4imprint Promotional Products Blog » Bluepapers

Copyrights, trademarks and patents

Kari — Tue, 24 Aug 2010 20:47:24 +0000

Products, services, logos, slogans, music, publications and inventions are known as intellectual property. Intellectual property law is the term for the multiple areas of law—copyright, trademark and patent—that governs the ownership and rights to these creations.

In this Blue Paper, we discuss the basics of what these protections are, why they are important to business, when and how to apply, and how to take efforts to ensure that you and your employees are not violating the terms of someone else’s copyright, trademark or patent.

Marketing Budgets Demystified

Kari — Tue, 24 Aug 2010 20:46:53 +0000

Clearly, marketing isn’t what it used to be and neither is the budget; but what still holds true amid the evolution is that budgeting takes research, planning and measurement to be successful. What is your business doing with your budget to ensure success in this new landscape? Read on to learn the basics of successful budgeting, to see where you’re business falls in line with other benchmarks and how to implement a budget that works.

Facebook™ Ad Campaigns

Kari — Mon, 02 Aug 2010 17:18:44 +0000

Effective advertising has much more to do with strategy development and targeted messaging, delivered via the media channels most likely to reach intended audiences. Luckily for businesses and organizations everywhere, technology trends and the socialization of the Internet have opened up a whole new world of advertising. Advertising through social networking sites such as Facebook stands to engage consumers as much as it stands to convince of a message.

Neuromarketing:When science and marketing collide

Kari — Tue, 13 Jul 2010 16:30:55 +0000

Traditionally, marketers and advertisers have long utilized focus group-based research as a means of gauging responses to products and communications of a brand. But just like the change to a consumer-driven marketplace, how we gather consumer opinions and reactions is changing.

It may sound futuristic, but there are now technologies that allow marketers to scientifically understand the mind of the consumer. It’s not science fiction, its neuromarketing.

Corporate Social Responsibility

Kari — Mon, 28 Jun 2010 20:12:24 +0000

In fundraising, there’s something called the “warm glow” theory that offers
reason for why people give. While research has suggested that tax benefits,
vested interest in causes and recognition all compel people to donate, it’s the
warm glow—the feeling of doing good—that truly drives the act of giving.

This theory has been extended to the corporate world as well. It is has
been proven that purchasing from companies that act ethically or give
to a cause provides further incentive (warm glow!) to the consumer.

Marketing and Web 3.0

Kari — Thu, 24 Jun 2010 15:36:42 +0000

Remember the Walkman™, that beat out the boom box, that turned into the Discman, that led the way for the MP3 player, that got eaten by the iPod™? It’s the perfect example of evolution. Just like the World Wide Web.

The Web is constantly changing as people innovate, as the demand for information ebbs and flows, and as cultures shift. The Web that Sir Tim Berners-Lee launched in 1989 is not the Web we know today, nor is the Web today what it will be tomorrow.

Corporate Involvement in Schools

Kari — Thu, 27 May 2010 19:45:43 +0000

Businesses and corporations have had an active role in public education for close
to a century. What began as a means of providing funding and resources for
schools and educators, corporate involvement in schools has grown to encompass
so much more—mainly, educational partnerships, sponsorships, incentive
programs, training opportunities and internship programs.

Lessons from the Recession

Kari — Mon, 10 May 2010 19:09:14 +0000

If this recession has taught us anything, it has served to remind us that basic b-school tactics are also required to sustain a business, regardless of economic climate.

The proof can be found in the handful of businesses that have not only walked away from the battlefield of the last two years relatively unscathed, but are actually better off than before with new investments, new products or increased sales.

These businesses all have one thing in common: They were successful before things went south; they were positioned and prepared to forge ahead.

Workplace Privacy

Kari — Thu, 06 May 2010 14:21:50 +0000

Psst … you, yes, you reading this Blue Paper. Don’t make any sudden movements
… you’re being watched.

No, you‘re not the subject of a CIA investigation. Instead, it’s more likely that monitoring and data collection is taking place as we speak, right here in corporate America—perhaps even your office—perhaps even by you.

Direct Mail Marketing

Kari — Thu, 06 May 2010 14:21:18 +0000

Sometimes marketing can seem akin to throwing a fistful of darts at random
moving targets in hopes of getting a single bull’s-eye. The savvy marketer,
however, knows that to be effective, messages need to be targeted to the
audiences most likely to be receptive, or in a way that is most likely to resonate.

What’s in an image?

Kari — Fri, 26 Mar 2010 14:08:33 +0000

There’s no denying the power of the written or spoken word in marketing and communications but sometimes it’s the image that truly defines a message. Whether it’s a photograph online or an illustration in print, a carefully chosen image can reinforce messages or simply serve to convey feelings or emotions that words sometimes cannot.

