Here are some interesting ideas on effective marketing strategies, from the author of Your Marketing Sucks. I particularly like this bit of advice:
"If you have an advertising agency that applies for any kind of award — Clios, whatever — fire them immediately," urges Stevens, president of Westchester (N.Y.)-based MSCO, a full-service marketing firm. "If they talk about building 'mind share', fire them immediately as well. That's just another way of saying they'll camouflage their failure to generate sales behind an intellectual smoke screen."
He thinks ad agencies should be more concerned with building your business and less concerned with winning awards.
