Advertising Is Good For You

Unisys has achieved the holy grail of B2B new business development: a sure-fire way to get the attention of the C-level executive.

Information technology company Unisys is executing a highly-targeted -- and highly-unusual -- new business effort.

When the newest issue of Fortune lands on the desks of 20 select CIOs, there should be some audible gasps: according to The Wall Street Journal, the cover of each executive's issue of Fortune will feature each executive's own face on the cover. The back cover of each issue will include a personalized letter from Unisys.

Can you imagine the smile creeping across these executives' faces as they peruse their magazine?

More to the point, can you imagine these executives not taking a call from Unisys?

Extra Credit Points

In my humble opinion, most B2B tag lines are crap. Unisys' tag line is a notable exception that receives my highest praise: I wish I'd done it.

M&Ms Let B2B Marketers Have Some Fun While Building Awareness

Being a chocolate freak, I was very excited when I learned the makers of M&Ms  make it possible for companies to personalize the candies with their own brand or message.

And this being the time of year when many companies are placing orders for the holiday gifts they'll be giving to customers, vendors and valued employees, I thought you should know about My M&Ms® (the division that makes all this candy branding magic possible).

And, no, I'm not being paid to shill. Although, if someone were to offer me, say, a pound of M&Ms, I'd certainly be inclined to accept them.

People Continue to be Enamored With Their Own Names

From the world of e-mail promotions, Melinda Krueger, principal of Krueger Direct/Interactive, reports that personalized subject lines not only have higher open rates, but higher click-through and conversion rates, as well.

Of course, (your name here), it should go without saying that gratuitous personalization is never a good idea. Wouldn’t you agree, (your name here)?