Creating Killer Collateral

By Dan Lavie / November 23, 2006

In a previous blog, I talked about design as part of the marketing strategy.In this one, I would like to discuss how to create killer collateral. Market research. Yes, there we go again, and this time it must be an external and an internal one.The goal of the external research is to map the wants, needs and expectations of the target audience. What kind of collateral do they want to receive? Do they like to read white papers with (technical)…

Royal Warrants as a Marketing Tool

By Dan Lavie / November 8, 2006

Royal warrants have existed for a few hundred years in several European countries.Originally, it was a “formal recognition” for tradesmen who supplied goods and services to a royal household.It has developed into an effective marketing tool – a special version of endorsement.Companies such as Steinway and Harrods successfully use the royal warrant as a unique selling point.Unlike traditional celebrity endorsements, brands that are warrant holders are associated less with the royalty to which the crest belongs, and more to the…

Marketing to lawyers

By Dan Lavie / November 6, 2006

For marketing and PR agencies such as Tip Top PR, lawyers are one of the most exiting target groups.Surprised? You shouldn’t be! Law touches all aspects of human behavior and social interaction.It is so flexible, that the Romans already categorized it as an Art and not as a Science“Ius est ars aequi et boni”. Lawyers specialize in all kinds of law that keeps changing. Lawyers are a substantial target group – there are an estimated 650,000 lawyers working and more…

Splog anyone?

By Dan Lavie / November 1, 2006

It sounds like a fun soft drink, but it’s the latest spammer pest –splogs.Splogs are spam blogs created and launched by spammers. After being an email pest for many years now, they have now entered the blogosphere.A splog’s creator doesn’t add any written value to the blog. The main function of the splog is to publish press releases, news articles, or advertising. Many splogs are fake blogs that use RSS feeds to create content by inserting links to their websites…

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