http://www.artipot.com/authors/1782/david-poulos/ Latest articles by David Poulos from Artipot - your one-stop resource for free articles. http://www.artipot.com/articles/320054/how-to-assess-and-enhance-membership-value-part-1.htm There are many areas of common interest among member-based organizations, especially now, but the largest and longest running area of concern is certainly finding and keeping members. But how do you present that value proposition to both new and existing members in a way that keeps them engaged and involved, year after year? Fri, 03 Apr 2009 07:56:46 +0000 http://www.artipot.com/articles/320054/how-to-assess-and-enhance-membership-value-part-1.htm http://www.artipot.com/articles/303963/brand-strength-assessment-tools-you-can-use-now.htm Senior management at most successful businesses have realized that their brand, and the characteristics it represents, is one of the most valuable assets they own. But how do you know if your brand is strong, if it is being diluted or damaged, or is entirely corrupt and even damaging? Fri, 13 Mar 2009 19:41:42 +0000 http://www.artipot.com/articles/303963/brand-strength-assessment-tools-you-can-use-now.htm http://www.artipot.com/articles/238120/brand-extensions-theyre-not-just-for-breakfast-cereal-anymore.htm A Company's brand is one of its largest, most important assets, one that takes years to develop, one that must be nurtured, massaged, cultured and maintained. The creation of brand extensions, brand fragments, sub-brands and divisional spin-offs can allow your business to more closely identify potential customers, better serve existing customers, and create more value for... Sun, 23 Nov 2008 02:02:23 +0000 http://www.artipot.com/articles/238120/brand-extensions-theyre-not-just-for-breakfast-cereal-anymore.htm http://www.artipot.com/articles/234975/10-things-you-can-do-to-boost-attendance-at-your-next-conference.htm Everybody likes something for nothing, but most business people have become spoiled by attending meetings and conferences on the company's dime. Below are 10 approaches that have found success, under a variety of economic conditions, at putting attendees in their place - at your meeting. Wed, 19 Nov 2008 15:26:03 +0000 http://www.artipot.com/articles/234975/10-things-you-can-do-to-boost-attendance-at-your-next-conference.htm http://www.artipot.com/articles/212262/get-top-results-when-you-crank-up-the-direct-in-your-direct-mail.htm Direct mail promotions are designed to be one-to-one communication vehicles. Sometimes the "direct" portion drops off the map, and we end up producing unplaced promotional brand ads in an envelope. To boost returns from your direct mail program, make sure the "Direct" gets full attention. Thu, 02 Oct 2008 04:51:48 +0000 http://www.artipot.com/articles/212262/get-top-results-when-you-crank-up-the-direct-in-your-direct-mail.htm http://www.artipot.com/articles/147683/dimensional-mail-most-effective-direct-response-strategy-for-b-to-b-sales-part-ii.htm This article addresses the strategic approach to reaching top executives with the right message in a receptive framework. Fri, 06 Jun 2008 15:10:31 +0000 http://www.artipot.com/articles/147683/dimensional-mail-most-effective-direct-response-strategy-for-b-to-b-sales-part-ii.htm http://www.artipot.com/articles/145753/dimensional-mail-most-effective-direct-response-strategy-for-b-to-b-sales-part-1.htm Want to boost response in your B-to-B mailings? Need to break into new markets, find a new application for an existing product to a new audience? Need to reach out to hard-to-get-at executives and get their attention? Need to increase your response rate to the tune of 300% while increasing ROI? Wed, 04 Jun 2008 01:46:13 +0000 http://www.artipot.com/articles/145753/dimensional-mail-most-effective-direct-response-strategy-for-b-to-b-sales-part-1.htm http://www.artipot.com/articles/104236/7-myths-about-marketing-in-economic-downturns.htm In an ideal world, marketing activity would be self supporting, always pay back multifold what it costs to execute, and be effective in reaching every potential buyer in the appropriate sector all the time. But in the world where the sky is blue, marketing activities are driven by several factors. Tue, 04 Mar 2008 07:06:18 +0000 http://www.artipot.com/articles/104236/7-myths-about-marketing-in-economic-downturns.htm http://www.artipot.com/articles/103065/branding-efforts-drive-sales-when-combined-with-direct-response.htm The term "Branding" has been in use in American marketing vernacular since the 1800s, first being used for cattle in the west to identify members of the herd belonging to a single owner, but branching out to consumer goods shortly thereafter . . . Sun, 02 Mar 2008 04:41:18 +0000 http://www.artipot.com/articles/103065/branding-efforts-drive-sales-when-combined-with-direct-response.htm http://www.artipot.com/articles/101743/brand-effectiveness-is-key-to-membership-growth.htm The visibility, awareness and effectiveness of your organization's brand directly impact your ability to recruit and retain members. If your organization isn't the first thing member prospects think of when they turn to industry issues, there's