Offline Marketing & Advertising

SUMMARY: When marketing the launch of a new product, you need to do more than just publicize information. Ideally, you would have a well-defined target audience for the new product, and a coordinated campaign to appeal to that target.

Find out how one B2B software company launched a new product for marketers with an effort combining strong visual appeal, a catchy hook and elements directed specifically toward a highly qualified and targeted audience of C- and VP-level marketers and advertisers. read the complete case study

SUMMARY: Many consumer marketers who engage with potential customers in a print format -- from newspaper ads to menus and brochures -- seek to drive that audience to the Web for deeper engagement.

One B2C publisher invested in revamping his website, and undertook an aggressive multi-pronged approach for driving traffic from the print publication to the new site. Find out what tactics he used to achieve this goal, and what efforts were most successful. read the complete article

SUMMARY: There is often reluctance to fix a machine that’s not broken. But when the machine is wasteful, minor tweaks can bring greater efficiency without sacrificing performance.

See how a menswear retailer brought their catalog circulation issues under control, realized huge savings, and invested in customer acquisition. Includes six lessons from their experiences. read the complete interview

SUMMARY: Do you have a short anecdote about test results, campaign lessons or other insights you gained in 2011? If so, please take two minutes to share it for your chance to be published in the 2012 Marketing Wisdom Report, sponsored by HubSpot. read the complete article

By Anne Holland, Content Director

I was listening to a presentation by Rab Govil of Naehas yesterday, when one stat really made me sit up. His agency tested mailing follow-up campaigns for two different B-to-B clients. In both cases, they sent the same offer to the same list twice in a row, waiting roughly three-four weeks between mailings. Nothing startling there except for the fact that both campaigns were sent via postal mail.

Now, we... read the complete blog post