The most common mistake we see companies make in their direct marketing is inadequate frequency and thus, insufficient cumulative effect to move prospects to adoption. Typically we’ll find a company that will try a direct marketing piece or two and conclude the results aren’t worth the cost and just suddenly stop. They may try it again later with a similar result and conclude that direct marketing is expensive, doesn’t work in their industry or isn’t right for their product. At [...]
Posts by Patrick
No one is immune from what I will simply call a creative block. These blocks can be momentary and episodic or dangerously stubborn and prolonged. Typically a block will express itself when you’re staring at a blank page (or screen) and your usual stream of unending ideas just doesn’t flow. Not a trickle, sometimes not even one small drop. So there you are with a blank stare and questions like:
I have to come up with something soon, what am I going to do? Or, why does this suddenly feel so stale?
My colleagues Dan and Robby made compelling cases for Android and iOS in the first two of our three-part series on mobile operating systems. Now it’s my turn to make the more difficult case for Windows. If you look at the current competitive landscape, there is no contest. Android (51.7%) and Apple iOS (41.7%) completely dominate the smartphone marketplace. But in this two-horse race, a third ecosystem is strongly desired by the wireless carriers to create more options for consumers [...]
Last week SCG turned 21. As we approached this milestone we decided our identity needed to better reflect the increasing B2B focus of our capabilities and emphasize our differentiated strengths. The components of our new identity include: a new logo, our new agency mascot, Professor Plum (owl), four major product groups and four flagship, SCG-branded products to support each of the strategic groups tactically. Our comprehensive range of services now includes a sharp focus on B2B with specialized […]
One of the best ways to create a competitive advantage in B2B marketing is to conduct proprietary, primary research. Knowing more about your market and customers can mean millions of dollars of profitable growth. We have been doing this for our clients in-house for more than a decade. We can generally provide a comprehensive study for $15,000 or, when combined with Brand Vision™, for $10,000–$12,000. A tremendous value, if I do say so myself. We decided to make research one [...]
Every once in a while, when the state of Minnesota decides it needs more money, it reprises a stupid idea: namely, to institute a business-to-business tax on professional services. I don’t want to brand the merits of this idea on any particular partisan basis, but rather on the strict, important principle that it is stupid. By stupid let me be very clear. I mean counterproductive, ineffective, inefficient and ultimately harmful to the state. The Bill Requires Legal Theft First, let [...]