Newsletters help maintain positive perceptions, stability

Posted on January 23rd, 2009 by | Filed under: Marketing in a Recession, Soap Box

Whether in a time of prosperity, a recession, or a tight labor market, never underestimate the power of a newsletter.

Ervin | Bell's redesign of Toyota Material Handling's newsletter. The Fall '08 issue saluted distributors and employees' heroics in the Midwest floods of ealier that year.

Toyota Material Handling's newsletter

These days many successful companies are using a blog, sometimes thought of as modern version of the newsletter. However, a printed newsletter still achieves something the blog cannot: the perception of stability. It’s tangible, powerful, and influences purchasing decisions. That’s why Toyota Material Handling recently hired Ervin | Bell to redesign their newsletter.

In the example shown, Toyota Material Handling saluted the heroics of their employees and distributors during the 2008 Midwest floods. The affect of the printed piece is profound in ways a blog or online presentation cannot achieve.

Blogs, with the added dimensions of search optimization and immediacy, demand a different set of writing styles and conventions. While newsletter content is often usable as blog posts, your blog is generally best used for time-sensitive and more industry-wide relevant material with shorter story length.

Make sure your company is not simply migrating your newsletter content into your blog. They are different media and demand their own specialized style and practices.

An old brand can be the ticket to new market share

Posted on January 23rd, 2009 by | Filed under: Marketing in a Recession, Marketing News, Soap Box

Looking for a shortcut to increased market share? If you have opportunity, buy an old brand. Building a dominant brand in any market segment can take decades. In today’s market, some savvy companies are looking for fire-sale prices on old school brands.

The following article shared from tells the story of an entreprenurial company who purchased, of all things, the Gold Bond brand of medicated foot powder. Instead of updating the brand, the company smartly milked the old-school look of the brand and extended it to a myriad of personal care products.

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