Terrella Media, Inc.

Archive for the ‘Brand Community Media Strategy’ Category

eNewsletter Subject Line Fail If you want me to open a newsletter, give me a reason.
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Email and Social Media Marketing | 03-Sep-09 | no comments
Eichler Faire Draws Astounding 400+ Attendees The Eichler Remodeling Faire would not have happened without Ron Key's vision and his relationships with construction and design partners who participated in the event.
Filed in Brand Community Media Strategy, Email and Social Media Marketing, Event Marketing, Event Marketing and Production, Events | 19-May-09 | one comment
Gibson USA: Rockin’ Content Congratulations to Gibson USA, for their enewsletter that delivers real customer-focused content: player profiles, lessons, gear, music performances, and more. Bravo
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing | 03-Apr-09 | no comments
Making Spam Pay: Email Economics I wrote a draft of this article in mid-2003. Then I chickened out. When it came to the topic of spam, I feared ridicule. With the continuing deluge of spam, I would have had more confidence in an article titled “Achieving World Peace in Three Easy Steps.” For me, it was the proverbial no-win situation. [...]
Filed in Brand Community Media Strategy, Email and Social Media Marketing | 04-Mar-09 | one comment
Custom Publishing Review: The Costco Connection Positioned as "a lifestyle magazine" for Costco's business and executive members, The Costco Connection features a delightful goody bag of features and departments.
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 02-Feb-09 | 2 comments
Using Media to Bring People Together CA-Modern magazine serves the owners of Eichler homes and other mid-century modern homes across California. This is the very definition of niche publishing, connecting sellers and buyers in a highly-targeted market. CA-Modern’s advertisers consist mainly of contractors and manufacturers who specialize in maintaining and remodeling these stylish homes. CA-Modern can count many success stories among [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy, Terrella Media News | 29-Jan-09 | no comments
Speechless: An Open Letter to Apple [updated 1/3/09] [updated 1/5/09] [updated 1/14/09] “Et tu, Apple?” Dear Apple, This week you announced that this year’s Macworld Conference & Expo would be your last, and that Apple’s SVP of Worldwide Product Marketing Philip Schiller will stand in for boss Steve Jobs as the opening keynoter. You defended your decision, stating: “Apple is reaching more people in more ways than [...]
Filed in Brand Community Media Strategy, Email and Social Media Marketing | 26-Dec-08 | no comments
Custom Publishing Review: Magazine Misses the Healthpoint What good is a branded magazine without the brand? Just last week I received a copy of Healthpoint Magazine, a publication of Mills-Peninsula Health Services (San Mateo, California). Trouble is, by looking at the cover I had no way to know who produced it. It has no Mills branding. Then when I looked inside, it dawned [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Publishing Strategy | 02-Dec-08 | 2 comments
Marcomm Integration with Brand Community Media / Custom Publishing How a brand community media program can incorporate multiple marcomm objectives Marketing organizations use a mix of communications activities – such as advertising, direct mail, customer research, and P.R. – to pursue diverse objectives. A company might develop one marcomm program to keep “at risk” customers from switching to an upstart competitor, another to support a [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 18-Nov-08 | no comments
Where’s the Love? Sustaining Brand Value "We need emotional content." The student tries again, and the master intones, "Don't think. Feeeeel. It is like a finger pointing away to the moon. Don't concentrate on the finger, or you will miss all of the heavenly glory."
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Dave Kalman Analysis, Publishing Strategy | 15-Nov-08 | no comments
Brand-Focused vs. Customer-Focused Content Extend your marcomm portfolio with consumer-focused media Managing a brand requires focus: communicate the brand identity, rinse and repeat. And repeat. And repeat. As you accrue brand equity, you can then broaden the relationship with consumers by carefully extending your brand offerings. By “carefully,” I mean that you must assess whether a new product at least [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing | 12-Nov-08 | no comments
Using “Engagement” as a Media Planning Metric Rules of Engagement In selling advertising, publishers often promote as a key benefit the value of engagement. This term is understood to mean the quality of a consumer’s experience of a publication, with the clear implication that the greater the engagement, the greater the value to the advertiser in terms of ad performance. AdAge.com recently reported on [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 17-Aug-08 | no comments