marketing tools

This is a very helpful method for quantifying beliefs and attitudes in order to identify good leverage points for affecting behavior. Originally developed by Izek Azjen & Martin Fishbein in 1980 for use in the public health arena, it is also very helpful as a marketing planning tool. More.

The creative brief is a planning tool widely used by advertising agencies and marketing personnel when designing or implementing a marketing program. It can be used for programs directed at clients, employees, shareholders, potential investors, the media, or any other target group. It is a cooperative tool by which those involved in a project focus their thoughts and ideas. When used properly, it can also reduce the time and cost associated with marketing projects, as it requires all the key participants to agree on important factors at the onset of the project. The attached sample provides an overview of the tool and a blank worksheet form.

Want an idea on how to improve your sponsorship program and present a better value-proposition to your intended sponsors? What if it also got your members more involved in sponsorship and cost almost nothing extra? Read on.

If you’ve got a couple-ten-thousand bucks to have a high-end market research company design your surveys, then don’t worry about it. But if you ever develop surveys in-house to give to employees, customers and the general public, take a look at our survey guidelines.

All right. You’ve finally settled on an overarching brand message. But you’ve got salespeople, ops folks, and regular-old-employees who only know about your products and services from before the brand gestalt descended. How do you take the same-old-stuff and communicate how it fits into the wonderful new brand strategy. You, my friend, need a brand matrix.