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1 min read

Marketing Tip of the Week: Use the Marketing Roadmap to Plan Your Product Launch [Video]

By Katie Steelman on Thu, Feb 11, 2016

MTOTW #37: We use our Marketing Roadmap with clients to help them plan the various marketing activities involved in a new product launch.

Topics: Marketing Mix Marketing Strategy Product Launch
3 min read

Touch Is The 4th Dimension: Why Print Marketing Still Matters in 2016

By Michele Nichols on Wed, Jan 13, 2016

Collateral has become something of a dirty word around the Launch office. When customers ask us for a brochure, it’s often because they feel like they ought to; it’s a cost of doing business rather than an asset or key part of their sales process. For traditional brochures, we’d tend to agree, but that’s not to say that print doesn’t have its place.

Topics: Marketing Mix Trade Show Strategy Branding and Identity
5 min read

Marketing Budget Planning — 8 Things We’re Budgeting for in 2016

By Sarah Campagna on Tue, Nov 10, 2015

When I sit down to develop my marketing budget for the coming year, I begin by looking at what worked and what didn’t during the past year. I review my business plan and reflect on new tactics that may help achieve business objectives in a new way. I review my budgeting notes from the previous year to see if there is anything I cut out last year that I might be able to include this year.

Topics: Marketing Mix Marketing Strategy
1 min read

Marketing Tip of the Week: Diversify Your Marketing Mix [Video]

By Katie Steelman on Thu, Jul 09, 2015


Buyers are researching your company before ever communicating with your team.

 

Each week, we share a quick tip for marketing success on our YouTube and Instagram channels. Follow us there or subscribe to our blog updates so you never miss a tip.

Topics: Business Insights Marketing Mix Marketing Strategy
3 min read

The Value of Patents in Your Marketing Strategy

By Michele Nichols on Fri, Aug 01, 2014

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How Patents Become Selling Points

“Research indicates that about 70% to 80% of a company’s market capitalization comes in the form of intangible assets, which include intellectual assets such as patents, trademarks, copyrights, and other business knowledge and know-how. Patents are moving from a legal role to a strategic management one, and company leaders must be prepared.” —Forbes

Topics: Patents Marketing Mix Marketing Strategy
7 min read

Content Marketing: What makes good video? (And why should you care?)

By Katie Steelman on Fri, Mar 07, 2014

 

Video: A Mighty Medium

There’s no denying that the growth of online video has become a major marketing consideration in the past few years. In December 2013, 188.2 million people in the U.S. watched 52.4 billion online content videos (comScore), and the number of online video users is expected to reach 1.5 billion by 2016 (Cisco). More than half of executives look for more information after seeing a product or service in a video (Forbes), and 57 percent of consumers say that product videos make them more confident in a purchase (MediaPost).

Topics: Inbound Marketing Marketing Mix Marketing Strategy Social Media Content Development
2 min read

Marketing Wins: Stories from the Photonics West Roundtable

By Michele Nichols on Thu, Feb 13, 2014

Our Marketing Roundtable session at Photonics West provided helpful insights into the kinds of marketing tactics that are working today. Here are some activities that participants – and we, ourselves – have found to be successful.

Topics: Business Insights Marketing Mix
3 min read

'Eye Contact' in Social Media: Preserving The Human Element

By John Veckerelli on Tue, Jan 07, 2014

Growing up my parents instilled (forced) their kids into social situations to teach us how to interact with adults. I remember a lot of firm handshakes with eye contact. You could tell a lot about a person just from that brief moment.

Topics: Inbound Marketing Marketing Mix Social Media
2 min read

Marketing Mix — Email That Gets Read: A Missed Sales Opportunity

By Michele Nichols on Mon, Dec 23, 2013

Does email marketing still work? Yes, if it is the right type of emails. Of the copious messages you receive daily, which ones do you read? According to a study by MarketingSherpa, the email communications your customers actually value are directly tied to their transactions, i.e. the confirmation you receive when you place an order.

Topics: Business Insights Lead Generation Marketing Mix Client Relations Email Marketing
6 min read

Social Content Marketing: How to prepare for a Google+ Hangout on Air

By Katie Steelman on Thu, Dec 19, 2013

 

Hangouts without the Hang-ups 

Google’s live webcasting tool, Hangouts on Air, can be a great resource for businesses looking to grow their social marketing strategy. It puts faces to your company name, and lets customers get to know your brand in a more personal way. Especially for technical companies, Hangouts on Air can provide an interactive platform for explaining difficult theoretical topics or application questions, while helping to establish your knowledge and credibility.

Topics: Marketing Mix Marketing Strategy Social Media Content Development
6 min read

18 Months with HubSpot Inbound Marketing: Lessons Learned

By John Veckerelli on Fri, Sep 20, 2013

Since becoming a HubSpot certified partner 18 months ago, a lot has changed. We’veHubSpot certified partner migrated our site to the HubSpot Content Management System (CMS), started a blog, and gotten a lot more serious about social media. We’ve created several content offers and downloads, implemented Calls to Action (CTA) throughout our site, built landing pages for each offer or CTA, integrated our email marketing with HubSpot, and set up lead nurturing emails (HubSpot calls them workflows because you can automate other things beyond triggering an email). We’ve also gotten used to looking at analytics more frequently and using the results to guide content development, SEO, and in many ways overall company strategy.

Topics: Inbound Marketing Marketing Mix Social Media Content Development SEO HubSpot
4 min read

Advertising Dominating your Marketing Budget? 4 Ad Myths - Busted!

By Michele Nichols on Wed, Sep 11, 2013

Ad Spend Tips for 2014 

It’s nearing that time of year when we help clients plan their marketing budgets for the coming year. It’s during this time that we often uncover misconceptions that people have about where their money is best spent. Because advertising spend, in particular, seems to be cause for confusion, we’ve put together a list of some of the top Advertising Myths we’ve encountered, and debunked them:

Topics: Marketing Mix Marketing Strategy