Idea Factor Blog

Do YOU have a small, hard to reach target audience?





If your products or services can best be used by a relatively small target audience— the best way to gain impact is to increase your footprint.

Obtaining Key Decision Maker Names and Titles as well as Influencers — can enhance the size of your list and help you open the door.

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What are your customers telling you?

dog with big ear






Are you listening to your customers?

I mean really listening?

Your Customer Service Center has its finger on the pulse of what’s happening in your marketplace. Good reporting will keep you apprised of all activities both good and bad.

Reports for:

  • Product inquiry
  • Promotions
  • Praise
  • Packaging
  • Complaints
  • Market trends

These are just a few reports that will allow you to cap out any issues before they damage your brand OR become costly to fix.

In these days where we are all challenged to DO MORE WITH LESS — it’s easy to not pay attention to items that arise creating discomfort.

BUT that active non-listening can cause your company serious costly recalls, the loss of cultivated  Brand advocates and more.

Get your Consumer Relations Department to create meaningful reports on a monthly basis and get your “Ears On”!

You’ll be very happy you did!

Idea Factor —  making Customers HAPPY —  one call at a time.

Website Scoring Systems and Qualified Leads


Jump through hoops

Are you using a Web SCORING System to help you to identify Qualified Leads?


I had an interesting call the other day from a prospective company that is interested in Lead Generation.

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What I’ve Learned — Stay Focused!



Once you reach an age where you can no longer reverse the numbers to make yourself feel better….43 is 34…52 is 25, see what I mean? You tend to remember several people in your life who started a sentence with:  “What I’ve learned is…”

And now – it appears it’s my turn. Read More

Content Marketing vs Traditional Marketing


Content Marketing- are you a fan?

As my career in direct marketing quickly approaches the 3rd decade — I find it fascinating that almost every new Customer that I meet asks me what my position is on Content Marketing and/or Social Media as a whole? Read More

A Heart-felt Goodbye

girl crying

Idea Factor is great place to work! I will miss it here! Could you please expand to Brantford, I hear office space is really inexpensive and the proximity to Toronto and the US makes it a great location for businesses??? (LOL, I had to try) I would love to stay but I would like to be closer to my new home out there, that’s my only reason for not staying. No matter where I go I will always cherish my time here and I’m forever grateful that you gave me the opportunity to work here and being part of something great!!!

Walking through the doors of Idea Factor every day and feeling the positive energy that our great culture and happy, engaged team generates motivated me the most. You feel it immediately, that sense of something exceptional happening here. I believe that being a great place to work is the difference between being a good company and a great company. Idea Factor is a GREAT Company. When a company and the Owner truly cares about its people, nurtures the culture, defines the purpose, creates a great environment and offers challenging work, great things happen. Striving to be a great place to work is not easy, but it’s definitely worth it.

Thank you, for EVERYTHING I wish You and your Team LOTS of growth and success!



Well Deserved Recognition!

The Worldwide Association of Female Professionals Recognizes Cheryl Cappellano

Cheryl Cappellano photo

Cheryl Cappellano is the Owner and President of Idea Factor Inc., a Lead Generation and Gold Service call center that specializes in inbound and outbound calls, direct marketing, survey structure and management, and digital marketing correspondence and media. As a seasoned marketing and advertising professional, Cheryl has over 20 years of experience and has run the company since 2006. She oversees client relations company-wide, engaging in face to face meetings, helping to develop sales, cultivate leads, and—most importantly—customer relations.After completing her education, Cheryl found a natural progression in her field as she dove into the innovative marketing and business intelligence industry. She was nominated Female Entrepreneur of the Year 2011, 2012 and 2013 by the Royal Bank of Canada, and was also a Finalist in Business Excellence from Burlington Chamber of Commerce in 2013.

Cheryl dedicates herself to building and cultivating relationships with global and community customers alike. She finds great reward in seeing the success of her clients that results from the company’s hard work and dedication. A pillar of her community, she is keen to give back and donates much of her time to giving back to children in need. She is eager to share her knowledge with other female professionals and serve as a mentor, helping to empower the next generation of marketing professionals.

Frequently called upon to speak publicly on topics concerning advertising, marketing and strategy, Cheryl is as passionate about her field now as ever, and embraces its every evolving developments. She finds the greatest reward to be seeing the abundant success of her clients, as both she and they grow their businesses together.

Cheryl resides in Burlington, Canada, from where she manages operations that extend all over North America.

The Worldwide Association of Female Professionals Member Cheryl Cappellano can be found on the Association Directory, where she is looking forward to networking with you.



Customer Service at it’s BEST!


Thank you to the staff at Saks Fifth Avenue in Canada for remembering and demonstrating the lost art of Customer Service with a SMILE!

I had the pleasure of visiting the new store which is attached to The Bay on Queen in Toronto. It’s a beautiful store with lots of lovely things to look at — but the best part is the Staff. Read More

Thank you!

Soldiers at airport


At first I thought this posting has NOTHING to do with business.

On further reflection it has EVERYTHING to do with business.                                 

AND the fact that I am able to run my business day to day because of these brave men and women.

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List Cleansing, a Necessary Evil for Businesses

robot-cleaning-data-linkedin (003)

List Cleansing

Known to some as list validation or list verification, all businesses MUST do list cleansing.  It is essential to be efficient and cost effective for

  1. a) Marketing,
  2. b) Distribution of information
  3. c) Billing.

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