  Read more

Using Direct Mail to Reach Prospective and Current Customers

By Kimberly McCall |  Mar 13, 2000

Direct mail has become a huge advertising and marketing vehicle. Although referred to as "junk mail" by many of us who have our boxes stuffed daily with f...  Read more

Turn "Free" into the Passageway for "Fee"

By Kimberly Stansell |  Mar 13, 2000

Freebies can be an effective or expensive proposition. E-zine subscribers of The Marketing Minute recently chimed in on the subject. The survey r...  Read more

Meet Lillian Vernon

Mar 6, 2000

Lillian Vernon is the founder and chief executive officer of Lillian Vernon Corp., a leading specialty catalog and online retailer that m...  Read more

What are the hallmarks of an effective direct mail campaign?

Mar 6, 2000

Marketing & Advertising mentor Jay Conrad Levinson responds: First, the campaign should be directed solely at people who are hon...  Read more

How can I market inexpensively via the Internet?

Mar 6, 2000

Marketing and Advertising mentor Jay Conrad Levinson responds: Marketing on the Internet means more than having a Web site. It mea...  Read more

Why the Media Need You

By Lisbeth Wiley Chapman |  Mar 3, 2000

The Media Need You: A Reporter's Perspective Reporters are always in a hurry, always on deadline. Reporters need you, the expert, i...  Read more

How to Find the Media

By Lisbeth Wiley Chapman |  Mar 3, 2000

The following list of directories can help you reach the people who can create business-building positive news coverage. Bacon...  Read more

Where Stories Come From

By Lisbeth Wiley Chapman |  Mar 3, 2000

Story Sources Your story sources are right in front of you every day. They come from hot client issues, life events, and industry ...  Read more

Six Rules of Media Etiquette

By Lisbeth Wiley Chapman |  Mar 3, 2000

When reporters write a story, they start at the top of their computer file, at the top of the document, and at the top of their Rolodex. They keep adding ...  Read more

Sample News Release

By Lisbeth Wiley Chapman |  Mar 3, 2000

For further information: Lisbeth Wiley Chapman 617-983-0393 Funds of Funds Association FormedRead more

Creating a Target Media List

By Lisbeth Wiley Chapman |  Mar 3, 2000

Seven Steps to Creating a Target Media List It is best to create a target media list before you approach the media. The effort you...  Read more

Planning Conventions

By Ilan Mochari |  Jan 1, 2000

You may think of trade shows as a pain in the marketing budget, but some companies absolutely depend on such events. Hubbard & Revo-Cohen (HRC), a $2-mill...  Read more

Cross-Pollination and Other Marketing Secrets from Top Brands

Jan 1, 2000

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On Solid Ground

By Rob Reynolds |  Nov 15, 1999

Think your Internet company can exist solely in cyberspace? LifeServ CEO Rob Reynolds is betting on real-world features.  Read more

Public Relations on the Net

Nov 8, 1999

Public Relations on the Net, by Shel Holtz AMACOM, 1998, 332 pages, $24.95 "You don't have just one corporate brochure, so why would ...  Read more

Customer, May I?

Oct 28, 1999

Permission Marketing by Seth Godin. Simon & Schuster, 256 pages, $24. Author Godin identifies two basic types of marketing: in...  Read more

Check Your Sales Leads

Sep 22, 1999

Use the Internet to research prospective customers before making pitches--you'll save time and money and be impressively well-prepared.  Read more

Discount Club Throws Bone to Pet Owners

By Susan Hansen |  Sep 1, 1999

Eyeing a growing market for veterinary care and pet products, a former bank officer creates a network of providers Lucky, Jay Bloo...  Read more

Hot Tip: Web Site Promotion

By Susan Greco |  Aug 1, 1999

Coffee uber-retailer Starbucks generated advance publicity for a new Web site by promoting its premiere at another site--one it knew was ...  Read more

600 Marketing Strategies for All Situations

Aug 1, 1999

Winning Marketing Strategies by Barry Feig. Prentice Hall, 1999, 382 pages, $49.95. When a particular product...  Read more

Hot Tip: Use Freebies

Aug 1, 1999

Paul Aldrich, who lives in Topsham, Maine, started Village Candle in 1992 with $20 borrowed from a friend. Applying copious amounts of Yankee ingenuity, f...  Read more

Getting Better Delivery of Your Direct Mail

By Michael T. Brandt |  Jul 1, 1999

When direct mail is a critical part of your marketing communications program, getting it delivered is a key to your success. Here are some ideas to help y...  Read more

Make Marketing a Team Effort

By Michael T. Brandt |  Jul 1, 1999

Effective marketing is a team event. At its best, it's fun to watch, fun to participate in, and it leads to success.In the last issue of Musings, ...  Read more

Midyear Planning Made Easy

By Karen Carney |  May 1, 1999

If your company takes midyear planning rather casually, this could be your year to make it a more formal event. At Springfield ReManufacturing Corp., base...  Read more

By the Numbers

By Joshua D. Macht |  May 1, 1999

Inner City 100 CEO A.J. Wasserstein describes the unexpected benefits he's reaped by starting his company, Archives Management, in an economically depressed ...  Read more

Net " Spam Patrol" to Police Junk E-Mail Solicitation

Mar 1, 1999

Junk e-mail solicitations -- called "spam" -- aren't just the bane of Internet users; they're also the target of criticism from Internet marketing profess...  Read more

Introducing New Products

By Michael T. Brandt |  Mar 1, 1999

Why do so many new products fail? Usually for many reasons. Companies often are so enamored of their new product ideas that they fail to do their research...  Read more

The World's Oldest Start-Up

By John Grossman |  Mar 1, 1999

An anatomy of start-up Ritz Foods International, a producer of snack chips made from the yuca plant. Includes an overview of the snack food industry and setb...  Read more