Remove impression

Paul Gillin

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Facebook Tips for Midsize Businesses

Paul Gillin

Use Facebook for sampling. Conventional wisdom holds that product samples need to be distributed on the street or unsolicited to the mail. One North Social customer that makes pretzels distributed 10,000 samples in less than 24 hours by sending them to people who liked its page. Be creative with promotions. Get people involved.

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How Much Should You Pay For Content?

Paul Gillin

“I once commissioned a story from a freelancer who had an impressive portfolio of published work, but who apparently had also worked with some outstanding editors. Be sure to ask any prospective writer for samples of his or her work in your field of expertise. Published samples won’t do you any good.

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How B2B and B2C Marketing Are Different

Paul Gillin

Download a sample chapter. I’m sure this list is not comprehensive, so leave a comment with your impressions. The fact is that much of what works in consumer markets would fail in B2B interactions. There are plenty of opportunities to apply social media tactics, but the context is different. Value-driven decision-making.

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Transforming P&G

Paul Gillin

That’s an impressive statement coming from one of the world’s largest TV and print advertisers. Success can be a curse, though, and the maker of Crest, Tide and about 25 other billion-dollar brands has struggled to wean itself from a traditional focus on coupons and samples in favor of a culture of engagement.