So you're ready to try a direct mail postcard campaign, but you're unsure how to get started. Follow this guide for designing your first postcard:

While online marketing portals obviously benefit the marketing department by helping to control the brand and ensure that only the most up-to-date versions of marketing materials get used, they can also dramatically improve the way other departments in your company get business done. Here are eight other departments (besides marketing) that can benefit from implementing a company marketing portal:

To the untrained consumer, a menu can seem like a simple printed item. But for some companies, it's their most valuable piece of marketing! Menus can affect many downstream measures of business success, including customer experience, revenue and profitability. Here are 8 pieces of advice to make sure your menu is the best it can be:

The first coupon was issued by Coca-Cola back in 1888. Surprisingly, coupons have endured the test of time to be a high-performing marketing tactic for more than a century.

Corporate franchisor marketing teams put in countless hours and Herculean effort into the overarching marketing strategy that protects the brand and serves the franchisees. The most successful 'zors provide their 'zees with a Marketing Playbook featuring all the approved marketing channels, collateral, assets, examples and how-to's making marketing at the local level easy, affordable, and attainable. They know that when franchisees win, everyone wins.

The honor of walking the stage for the Certified Franchise Executive (CFE) graduation ceremony at the International Franchise Association (IFA) Annual Convention in February has been a highlight of 2020. At the first franchising conference I attended in 2015, the Franchise Consumer Marketing Conference, I had the good fortune of meeting Steve Schildwachter, the CMO at BrightStar Care at the time. He advised me to immediately join IFA and then said, "If you're going to work in this industry you really need your CFE."

Is your franchise ready to grow? Do you have the necessary tools in place for your franchisee network to double or triple in size? The proper plan and preparations in place will allow your franchise to scale rapidly, set up new franchisees for success and promote a positive brand experience for customers. Here are six items to consider as you prepare for explosive growth:

Marketers today rely on coordinated campaigns using multiple channels to reach their audiences with many touchpoints over time, called omnichannel marketing. In 2020 with COVID-19 some channels are vastly outperforming others, and keeping top of mind with your audience now can pay dividends post-pandemic. Reliance on digital touchpoints, perhaps because of their low cost and ease of use is understandable.

When you are growing a brand you need to make deliberate choices about how to position yourself against others in your field. A confused consumer doesn't buy. Defining what makes you different helps you own a spot in the consumer's mind, otherwise you are thrown into a bucket mixed with everyone else in the same category. Here are some approaches to brand positioning for consideration, with example observations from some of my favorite brands:

Brand consistency helps improve the strength of a brand over time through increased awareness. In the eyes of your customers and prospects, a consistent brand instantly makes your company more: