Although a company’s corporate identity can be beautifully reflected in the design of its logo, all too often shabby execution or lack of usage consistency can make an otherwise competent organization appear unprofessional. Superior design and execution of a logo goes hand in hand with an intelligent, forward-thinking branding strategy. Which artwork, colors and typestyles…

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As published in a 2008 edition of The Northeast Pennsylvania Business Journal By Bonnie J. Longbotham President/Creative Director of Longbotham Strategic Marketing – Good advice: Establish a system and a set of procedures and document them! Flimsy business cards. Royal blue tee shirts with “invisible” red silk-screened lettering. A blurry logo in last week’s newspaper…

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Answers to Your Marketing Questions By Bonnie J. Longbotham As published in the December 2002 Edition of The Northeast PA Business Journal – Question: This year, my company is giving chocolate as client gifts. Even with a bow, the boxes seem plain. Although we can’t spend tons of money on huge gifts, we’d still like…

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Answers to Your Marketing Questions By Bonnie J. Longbotham As published in the December 2002 Edition of The Northeast PA Business Journal – Do you have big goals for 2003? Feeling a little overwhelmed? Why not start off with something small? If your phone number has a 570 area code, make sure – once and…

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Answers to Your Marketing Questions By Bonnie J. Longbotham As published in the November 2002 Edition of The Northeast PA Business Journal – Question: Someone called our company, asking us to advertise in a publication that we’ve never heard of.  How do we know who they really are and that the piece will be printed…

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The entire concept of a display window is to attract the attention of a passerby and encourage him or her to stop and view the window, and then enter the establishment.  Although some of these same tricks can work for visual merchandising in-store, the grab-you-by-the-seat-of-your-pants effect works better in windows. You might use: • Something…

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Answers to Your Marketing Questions By Bonnie J. Longbotham As published in the October 2002 Edition of The Northeast PA Business Journal – Question: One of our employees recently created a laptop presentation for use as a sales tool.  Although I admire his initiative, it seemed really “busy” and crowded. Is there anything we can…

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Answers to Your Marketing Questions By Bonnie J. Longbotham As published in the August 2002 Edition of The Northeast PA Business Journal Question: My company is planning to film some television commercials this Spring. To save money, we’re considering using “locals” instead of hiring professional models or actors. Do you have any tips to share?…

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