tag:blogger.com,1999:blog-4210741732811958622Tue, 24 Sep 2024 16:09:49 +0000marketingrecessionadvertising"social media""web marketing"Mediaradiosalestelevision"Advertising Agencies""Baxter Auto Parts""Business owners""Hate Advertising Agencies""How to""Marketing strategy""Re-Mailing""ad campaign""advertising campaign""advertising professionals""customer loyalty""customer service""e-mail readership""expected response""good advertising""management team""market share""marketing advantage""marketing plan""marketing tools""mission statement""newspaper ad""opt-in""small marketing budgets""web marketing experts"Economic recoveryTVadvertising strategies recession testimonials guerrilla marketingbudgetbuying mediacreativee-mailgoing out of business strategyguerrilla marketinginteractive marketingmarketing strategymedia buyingmistakessellingsocial marketingsocial mediastore closingstrategysuccesstelephoneWE ARE RELENTLESS IN THE PURSUIT OF TRUTH.http://charltonmarketing.blogspot.com/noreply@blogger.com (Charlton Engel Marketing)Blogger25125tag:blogger.com,1999:blog-4210741732811958622.post-7006346579495652838Tue, 11 Aug 2009 00:38:00 +00002009-09-16T13:57:42.167-07:00advertisinginteractive marketingmarketingradiosocial mediatelevisionWe have finally made the switch to a wordpress platform for our blog. We'll continue to provide tips, advice and observations about marketing, advertising, social media, television, radio, interactive marketing and anything else to do with marketing communication. Please find us at our new location at www.charltonmarketing.com/blog conveniently housed on our web site.For whatever reason, I can't http://charltonmarketing.blogspot.com/2009/08/new-blog-address.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-3228511560625276226Fri, 24 Jul 2009 19:04:00 +00002009-07-24T12:37:13.339-07:00"ad campaign""Baxter Auto Parts""e-mail readership""opt-in""Re-Mailing"e-mailmarketingIn our recently completed ad campaign for the Baxter Auto Parts Portland Historic Races, we increased our e-mail readership from 20.8% to 35.2% by Re-mailing.With the volume of e-mail that most people receive, sending one blast to your opt-in list simply doesn't get the job done. There are too many recipients who, for whatever reason, don't open it. How many times have you deleted something you http://charltonmarketing.blogspot.com/2009/07/email-effectiveness-increases-from-208.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1785890735942618760Fri, 17 Jul 2009 18:15:00 +00002009-07-17T15:42:19.156-07:00"customer loyalty""market share""Marketing strategy"recessionIf you're in a position where you have a handful of key customers or accounts, your most critical marketing strategy right now should be enhancing personal relationships. The strength of customer loyalty is tested during bad economic times. So it's important to make sure you work to make it harder for current customers to tell you goodbye.In a recessionary economy, savvy business people know thathttp://charltonmarketing.blogspot.com/2009/07/most-important-marketing-strategy.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1657404719371634728Tue, 07 Jul 2009 05:05:00 +00002009-07-22T16:41:33.374-07:00"management team""mission statement"marketingQuick! Right now! Grab a piece of paper and write down your company's mission statement. Can you do it? Can your employees do it?If you don't do another thing after reading this, at least try this test. Gather your management team, staff, or whomever you feel is important in your company to help carry out your mission, and hand each one a piece of paper.Then, ask them to write down your company'shttp://charltonmarketing.blogspot.com/2009/07/take-this-mission-statement-test.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1246198022517894191Fri, 03 Jul 2009 23:08:00 +00002009-07-03T16:25:42.754-07:00"advertising campaign""customer service""good advertising"marketingsellingIt’s been said that nothing kills a bad product faster than a good advertising campaign. If you are in the business of selling products, you can often recognize the dogs and eliminate them from your product mix before too much damage is done. But, if we define your “product” as not just the item you sell, but the entire customer experience you create, there are many other things to consider. http://charltonmarketing.blogspot.com/2009/07/how-to-keep-poor-customer-service-from.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-8949716506022457523Fri, 26 Jun 2009 23:04:00 +00002009-07-22T16:43:15.848-07:00"marketing plan"advertisingbudgetcreativeMediaYou’ve got your marketing plan worked out. Your budget is more than you would like, but you’re willing to commit to it. You’ve decided what media you are going to use, and you’re pretty proud of the deal you were able to negotiate. You’ve got your offer or message worked out. All that’s left to do is write your ad and get it produced. No problem. At least, that’s what most business people http://charltonmarketing.blogspot.com/2009/06/30-things-to-never-say-in-your.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-5810652930418517250Thu, 18 Jun 2009 21:17:00 +00002009-07-22T16:55:46.734-07:00"advertising professionals""expected response""How to""newspaper ad"advertisingFew people, including advertising professionals, know how to calculate the expected response from a newspaper ad. A newspaper circulation of 200,000 doesn't mean 200,000 people will be contemplating your ad. Here are the variables you need to consider when calculating an expected response from a newspaper ad.1. YOUR TARGETEvery product has a demographic that represents its prime target. Let's sayhttp://charltonmarketing.blogspot.com/2009/06/how-to-calculate-expected-response-from.