work to be done. Fri, 29 Feb 2008 14:42:05 +0000 http://www.artipot.com/articles/101743/brand-effectiveness-is-key-to-membership-growth.htm http://www.artipot.com/articles/89646/brand-effectiveness-key-to-membership-growth-part-2.htm In Part One, we discussed using in-depth member survey work to boost the visibility, awareness and effectiveness of your organization's brand, and how it can directly impact your ability to recruit and retain members. If your organization isn't the first thing member prospects think of when they turn to industry issues, there's work to be done. Mon, 21 Jan 2008 08:24:41 +0000 http://www.artipot.com/articles/89646/brand-effectiveness-key-to-membership-growth-part-2.htm http://www.artipot.com/articles/51208/basics-prevail-when-it-comes-to-direct-mail-part-1.htm Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it's accountable, it's relatively predictable and efficient, and it can be tested and refined to maximize results. Sat, 18 Aug 2007 01:17:48 +0000 http://www.artipot.com/articles/51208/basics-prevail-when-it-comes-to-direct-mail-part-1.htm http://www.artipot.com/articles/51133/basics-prevail-when-it-comes-to-direct-mail-part-2.htm Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it's accountable, it's relatively predictable and efficient, and it can be tested and refined to maximize results. Sat, 18 Aug 2007 01:17:06 +0000 http://www.artipot.com/articles/51133/basics-prevail-when-it-comes-to-direct-mail-part-2.htm http://www.artipot.com/articles/50801/consultants-offer-flexibility-hands-off-productivity.htm With staff sizes and budgets restricted or diminishing, and top executives up and down the ladder under pressure to do more with less each year, many savvy executives are seeking help among the seeming army of consultants of every stripe to get their companies on the profitability track. Are they finding success down that road? Sat, 18 Aug 2007 01:14:00 +0000 http://www.artipot.com/articles/50801/consultants-offer-flexibility-hands-off-productivity.htm http://www.artipot.com/articles/49522/10-things-you-can-do-today-to-boost-the-effectiveness-of-your-marketing-program-part-2-6-10.htm If you think of your outreach marketing program as the volume control for the information reaching prospective members or customers, it would be a simple impulse to turn up that switch when you needed more members, or wanted to launch a new program - improving your communications in one simple motion. Unfortunately it's not really that simple. Sat, 18 Aug 2007 00:16:57 +0000 http://www.artipot.com/articles/49522/10-things-you-can-do-today-to-boost-the-effectiveness-of-your-marketing-program-part-2-6-10.htm http://www.artipot.com/articles/49502/list-offer-copy-still-as-valid-today-as-it-was-50-years-ago.htm Direct marketing is often called a game of dollars - getting the basics down and understanding where to put in the time, money and effort where it will do the most good and return the results you need. Sat, 18 Aug 2007 00:16:48 +0000 http://www.artipot.com/articles/49502/list-offer-copy-still-as-valid-today-as-it-was-50-years-ago.htm http://www.artipot.com/articles/49465/10-things-you-can-do-today-to-boost-the-effectiveness-of-your-marketing-program-part-1-1-5.htm If you think of your outreach marketing program as the volume control for the information reaching prospective members or customers, it would be a simple impulse to turn up that switch when you needed more members, or wanted to launch a new program - improving your communications in one simple motion. Unfortunately it's not really that simple. Sat, 18 Aug 2007 00:16:30 +0000 http://www.artipot.com/articles/49465/10-things-you-can-do-today-to-boost-the-effectiveness-of-your-marketing-program-part-1-1-5.htm http://www.artipot.com/articles/48921/research-data-drives-effective-creative-strategy.htm Without the underpinnings of solid market research or customer data, the best creative design and execution is just pretty pictures. To drive response, design must be anchored with accurate reliable customer research data . . . Sat, 18 Aug 2007 00:02:16 +0000 http://www.artipot.com/articles/48921/research-data-drives-effective-creative-strategy.htm http://www.artipot.com/articles/48885/let-customers-imagination-flow-for-effective-research.htm Bare bones quantitative research data on customers is only one method used to extract useful information to inform your marketing efforts. Right-brain, emotional qualitative research can provide unique insights to customer buying behavior that can be invaluable to creating a successful marketing campaign . . . Sat, 18 Aug 2007 00:01:59 +0000 http://www.artipot.com/articles/48885/let-customers-imagination-flow-for-effective-research.htm http://www.artipot.com/articles/48856/premiums-still-an-effective-tool-to-spur-publication-subscription-sales.htm Premiums or bonus gifts have been used for years to boost sales of everything from cars to cereal and snacks. This is still an effective technique today under the correct circumstances . . . Sat, 18 Aug 2007 00:01:40 +0000 http://www.artipot.com/articles/48856/premiums-still-an-effective-tool-to-spur-publication-subscription-sales.htm