I’ve been thinking a lot about the function of marketing lately and its role in the business. What IS our true purpose in marketing? Perhaps it was seeing lava flowing on the Big Island over Thanksgiving and the calm reaction of the residents as it slowly shifted directions, burning up everything in its slow progression…. More »
The Results Are In: The 2012 ThinkResults Launch Survey
Back in the summer, in partnership with our survey partner, The Insight Advantage, we surveyed B2B and B2C leaders about their experiences with launches within their companies over the past year. The results that we saw were very consistent with the experiences we’ve seen with our clients here at ThinkResults. The majority of respondents were… More »
Is Content Marketing Replacing Traditional Advertising?
We certainly think so. This new infographic report from Marketo certainly paints a convincing picture. Content marketing budgets are growing; over the next 12 months, 51% of companies will increase the budget for these programs. So what are the top reasons companies using content marketing, according to Marketo? Risk mitigation Lead generation Lead nurturing Lead… More »
Your Logo Is A Prima Donna — and a Cash Cow (Simple Logo Usage Guidelines for Optimizing Your Investment)
Your logo is a like a delicate prima donna — one that delivers every time. If you treat your logo with the respect and care it deserves. You spent time, money and energy developing this critical corporate asset. From building signs to business cards to websites and tradeshow booths is often the first visual impression… More »
How to Get the Most from Your Agency (con’t)
Last week, I talked about the importance of making your relationship with your marketing agency as productive as possible. I shared the first two rules that I’ve learned over the years of being on both the client and the agency side (1. Be respectful and 2. Share). Here are the other two simple rules: 3. Expect… More »
How to Get the Most from Your Agency
Whether you’re just starting out working with an agency or have been doing so for a while, it’s important to know how to make this relationship as productive as possible. There are four simple rules that I’ve learned over the years of being on both the client and the agency side: 1. Be respectful: Respect your… More »
Measuring the Value and Cost Effectiveness of Events
Last week, we discussed how to calculate the Impact, a very important metric that measures how many people you impacted at a certain show, versus just the number of attendees. Once you have your Impact number calculated, you can use it to determine some additional valuable metrics, including your response rate for that show and… More »
Measuring the Impact of Your Events
Generally, most marketers use the number of attendees as a metric to measure the success of an event. Part of the problem with using attendees as a metric is it’s generally an overestimation of your ability to impact your audience unless you are a very large company, such as IBM or Cisco, or you are… More »
Measuring the Success of Events
I recently taught a workshop for marketers about metrics and using them to inform your marketing programs. The topic that seemed to most pique their interest was the section on event metrics. Not a huge surprise, given those events (tradeshows, conferences, customer events, etc.) is typically a huge line item in any brand marketing budget…. More »