Articles by Todd Pauli
Rebranding
Considerations for a Company Update Companies choose to rebrand themselves for many reasons. The most valuable reasons include updating a corporate identity to better communicate the company’s mission or to better reflect the way an organization’s offerings have changed over the years. These types of projects, rooted in solid business acumen tend to pay off ...
Learning About Customer Loyalty
Paul Mansour is staring at a concrete block wall painted in patchwork hues of blue. “We’ve got to get this repainted. We have a big customer visiting in two weeks and it looks like a mess.” The different shades of blue mark the spots where Paul painted over graffiti during his first weeks as plant ...
The ROI of Knowing Your Audience
There are many names for the people you’re trying to reach as a nutrition industry marketer. You might call them your audience, your customer or your target market. You think about this group often because without them, all of the objectives you set and plans you put in place cease to serve a purpose. As ...
Want to Build a Cohesive Brand? Start With the Cornerstone
Want to get the rest of the conference room nodding in agreement and believing you must have taken at least one correspondence course in marketing over the years? Simply point out that the upcoming campaign should have a cohesive look and feel across all of its components. Easy, right? A cohesive brand represented the same ...
Get Your Content Marketing For Free!
There are all kinds of things wrong with the title of this article. First, while the content marketing strategy you may be considering for your business doesn’t involve buying media from outside sources, it’s not really free. It’s some of the most labor-intensive, yet worthwhile, work you’ll do to promote your business. Second, the title ...
Can Content Marketing Really Grow Sales?
Way back in 2001, well before the practice of providing content to potential customers had a name, I was fortunate enough to work for a company whose marketing program still stands as one of the finest examples of growing sales with content. What type of cutting edge company arrived so early to the content party? ...
Engaging Customers With Video
As companies who have turned to content-based marketing strategies have learned, good storytelling is the key difference between successful campaigns and those that fail to find an audience. Several elements go into creating a good story: an intriguing topic, the right details, and an engaging voice are all necessary for success. When planning a marketing ...
Measuring Marketing Success with Online Brand Analytics
Measuring marketing results can be a tricky business, with some aspects being more quantifiable than others. When it comes to identifying what marketing activities are working and what needs to be rethought, the key is to leverage the measurable activities in your plan to give a more holistic picture of how well your marketing strategy ...
Fostering Customer Loyalty for Long-Term Growth
Customer loyalty: every company needs it for growth and long-term sustainability, but some are better than others at earning it. Let’s examine what it is, and the best ways to obtain and nurture that loyalty. Customer loyalty is part logic and part emotion. A customer’s ability to logically evaluate product quality and value is the ...
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