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1140750363357943749Wed, 10 Jun 2009 22:08:00 +00002009-06-10T16:46:48.872-07:00"marketing advantage""marketing tools""social media""web marketing"marketingtelephoneSometimes we can overlook a marketing advantage that's hiding right out in plain sight. A case in point is a tool that was invented back in 1876. It's called a telephone. And, it may be on its way to becoming one of the most effective marketing tools that exists in these days of social media and web marketing. OK, go ahead and roll your eyes at the corn-ball notion that some argument could be http://charltonmarketing.blogspot.com/2009/06/sometimes-we-can-overlook-marketing.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-8345251248072831478Wed, 03 Jun 2009 03:06:00 +00002009-06-03T09:40:52.047-07:00"Advertising Agencies""Business owners""Hate Advertising Agencies"marketingThere have been a number of occasions where I've met with business owners and managers who state flatly that they don't like ad agencies and don't think they can add any value to their marketing efforts. It's always left me somewhat speechless, because these people have formed strongly held opinions that were shaped by some experience they had. And, there was no amount of persuasion that was http://charltonmarketing.blogspot.com/2009/06/there-have-been-number-of-occasions.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-8623670371324556392Thu, 28 May 2009 04:00:00 +00002009-05-28T08:49:45.866-07:00"small marketing budgets""social media""web marketing experts""web marketing"marketingAnyone who hasn't been locked in a closet for the past five years knows that the Internet has helped level the marketing playing field between large and small companies. Social media and other web marketing methods are allowing businesses with small marketing budgets to compete with larger companies. Not too many years ago, a business needed to spend $200,000 or more annually in a small to mediumhttp://charltonmarketing.blogspot.com/2009/05/do-web-marketing-experts-really-pay-for.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-3876138832647131133Fri, 22 May 2009 01:10:00 +00002009-05-21T18:12:05.803-07:00This post is strictly for the purpose of following the instructions for claiming my blog on Technorati. Technorati ProfileThis procedure seems odd, but I'll give it a try.http://charltonmarketing.blogspot.com/2009/05/technorati.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-6596074190628678140Sat, 16 May 2009 14:41:00 +00002009-05-16T08:18:11.551-07:00going out of business strategymarketingrecessionstore closingA going out of business strategy isn't something a marketing company such as ours likes to create for a valued client. But, this recession is ruthless, and really doesn't care about the human side of the story. And, this one is a little personal for me, not because they are a great client, but because I really, really like their stores. In this case, we are about to launch a store closing http://charltonmarketing.blogspot.com/2009/05/store-closing-strategy-for-boy-is.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-5658136623977942026Mon, 11 May 2009 00:01:00 +00002009-05-10T17:52:49.980-07:00Economic recoverymarketingmarketing strategyMore and more indicators are pointing to an economic recovery. That means marketers must look past their recession strategy and begin planning their recovery marketing strategy. I have witnessed businesses cutting overhead, cutting jobs and salaries, closing branches, cutting marginal lines and doing all the things necessary to survive. Most have already done just about everything they can do, http://charltonmarketing.blogspot.com/2009/05/create-marketing-plan-for-economic.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-5026261645175115529Sun, 03 May 2009 21:34:00 +00002009-05-03T16:05:19.962-07:00buying mediaMediamedia buyingmistakesWe've been around buying media for more than 20 years, so we've seen just about every sales pitch, rationale and strategy there is. I'd say we've seen them all, but there's always the slim possibility there might be one out there we haven't seen yet. More to the point, however, is that along the way, we've also heard from a great number of business owners and managers who are convinced they are http://charltonmarketing.blogspot.com/2009/05/media-buying-seven-mistakes-made-by.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-4768889970258213704Mon, 27 Apr 2009 04:08:00 +00002009-04-29T17:39:01.640-07:00advertisingmarketingrecessionstrategyMost savvy business owners and managers know that the best marketing strategy during a recession is to advertise as aggressively as possible. But, just in case you need some reinforcement to support that truism, consider the following information.The first study conducted to measure the effectiveness of marketing during a recession was conducted by Rolland Vaile during the recession of 1923. He http://charltonmarketing.blogspot.com/2009/04/does-advertising-during-recession.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-4206642582976725465Sun, 19 Apr 2009 22:04:00 +00002009-04-29T17:40:30.725-07:00radiorecessionsocial marketingtelevisionTVI just read a short article entitled "Agencies Need to Think More Facebook, Twitter, Less TV."While my methodical, logical tendency is tugging at me to study the comparison between social marketing and traditional broadcast, then present a studied article with all kinds of facts and figures, I'm caving to impulse. Going with my gut, supported by my personal experience with what I see happening http://charltonmarketing.blogspot.com/2009/04/television-and-radio-are-not-dead-yet.