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Quick Study: Dressing a Company to be Sold

Here’s an example of a different type of sales support from our archives, which still causes us to shake our heads today.  A small, 3rd generation manufacturer of all types of switches, for all types of applications, retained us to dress up their image, for the purpose of selling the company—although that was not disclosed to us until the end. Continue reading

Quick Study: Commanding Attention in China Print

China is several years behind more developed countries in terms of technical education and skills. Engineers and scientists there place great value on printed materials such as brochures, data sheets, trade show handouts, and trade publications. Thus print media continues to play a valuable role in some B-to-B marketing programs in China. Here’s a case when a publisher-sponsored study allowed us to get feedback on the effectiveness of an ad that we created for Analog Devices, a leading semiconductor company. As always the ad was translated for certain international markets, China being one. Continue reading

Collateral: Where Content Mapping Originated

Printed literature that B2B companies have used for years is a go-to-market tool that is becoming extinct. More of the sales process is now online, and literature resides on web sites and in the cloud. Buyers either prefer it or are grudgingly forced to accept it. Sellers clearly enjoy the cost savings. And then there is the unanswered question of ROI. How do you prove the value of literature used on sales calls?  Such metrics essentially don’t exist. But there are aspects of sales literature programs that have merit today. Continue reading

Press Release Graphics: Gaining greater brand recognition with optimum placements

As companies all strive to get as much free exposure as possible, creating visuals to accompany press releases is a proven way to get editors to publish the releases and to place them in prime positions. With fewer paid ads on the sites and in print, these graphics enhance the look and feel and make them more visually attractive. Public relations agencies from around the world have confirmed that editors give preference to releases that include compelling graphics. For companies, these graphics present an excellent opportunity for unpaid visual branding. Continue reading