Tag: relationship marketing

Corporate Events – Still an Important Element of the Marketing Mix [Guest Post]

As marketing channels become increasingly fragmented, what of the tried and tested corporate event and its place within a promotional strategy?

As many executives now use webinars and conference calls for that direct, personal contact with potential and existing customers, it would be easy to jump to the wrong conclusion and think that corporate events have had their day. However, having important delegates under one roof, whether for a trade show or charity event, is still a valuable approach to customer relationship marketing. It’s not a case of the new, virtual versions taking the place of the real thing, rather how they can complement each other. Continue reading →

Posted on by Daniel 0

Managing a Brand Under Fire

Even though is dealing with pharmaceutical industry branding, I spotted a very intersting article, over BrandWeek, that deals with how to manage your branding when your company, or even your whole industry is under fire, and has to face negative reactions to some aspects, whether from the public or the media.

Strategically, a shift is needed throughout the industry—from corporate brands to their agency partners—toward a better understanding of consumers. The industry must know how consumers truly feel (as patients, as caregivers and as family members), what they want, how they react and what drives them to action.

Well so far, is a little general, but here is a list with some practical strategies ideas that help: Continue reading →

Posted on by Daniel 0