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