Content is king in any campaign. Then it needs various pathways to flow to the target. One pathway that’s gotten a bad rap is the telephone. Too many pushy telemarketers have spoiled the bunch for those who want to use the phone in a responsible way as part of their communication mix. For B2B targets, all’s still fair game. For …


We’re always on the lookout for interesting examples of companies that won’t take no for an answer. Friday, Mary Ann Rogers told me about a recent national promotion she caught wind of that seems to embrace that spirit. It seeks to use a competitor’s momentum and strength against itself. Like in the art of Jujitsu. This type of “we try …