A directory of resources inthe field of technical communication.

Marketing

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51.
#25949

Create Effective Brochures (Paper-Based and On-Line)

In business circles, the value of brochures is a topic of endless debate. Are they effective marketing tools, or a waste of time and resources? The answer is that it depends very much on how they're designed.

Bennaco (2004). Articles>Writing>Marketing

52.
#25513

Creating a Sales Page That Converts

Anyone can put up a web page, but putting one up that actually sells requires some skill. Discover exactly what you need to do!

Beckert, Loren. Webcredible (2005). Design>Web Design>Marketing>Usability

53.
#20557

Creating an Academic Program for Technical Marketing Communication   (PDF)

Technical marketing communication is a growing category of employment. Yet recognition of these employment opportunities has not fully extended to the development of academic courses and programs that would prepare students or enhance the knowledge of working professionals. Students can gain valuable training in current programs for advertising, public relations, business communication, and technical communication. However, because the marketing-oriented programs generally don’t focus on technology products and the technical communication programs don’t focus on promotional materials, students themselves must craft a synthesis of the two aspects—often with incomplete and unsatisfactory results.

King, Janice M. and Judith A. Ramey. STC Proceedings (1996). Articles>Education>Marketing

54.
#22724

Creating an Outdoor, Durable Event Banner

Takes you through each step needed to create a durable outdoor banner.

Hewlett-Packard. Presentations>Document Design>Marketing

55.
#34196

Creating Marketing Slides for Engineering Presentations   (peer-reviewed)   (members only)

Defines basic sales terms. Explores ways to use text and illustrations to create engineering marketing slides. Examines six methods of strengthening the persuasiveness of engineering marketing slides.

Jennings, Ann S. Technical Communication Online (2009). Articles>Presentations>Marketing>Engineering

56.
#20842

CRM: A Way of Thinking About Customers

Marketers have many ways to influence customers' purchasing behavior and decisions. They start with advertising aimed at acquiring new customers and continue through sales and customer service that generate repeat orders. Until recently, it was normal for many of these functions to be performed by a company's different departments, which did not act as a unified team.

Allen, Cliff. Allen.com (2003). Design>Web Design>Marketing>CRM

57.
#24520

Customer Service IS a Profit Center

If you provide after the sale customer service reluctantly, or delegate it to outsourced, but cheaper, providers, you're making a huge mistake. Customer service generates revenue via word of mouth, cross-sell and up-sell opportunities, and repeat purchases by satisfied customers.

Streight, Steven. Blogger.com (2004). Articles>Business Communication>Quality>Marketing

58.
#38193

Decision Architecture in the Wild: A Real-Life Example

The principles of decision architecture, although often subtle, are also very powerful. This is why decision architecture is such an important discipline to include within the practice of UX design.

Roller, Colleen. UXmatters (2011). Articles>User Experience>Marketing

59.
#13606

Deconstructing the Author Photo

Let's be honest. Writers used to be a homely lot and most of them still are. The general unattractiveness that spurs them to write in the first place (versus, say, leaving the house) is compounded by a characteristic, bloodshot squint earned through hours of deciphering Canada Council grant applications and the night before's Molson marinade, downed to obliterate the rejection-letter blues. Lighting and soft lenses can only hide so much. Yet publishers insist on including the author's photo on the book jacket, their unsightly portraits like roadside accidents from which you can't turn away. Trolls belong under the bridge, not on the bridge's architectural brochure.

Boucher, Lorie. Writer's Block (2002). Articles>Publishing>Photography>Marketing

60.
#31503

Demystifying Ways Employees Deliver on Brand Promises

At the heart of a successful brand strategy is a clear understanding of the customers you serve and what’s important to them. Employees need direction on what the customer expects and the actions they must take to deliver on those expectations. To gain this understanding, employees must identify the interactions from the customer’s point of view to determine whether or not the company is living up to its customer “promise.” While companies can easily measure marketing dollars spent on brand-building initiatives, understanding how the brand drives customers’ purchasing decisions has often proven to be more elusive.

MacDonald, Maril. Communication World Bulletin (2004). Articles>Business Communication>Marketing

61.
#33431

Design for Persuasion

Five proven techniques for powerful and effective marketing design.

Blum, Sandra J. Dynamic Graphics (2005). Articles>Graphic Design>Marketing>Persuasive Design

62.
#37899

A Designer and a Marketer Walk Into a Bar...

When did marketing become the Evil Empire? Why is it that marketers are seen as crass manipulators, battling to the death with their pure-hearted UX counterparts? What if you're trying to do both, and doing it for the good of your users?

Grocki, Megan. UX Magazine (2011). Articles>Collaboration>Graphic Design>Marketing

63.
#37518

Designing Style Guidelines For Brands And Websites

A website is never done. Everyone has worked on a project that changed so much after it launched that they no longer wanted it in their portfolio. One way to help those who take over your projects is to produce a style guide.