Beyond the team: Crowdsourcing

Kari — Fri, 26 Mar 2010 14:07:23 +0000

Although the term ‘crowdsourcing’ didn’t enter modern vernacular until coined by Wired magazine’s contributing editor, Jeff Howe in 2006, the general idea has been around forever. Crowdsourcing, at its most basic level, is about collaborative thinking towards a common goal. When you don’t have the answers or resources, you find someone who does or a group of people whose collective knowledge holds the key to your puzzle.

A new way to clip – online couponing

Kari — Fri, 26 Mar 2010 14:06:38 +0000

Coupons have long been used in marketing strategies to boost sales and promote
products. With the advent of the Internet, coupons have now evolved into a tactic
capable of so much more.

Mobile Marketing

Kari — Wed, 10 Mar 2010 18:08:00 +0000

Since its modern debut in 1982, the mobile phone has changed the way in which
we communicate. Now, with over 2 billion mobile subscribers worldwide, more and more marketers are realizing that the mobile phone can serve as a complementary medium to an overall marketing strategy. In essence, the mobile phone is a medium that could very well be the next holy grail of marketing…if it is used thoughtfully.

Green marketing

Kari — Fri, 05 Mar 2010 17:20:37 +0000

Green marketing is quickly making the shift from trendy marketing tactic to cultural movement as more and more consumers demand environmentally friendly products, made in a sustainable way. Green marketing is also about leveraging the green benefits of any product to appeal to the conscientious consumer. Get in on it now to do your part and to grow your business.

The Dawning of a New Workforce

Kari — Mon, 15 Feb 2010 19:31:49 +0000

Generation Y’s infiltration into the world’s workplace is happening now, not a few years down the road. Rather than run for cover or use same-old communication and management techniques on this budding group of employees, it’s time to face their presence head on and foster a mutually beneficial relationship.

Harness the power of online video

Kari — Mon, 15 Feb 2010 19:31:09 +0000

Whether you’re catching the latest episode of your favorite show on Hulu™, checking out the latest trending videos on YouTube or watching a series of how-to training videos, there’s one commonality: You’re contributing to the 160 million viewers that watch online videos each year.

Although you may be accustomed to viewing online videos for personal reasons, the medium has plenty of business uses as well. When used effectively, they can boost sales, increase site traffic and generate leads for your organization.

Ergonomics in the Workplace

Kari — Thu, 04 Feb 2010 18:40:44 +0000

Let’s face it: sometimes, work can be a pain in the neck. Or rather, the way in which work is preformed can cause a pain in the neck…or the back…or the wrists…or the knees…you get the idea.

According to the U.S. Department of Labor and Statistics (BLS), in 2008 work-related musculoskeletal disorders—like nerve damage from typing and injuries caused by improper lifting—accounted for almost 30 percent of all workers’ compensation claims…enter ergonomics.

Emergency Planning for Small Business

Kari — Mon, 01 Feb 2010 16:05:07 +0000

Often when we think of emergencies, we think natural disasters, pandemics, accidents or terrorism and we rarely think of these events in the context of the office. But this is a grave mistake: The good news is that you can take actions today to prepare your small business for disaster tomorrow.

Fundraising Basics Part II

Kari — Wed, 20 Jan 2010 21:14:52 +0000

Previously in Fundraising Basics: A Love Story, Part I, we discussed donor research
and prospecting. Now that your organization has identified and courted likely prospects, it’s time to make “the ask.”

Fundraising Basics Part I

Kari — Wed, 20 Jan 2010 14:26:49 +0000

The art of development is similar to a romantic affair. In order to appeal to donors
and build lasting relationships, your organization must first find someone with
similar interests, make a connection and then let the wooing begin.

An Introduction to Business Reading Groups

Kari — Thu, 03 Dec 2009 15:35:31 +0000

People who read at least seven business books a year earn a reported 2.3 times
more than people who read only one. Whether that information is strictly reliable or not, executives and avid readers everywhere will attest to the value of professional reading—for personal development, leadership training, continuous learning and company innovation.

Becoming a Thought Leader

Kari — Mon, 30 Nov 2009 16:27:16 +0000

For some people, the surest way to become a thought leader is to declare that
you are one. These people are not true thought leaders. True thought leaders are those who strategically cultivate industry insight to build foresight. They go beyond being experts to become innovators and in doing so they influence organizational change, sustainability and brand integrity.

Mastering microblogging for business

Kari — Wed, 11 Nov 2009 21:39:15 +0000

Twitter® has gone from a virtually unknown Web quirk to the buzz of the Internet
in a short period of time. Since its 2006 debut, Twitter has garnered millions of
users. As Twitter continues to gain momentum, more businesses are recognizing
its value as a legitimate business tool.

What’s in the Breakroom: Employee Diet and Productivity

Kari — Thu, 29 Oct 2009 14:32:01 +0000

Hold the donuts and the soda machine. Be careful with the fundraising candy
bars. Research shows that what we eat impacts our performance at work. From
mental clarity, to energy and stamina—food determines just how well our
bodies function.