Is there any stronger marketing message than a testimonial? Probably not. Companies like Angie’s List and organizations like the Word of Mouth Marketing Association will tell you that testimonials are peerless. If a couple of Indianapolis residents have their way, cities like ours may soon agree.
A few months ago, Pat Coyle, Director of Database Marketing for the Indianapolis Colts, read with interest an article in the IBJ about the recent branding efforts being undertaken by several groups across the city. The idea was to pool their resources, focus on one branding concept, and get a better response by having all of the groups singing the same tune. At the time of the article, the group had just rejected “The New Midwest” as a possible candidate and had retreated to the drawing board to come up with something new.