Filter By Category: War Room
Life Science Marketing - An Interactive Approach
Scientists and medical professionals seem to have an insatiable appetite for information on new products and techniques. They also have strong preferences as to how and when they wish to interact with marketers. That said, they also tend to lack respect or trust for advertising. They resent the intrusion of marketing and want pertinent professional information, not clever or promotional ads. Believing they are above the influence of advertising, scientists and medical professionals want to make decisions based on technical facts that they generally believe are "beyond a copywriter’s understanding." Writing that resembles "ad copy" is seen as distasteful, and slick graphics are quickly dismissed as "fluff."
Social Media Marketing: Unleash Its Potential
Social media is perhaps the most exciting, fastest-growing innovation in internet usage today, but why should marketers care? You may see how social media can work for youth-oriented products or big-name brands with lots of emotional resonance, but is it something that your company should be using? Maybe you’ve been marketing with banner and search ads for years, but you don’t see how social media really fits in.
Five Social Media Marketing Tips
Social media has quickly become an essential part of every brand’s marketing mix. And although demand for its unique power to communicate brand is higher than ever, many have found success to be elusive. Here are five essential steps for developing your social media presence into a thriving, brand-building machine.
Twitter Marketing Insights
Does Twitter, a wildly popular social network that allows members to post short updates — up to 140 characters — offer any benefit to businesses? We set out to find the answer by posting updates — popularly known as "tweets" — to our Twitter account, twitter.com/tocquigny, during a three-week trial and tracked the results. Here are our findings.
Conjoint Research for the Recession
It is official: We are in a recession. Markets are shrinking and wallets are tightening. So if you cannot grow by expanding the market, you have to grow by stealing share from your competitors.
Marketing Strategy Focus Points
Often marketing executives sit around conference tables and debate strategy. Unfortunately, they often debate on the basis of opinion and conjecture. When this occurs, sometimes the debate is settled by the person who talks louder, is more forceful, or has a more distinguished title than others at the table. But occasionally someone stops the debate and suggests what should be obvious — if we don’t know the answers to our questions, why don’t we just ask?
Search Engine Marketing & Branding
So your brand or product has a funny name. So does ours. We tell prospects that Tocquigny "sounds like martini" to help them remember how to pronounce our name, but that doesn't help them at all when they type our name into Google to find us. Toquini, Tocquiny, Tokini, Tocquini, Tocquiny, Toekeeni, Tuquigny — there is no end to the number of ways you can misspell Tocquigny.
Technology Marketing: Targeting Engineers
Who are engineers? Engineers fit a unique mold in terms of demographic characteristics. They tend to be a relatively affluent target, earning $75-100K a year. They are predominantly male, with an average age of 46 in the U.S. Only two percent of engineers are younger than 25, while a mere 16 percent are younger than 35. Engineers are required to have a high level of education — about 70 percent have a bachelor’s degree. Over a quarter of these have a master’s degree or higher.
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Welcome to 17 Stories, a marketing
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