Our white papers are sure to give you fresh marketing insights. Not to mention, fresh wrinkles on your brain.
The Pinhole Economy
In recent years, technology has enabled swift modernization, and that in turn has mandated a general de-institutionalization in our society. Now, there’s a complexity to everyday things that we must all live with, sort through, and maximize for our own personal good.
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Best Practices for Selling Building Products Through Contractors
In the past year, residential contractors spent an estimated $25 billion on building products. Overall spending for the construction industry in 2011 was $816 billion. And global construction spending is expected to reach $4.6 trillion by 2015. Contractors have tremendous influence over the purchase of building products and manufacturers must develop sounds strategies for approaching this group…(+) More…
Getting Through The A&D Pinhole
The last several years have been marked by major disruption in many economic segments. Whole new categories have been created (who knew a few years ago that we needed to store 15,000 songs on little drives in our pocket?). Whole categories have declined (where have all the bookstores gone)? End users and key influencers, who already control the marketing conversation, are moving further and further upstream in the production chain. What is going on here?(+) More…
Green is Dead: Or Object Lessons in How To Overuse A Marketing Opportunity
In January 2005, Point to Point published a white paper on green marketing opportunities targeted to manufacturers in the building and architectural products sector. That paper gave a broad overview of green marketing as it was emerging, and offered strategies for integrating green into one’s business – and potentially reaping its benefits. A lot has changed since 2005…(+) More…
Will a Reversal of Fortune Mean a Reversal of Roles?
Why Men May Soon Deserve More of Your Marketing Attention
It’s widely recognized that women are the primary healthcare decision makers and influencers. In addition to their own healthcare choices, women have controlled over 80% of household spending, making purchase decisions for their spouses, children and parents. It stands to reason that given their decision-making clout, healthcare marketers have increasingly focused much of their outreach, services and advertising toward women. But times are changing for our favorite target audience…(+) More…
Keeping in Sync With Consumers Who Are Re-Thinking Their Healthcare
One of the things Americans are buying less of is healthcare. And with all the news coverage on healthcare reform, it’s critical that providers not lose perspective of how to connect with consumers’ smaller wallets. Our white paper, “Keeping in Sync With Consumers Who Are Re-Thinking Their Healthcare,” discusses ways of influencing people’s thinking to better position providers in a difficult economic climate…(+) More…
Translating Consumer Success Into B-to-B Success
A few months ago we started taking a hard look as to why brands that are consumer-centric often struggle in the b-to-b space. After a bit of research and deep thinking about what we regularly experience, we crafted a white paper, “Translating Consumer Success into B-to-B Success.” We found that there are six common and might we say avoidable mistakes when crossing over from a consumer-centric space to business marketing…(+) More…
The Changing Role of Consumers in Healthcare Decisions
While consumer-driven healthcare has become a common industry buzzphrase, there are still many questions about the concept that are unanswered and extremely significant, both for healthcare consumers and providers. Will consumer-driven healthcare include the majority rather than the minority of insured Americans? And if so, do we need to compete differently to earn consumers’ healthcare business when they are firmly the drivers of choice?(+) More…
