A good breakdown of email vs direct mail marketing showing that traditional direct mail still has a place in marketing communication.
Featured in just about every corporate headquarters around the world. Appearing sometimes in the foyer, sometimes in the boardroom, sometimes in the tea room, the mission statement is an attempt to put int one sentence what the organisation is all about.
It is instructive and somewhat cringe-worthy to read the mission statements of the fortune 500 companies. Here is a list of some of the most used words to be found in the mission statements.
Although these fortune 500 organisations may be very good at what they do, coming up with an original mission statement is obviously not high on the agenda. So here is a quick guide to creating a mission statement-
95% of people are imitators, which makes 5% initiators.
A saturation campaign can still fail if you do not influence the behaviour of the influencers. Identify who your target market really is. When I worked on a campaign to try to get butchers to order good quality cuts from recognised and reputable distributors, we realised that we had only to change the preference of the 'king pins' in the industry to get most of the rest to follow. This means really getting to know the influencers. Spending time with them and working out what motivates them. |
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