Neville, Kat. Smashing (2010). Articles>Web Design>Style Guides>Marketing

64.
#19478

Developing an Effective Online Marketing Plan   (PDF)

A business plan is a basic strategic guide showing where your business should be going over the next one to five years. A marketing plan is a subset of the business plan. It lays out the goals and quantifiable objectives for all of your company’s marketing activities, such as TV, radio, print, or online. An online marketing plan is a subset of the marketing plan for all online activities. The center of the plan is the Web site, but the overall plan could include more than just the site. It could include e-mail, mail subscriptions or lists, newsgroups, online advertising, and even chat room participation. This paper discusses the elements of an online marketing plan, the strategy, tactics, and offers. It also briefly discusses an example project.

Caldanaro, Regina M. and Jodie Pait. STC Proceedings (2001). Careers>Management>Marketing

65.
#24911

Developing Successful Marketing Materials: An Evaluation Workshop   (PDF)

A marketing piece that holds a reader's interest and delivers its message is successful because it integrates a variety of writing techniques with the visuals and layout. This workshop will help you identify successful techniques for marketing materials such as brochures, data sheets, white papers, and press backgrounders.

King, Janice M. STC Proceedings (1995). Articles>TC>Marketing

66.
#10885

The Devil His Due

The online adult industry leads the B2C marketplace. On the web's ghost-town Main Street, populated with derelict online storefronts, the Porn Saloon is still open and still doing good business (though not as good as before). Given that success in our culture is associated with making money, the online adult industry is showing the rest of the industry a possible path to online success. Designers, developers, and site owners can learn from the porn industry. Not from its generally ridiculous branding and graphics, but rather from its affiliate programs, technology, and customer service.

Jacobson, Bob. List Apart, A (2001). Design>Web Design>Marketing

67.
#13582

Digital Photo Tent Ideas

Each year we like to highlight some of the outstanding print publication samples we've seen and ask ourselves is there opportunity for a do-it-yourself project.

Showker, Fred. Design, Typography and Graphics (2002). Design>Document Design>Marketing

68.
#21062

Do Web Enhancements Pay Off?

It's commonly thought that investing in loyalty-building features such as personalization is a sure-fire way to increase profits. This is because it costs less to keep a customer than to attract one in the first place. However, a deeper look into the economic value of Web site enhancements might have you changing your priorities.

Allen, Cliff. Allen.com (2001). Design>Web Design>Marketing

69.
#33316

Does Twitter Fit into Your Branding Strategy?

Twitter, often referred to as the water cooler of the Internet, teaches us the art of brevity by limiting communication to 140 characters or less. But unless you can compress instructional content in ingenious ways, you’ll find Twitter limiting as a method for delivering documentation. Instead, Twitter is better used for the following: eavesdropping on customer conversations; putting a personal face on your company; and increasing the reach of your announcements.

Johnson, Tom H. I'd Rather Be Writing (2008). Articles>Web Design>Marketing>Blogging

70.
#33184

Don’t Cut That Marketing Budget Yet

Whether your company intends to decrease spending or not, before you slash and burn across the board, you may want to consider preserving your web marketing budget or even moving more money into it.

Wieland, Diane. Duo Consulting (2008). Articles>Management>Marketing

71.
#22071

Don't Submit Your Website to Any Search Engines

Submitting your website to every search engine is an incredibly time-consuming process. There are hundreds and hundreds of them out there - no doubt, you've come across the companies who'll submit your website to 1000 search engines for you. Search engine professionals know that the vast majority of these search engines have a very low usage rate and will drive hardly any traffic your way. In fact, it's only a handful of search engines that drive the majority of traffic from search engines to websites.

Moss, Trenton. Webcredible (2004). Design>Web Design>Marketing>Search

72.
#31529

Dos and Don'ts of Branding

Corporate brands are built by countless interactions between people - customers and clients, suppliers and distributors, shareholders and communities, and one another. If your brand does not reflect your people in a way that makes them proud and passionate, they will not deliver the brand experience in the marketplace. Some do's and don'ts for corporate branding.

Riese, Tracey G. Communication World Bulletin (2003). Articles>Business Communication>Marketing

73.
#24576

Earthlink Scores Big: TV, Web, Core Values

A recent Earthlink TV commercial demonstrates how a company can use humor, sci fi, innovation, and benefit oriented brand marketing to please and inform customers. Plus, a great web site and high quality ethical core beliefs and values. Very user-centered.

Streight, Steven. Blogger.com (2004). Articles>Technology>Marketing>E Commerce

74.
#27813

Email Newsletters: Surviving Inbox Congestion

Newsletter usability has increased since our last study, but the competition for users' attention has also grown with the ever-increasing glut of information.

Nielsen, Jakob. Alertbox (2006). Articles>Usability>Marketing>Email

75.
#21064

Emotions Trigger The Right Moves

We pump out a lot of information about product features and benefits on the Web, but have you taken a look at how much -- or maybe how little -- we use emotional appeals to help customers buy our products? Take a look at how customers make purchase decisions.

Allen, Cliff. Allen.com (2001). Articles>Business Communication>Marketing>Emotions

 
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