Posts Tagged Marketing
Ocusafe selects eBrand Interactive to manage pivotal marketing channel
PORTLAND, OR–(eBizine)–8/19/2010-7:30 AM - eBrand Media, Inc. (EBM), a leading provider of digital advertising and marketing solutions to emerging and established businesses announced today that its agency division, eBrand Interactive, will manage a pivotal marketing channel for Ocusafe, LLC.
“Ocusafe recognizes that eBrand Interactive offers sophisticated, metrics-driven marketing solutions. We utilize highly evolved, next generation technologies, guided by marketing maestros, each with a minimum of 5 years of experience, to cut marketing costs while increasing website conversion rates, revenue, and return on ad spend”, Tom Polanski, EVP of Sales and Client Development at eBrand Media, was quoted as saying.
“We anticipate that we’ll be able to dramatically increase this partners sales revenue on the same marketing budget or even less for this client”, Mr. Polanski continued. “We’ll build a movement towards this brand”, he concluded.
Posted by eBrand Media Public Relations Department in eBrand Interactive, eBrand Media on August 20th, 2010
Focus on branding delivers revenue increases and zealots for small health food company
SUMMARY:
Although they compete with giant CPG companies, the marketers at Annie’s Homegrown don’t have a TV, radio, or print ad budget. Instead, over the past 12 months, they’ve focused efforts on the Web for — brand building. (That’s right, not direct response.) It worked, revenues are up 25% and Wal-Mart is about to start carrying Annie’s.
Here’s what the Web team did:
CHALLENGE
Organic shelf-stable foods are one of the hottest categories in supermarkets these days — industry sales are growing by 20% per year.
Naturally (pun intended) this is thrilling for the folks at Annie’s Homegrown. The brand’s been beloved in the organic world for years, but more recently has made significant headways in mainstream supermarket chains.
But, bigger CPGs and supermarket house brands are also hopping on the organic bandwagon these days. Suddenly Annie’s marketing team were outgunned in terms of staff and budget in the very market they pioneered.
“Our brand is invaluable,” says Annie’s Web Marketing Manager Mark Berger. “We’re basically just macaroni makers, but with the brand we’re really so much more than that. That’s what people identify with.”
Although only 1% of Annie’s sales are direct ecommerce from the site (mainly to bulk buyers such as day care centers), the team decided to invest significant energy to revving up the brand’s Web presence over the past 12 months. However, the purpose was not to increase ecommerce sales.
Instead Berger’s online goal was almost entirely brand building. Could he use the site to grow a community of consumer excitement for a brand that was suddenly under heavy competition from me-too products on supermarket shelves?
Posted by eBrand Media Research Department in Branding on August 10th, 2010
Slow, But Some, Advancement In Consumer Indices
According to The Consumer Reports Index for July, by the Consumer Reports National Research Center, the economy is showing broad improvements in the condition, behavior and expectations of consumers. Though showing improvement, problems remain, including the proportion 16% of Americans that were unable to afford medical bill or medications, or 8.9% who have lost or have reduced health care coverage, well above levels seen in 2009. A worrisome development is a rise in Americans’ homes going into foreclosure in the past 30 days.
The Consumer Reports Employment Index numbers show job creation increased to 51.1, its highest level since April 2009. The Employment Index has pointed to employment growth in three of the last four months. In July 7.8% of Americans started a new job versus 5.7% that lost their job.
Consumer spending across index categories rose in July, particularly in the area of personal electronics and major home appliances. Per capita retail spending was up slightly for July ($274), reflecting June activity, from the prior month ($234).
Posted by eBrand Media Research Department in Marketing, The Economy on August 5th, 2010
How Many Telemarketing Calls Does It Take to Initiate a Lead Gen Conversation?
SUMMARY: Marketers have so many fancy online options at their fingertips, they forget how useful (and successful) telemarketing can be for lead generation. So many don’t follow the right rules or give up too soon.
We have exclusive new data and strategies to help you to make the right calls in your next campaign. Includes:
-> How many attempts it takes to complete a conversation with a C-level executive
-> Nurturing a lead through the entire process
-> A sample voicemail message
Business-to-business telemarketing has survived every technology that’s come along in recent years. Even with the development of the Web, email and now Web 2.0 as marketing tools, the telephone still remains a crucial piece of a B-to-B lead generation strategy.
Why? Telemarketing works. Business prospects surveyed by eBrand Media earlier this year were surprisingly positive about the telemarketing experience:
o 53% said they added a technology vendor to their database for consideration after receiving a cold call
o 40% said they invited vendors to provide additional information by phone or electronically
It’s clear that prospects respond to a well-conducted telemarketing effort. But with so much pressure to try sexy new lead generation tools, some marketers might not be paying enough attention to this old-school tactic. “People are using telemarketing, so how can you make sure you’re doing it right?” asks Kathy Rizzo, VP Marketing, TeleNet Marketing Solutions. “What are some things you need to look at to make sure you’re not becoming complacent?”
To answer these questions, Rizzo and her team conducted a survey of 205 B-to-B marketers in Q4 2006-Q1 2007 and analyzed thousands of telemarketing campaign records in their database. Based on some key findings of this research, we have identified five tips to help you tweak your own telemarketing campaigns for maximum effectiveness:
Posted by eBrand Media Research Department in Marketing on July 23rd, 2010