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The Maker’s Mark bourbon distillery in Kentucky seems more like a place for sippin’ on the porch than thinking like a guerilla marketer. But not so. Makers Mark’s Ambassador Program for preferred customers is an example of guerilla marketing done right. Read More

Building a big email distribution list is the most daunting challenge that most small businesses face before executing an email marketing campaign. Yet building a list can be a straightforward process if you apply some of these simple strategies: Read More

Until a few years ago, online press services were only useful if you wanted newspapers to run articles about your company, and not much more. Now that has changed, in two very important ways. Read More

When you think about an Outback Steakhouse, what’s the first thing that comes to mind? Chances are it’s the sound of a man’s voice speaking with an Australian accent, or the image of a kangaroo, or the memory of one of Outback’s Aussie-themed dishes like Kookaburra Wings. It’s no accident when a br Read More

When Apple introduced the iPad in January 2010, it had a big hit on its hands. According to research from the NDP Group, 80 percent of the people who bought an iPad in the first two months were “very satisfied.” But then things changed when only 65% of the people who bought them in the third and fo Read More

When we visited WorkingMother.com recently, we were reminded of how important it is to craft ads that are relevant to the websites where they appear. Here are the ads we saw on WorkingMother.com’s home page: Read More

If you sell to businesses, you already know that your client companies are never static. They’re always introducing new products, courting new customers, or expanding in ways that can create new selling opportunities for you. Consider these examples: Read More

Why do your customers buy your products? If you changed something about them, could you sell more? An unusual way to answer those questions is to apply the Kano Model, a product analysis approach developed by Noriaki Kano when he was a professor at the Tokyo University of Science. The Kano Model ev Read More

You don’t have to be a green company to have some green-minded customers. Whether you sell paint, paving services, lighting fixtures, or plumbing supplies, a certain number of your customers are already seeking eco-friendly products or services. How do you reach them? Here are some marketing option Read More

A recent survey from American Express found that before customers will do business with you, nearly half of them will go online to check out your customer service reputation. The survey also reported that after customers read good things online about a company’s service, they actually experience be Read More