Launching a new product can be as daunting as scaling the jagged cliffs of Scotland’s Dunnet Head. Today’s new-product failure rate is between 40% and 80%. Why? It could be bad timing, poor marketing support, or simply inferior product performance. But there’s another factor that often gets overlooked – having a sales force that’s not crystal-clear on its goals as it hits the road. Read More
Developing a new value proposition? Don’t fall into the trap of gathering only internal input. Sure, your executives and sales pros can provide legit insights about your brand and the value it delivers in the marketplace. But focusing only on a shortcut “selfie” value prop could lead to – as the kids say – an epic fail. You need to turn outward to get a bigger perspective – including gathering feedback from customers and doing a thorough competitive review. Why? Three reasons.
MINNEAPOLIS, Minnesota (May 28, 2015) — Tartan Marketing, a Twin Cities-based B2B marketing agency, received the Web Presence – Website, Under $100K award at the Business Marketing Association’s (BMA) 2015 B2 Awards for its work on Bongards.com. Read More
Sales and marketing functions have been siloed entities since time immemorial — warring factions that often forget they’re working towards the same goal. Day in and day out, in companies all over the world, sales and marketing butt heads.
Sales thinks marketing doesn’t understand how they communicate with customers, and that the tools created in a boardroom don’t apply in the real world. Marketing thinks sales is too stubborn to execute their brilliantly strategic program. (There are multiple touchpoints for a reason!)
Who’s right? They’re both right. Read More
Marketing, in some shape or form, has been around a long time. As long as creating content that boosts interest in your company has been around, the question of quality vs. quantity has been there right beside it. My answer to the age-old question is this: it’s not a battle, there is no “vs.” The best content marketing gurus know how to create high quantities of quality content.
MINNEAPOLIS, Minnesota (May 22, 2013) — Local business-to-business marketing agency Tartan Marketing took home three “Awards of Excellence” from the Business Marketing Association (BMA)’s 2013 international B2 Awards competition. The B2 awards recognize innovative strategic and results-oriented creative work executed across a wide variety of platforms.
Tartan received awards in the Integrated Communications Program category for client Cargill Specialty Canola, in the Website category for BurgerCravings.com, and in the Dimensional Direct Mailer category for a Cargill Corn Milling product launch.
• The integrated program for Cargill Specialty Canola promoted hybrid canola seed to Canadian growers through multiple tactics, including sales collateral, print and online advertising, and an interactive customer presentation tool.
• The BurgerCravings.com website supports foodservice operators as a go-to resource for “all things burger,” offering trend articles, new burger ideas and mouthwatering burger imagery.
• The dimensional direct mailer for Cargill Corn Milling was used to secure client meetings with high-profile target accounts. It was part of an integrated product launch program for a proprietary, new sweetener.
Tartan’s three B2 awards were among a total of 13 given to Minnesota-based companies and agencies.
Tartan Marketing is a full-service B2B marketing agency that combines smart, intuitive strategies with fresh, compelling creative to help clients energize their brands and stimulate growth. For more information, contact Tartan Marketing at 877-321-7575, firstname.lastname@example.org or visit www.tartanmarketing.com.
When the average BBC show lasts between six and ten years, it’s pretty impressive when one show can last for 50. This year marks the 50th anniversary of the classic British science fiction television show Doctor Who. A show that allows you to follow along on the adventures — some wacky, some somber — of a time-traveling alien known as the Doctor, his sentient space ship, and a series of lovable companions.
Fans of this seminal program are fanatically loyal. They buy the licensed products, anxiously await new episodes, partake in in-depth discussions about the philosophy and direction of the show, and are never afraid to recommend it to someone new. With 8 million worldwide viewers, it’s not the most popular show out there, but it sure is one of the most loved.
As a business, that’s the kind of loyalty you want for your brand. Read More
The positioning ladder is as ubiquitous to marketing as the 4 Ps. (Remember those?) It’s a conceptual way to evaluate your messaging — and thus your relative competitive advantage. Read More
Mad Men, the wonderfully misogynist television show we all love to… love, is back in all its martini-soaked glory for a fifth season. We couldn’t be more thrilled. But let us not focus on the skirt-chasing antics (this blog is a place for respectable professionals, after all) and talk about what we, in 2012, can glean from these words of wisdom from season five. (Read part one of this multi-part series.) Read More