Image a Cornerstone of Success for Accounting Firms was previously published in The Bottom Line, Mid-September 2008. Only twenty short years ago, branding strategies were the exclusive domain of large, blue chip companies. Today, branding is being embraced by a growing number of entrepreneurial professional practices and other small to mid-sized businesses. The Internet was […]
Negative Marketing – Should You or Shouldn’t You?
With elections on both sides of the border, negative marketing examples abound from pooping puffins to warnings about risks that voters simply can’t afford to take. The question is, if negative marketing is used so consistently and liberally by politicians and even by some professionals, does that mean that it works? Sometimes negative marketing […]
Newsletter Benefits – Q & A
I recently received an email inquiry about the benefits of staying in touch with clients with a newsletter. I am posting my response, as I thought the newsletter topic would be of interest to Toronto Marketing Blog readers: QUESTION I am trying to evaluate effective ways to keep in touch with my clients. How […]
Slogan Examples
All my clients at my Toronto marketing firm know that I am a huge proponent of slogans for professional practices. The power of a compelling slogan such as Nike’s “Just Do It” is well known. Yet slogans are often overlooked within branding strategies for professional practices. From letterhead and signage to websites, a slogan […]
Email Marketing – Return on Investment
Here are some interesting research findings regarding the return on investment you can expect your email marketing efforts to deliver: According to the Direct Marketing Association, in 2005, “the ROI for email marketing was $57.25 for every dollar spent . The ROI of all non-email-related online marketing was $22.52, less than half.” New studies […]
Should You Segment Your Newsletter?
There is no absolute truth as to whether or not a newsletter should be segmented. The primary benefit to segmenting your newsletter is that clients are more likely to respond to a newsletter that is specifically focused on them and them alone. The Case Study: Newsletter Boosts Tourism at iMedia Connection demonstrates this point: […]
Marketing on Facebook – A Comprehensive Introduction
Just like any other marketing vehicle, marketing social media like Facebook requires an understanding of possibilities, added value and limitations. You wouldn’t send out a direct mail piece without researching the neighbourhood, format and content would you? The same concept applies to Facebook. Time spent studying this new media before proceeding with your marketing […]
Tips to Analyze Your Point of Difference
Point of difference is one of the most important aspects of a marketing strategy. It is also one of the hardest concepts to gain clarity on. Businesses often make claims about a point of difference that misses the mark because they didn’t delve deep enough in their analysis. Terri Zwierzynski posted a number of practical […]
Developing a Targeted Marketing Message
International business speaker, Thomas Murrell shares insight on how to create a targeted marketing message. Developing a targeted marketing message is one of the key foundations of an effective marketing strategy, large or small. Even if you are planning to limit your marketing efforts to a single brochure or a small website, this step remains […]
Time Management Tips
One of the biggest challenges professional practices face, regardless of industry, is time management. There just doesn’t seem to be enough time in the day to do it all and somehow the list of what you want to do just keeps expanding. Once your practice grows you expect this to change but then you need […]