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-3609600911840417466Fri, 17 Apr 2009 04:54:00 +00002009-04-29T17:41:06.934-07:00guerrilla marketingrecessionsalessuccesssuccessful marketing in a recession often relies more on hard work and wits than a big advertising budget. You can build sales, despite the recession, if you start by paying attention to the people most likely to shop at your store. And, for many businesses, those people are the ones who live within a mile or so of your store.In nearly every neighborhood, there are hundreds of opportunities to http://charltonmarketing.blogspot.com/2009/04/guerrilla-marketing-step-one.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-3787166733550551827Tue, 14 Apr 2009 04:59:00 +00002009-04-13T22:57:53.222-07:00advertising strategies recession testimonials guerrilla marketingThere have been many studies over time that have proven that advertising during a recession results in better sales during the recession and more explosive growth after it's over. In fact, most business people whom I've met know and understand this principle quite well. But, many continue to advertise using the same strategies they were using when the economy was robust.A recession is an http://charltonmarketing.blogspot.com/2009/04/advertising-strategies-for-recession.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1167189951395490064Mon, 13 Apr 2009 04:22:00 +00002009-04-13T17:06:53.846-07:00recessionsalesIt's true that some business categories and products actually experience an increase in sales during a recession. Those products usually represent a lower cost alternative to an otherwise routine buying decision. Some examples include beer as opposed to wine and spirits, fast food as opposed to sit down dining and second hand store sales as opposed to new products whose usefulness isn't http://charltonmarketing.blogspot.com/2009/04/increasing-sales-in-recession.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-9216320592113845894Sun, 05 Apr 2009 21:58:00 +00002009-04-05T15:48:08.776-07:00We knew industrial air filtration would be a challenge, but we didn't know how big. After a number of obstacles on the client's part that could not be anticipated, we were recently able to complete an altogether new web site for Filter Technology Ltd. My hat goes off to Bob Hood, who was blindsided with a severe illness which created significant challenges during the developmental process. We arehttp://charltonmarketing.blogspot.com/2009/04/new-web-site-for-filter-technology-ltd.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-5791906834127064257Sat, 28 Mar 2009 19:33:00 +00002009-04-16T22:37:29.961-07:00The Oregonian ran an AP story this morning reporting that consumer spending has increased two months in a row in January and February despite falling incomes. This is after a "half year of declines".The bad news is that the story was buried on page 7 of the Metro section, which is now page one of the Business section. Anyone who has been paying any attention lately has to have noticed that the http://charltonmarketing.blogspot.com/2009/03/economists-optimistic-as-spending-rises.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-7279744173084236901Tue, 09 Oct 2007 23:26:00 +00002007-10-09T16:33:59.684-07:00Sometimes just finding that two of our clients have similar needs is the genesis for a marketing advantage. Take California Closets & West Side Electric. They both wanted to use television and both wanted to reach essentially the same target audience. So, we produced a 15 second ad for each of them & married the ads into a 30-second ad. California Closets buys a schedule on one of the http://charltonmarketing.blogspot.com/2007/10/bringing-them-together.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1148256440707585275Mon, 30 Jul 2007 18:33:00 +00002008-12-12T13:43:41.751-08:00Marketing goes big in Portland with the opportunity to advertise on TriMet's MAX trains.With a recent campaign to introduce Washington-based LaborWorks to the Portland market, we decided to take advantage of TriMet's MAX train advertising. By wrapping LaborWorks' tag and logo on a MAX train—we were able to send the message around town—reaching a larger target audience. We complimented this http://charltonmarketing.blogspot.com/2007/07/max-results-for-your-marketing.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1644300106713055506Tue, 24 Jul 2007 21:10:00 +00002009-03-26T17:47:02.728-07:00T-minus 18 hours until IKEA opens in Portland and already hundreds of people have camped out and lined up. Amazing, isn't it? But you knew this, because before one billboard went up, there was more buzz than a Super Bowl commercial. Why? The store will continue to be here Thursday morning and will continue to restock it's items. So this isn't about limited time periods or stock shortages. It's http://charltonmarketing.blogspot.com/2007/07/speak-softly-and-carry-big-brand.htmlnoreply@blogger.com (Charlton Engel Marketing)0tag:blogger.com,1999:blog-4210741732811958622.post-1586412351709703305Tue, 24 Jul 2007 20:45:00 +00002007-07-31T09:16:51.700-07:00Welcome to Day 1.As a marketing company, we understand communication. This blog is our way ofcreating better dialogue with our clients (and potential clients). Our goal is to createhonest advertising. We believe performing with integrity and honesty is the mostimportant ingredient for doing good business. Our success depends upon makingdecisions that are driven strictly with the client good as http://charltonmarketing.blogspot.com/2007/07/stepping-forward.htmlnoreply@blogger.com (Charlton Engel Marketing)0