Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.
Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product.
Over 70% of mid-sized organizations are currently involved in a website redesign initiative, or have one planned for this year. Before you go to your CFO to get some budget for this program, conduct a brief website effectiveness audit to build the need.
Marketing has the unenviable reputation as the line of business that is not held accountable for achieving specific, measurable, bottom-line results. Finding a bean counter that does not view Marketing as a cost center - producing intangible results - is a daunting task.
“Cold calling is the process of approaching prospective clients, typically via telephone, who have not agreed to such an interaction. The word "cold" is used because the person receiving the call is not expecting the call or has not specifically asked to be contacted by the sales person.”
- Source: Wikipedia
Marketing Skills Matrix – This tool was designed to help you increase the skill set of your marketing team. Use this matrix to determine required skills and the next page to document current gaps.
Many low performers stay under the radar for months before it becomes apparent that they are not actually doing any work of real substance. Be proactive with managing results and implement a weekly or monthly activity reporting process. Use Demand Metric's Activity Reporting Tool as a starting point for this initiative.
Marketing Coordinator Job Description – Use this template to formalize the role of Marketing Coordinators in your organization.
