Marketing Discussion
Strategy is the New Creative…
"Advertising looks fun and easy to do. So does playing the piano, Until you try it." – Stavros Cosmopulos, Advertising Luminary Strategy is the New Creative… Perhaps the subject here is a bit of red herring (still love that term from Marketing 101 textbooks). Strategy may not be the new creative, but it drew you [...]
The Burden of Loyalty
"Think you’re loyal – then prove it!" A loyalty obstacle course is not a strategy. "Retained customers are always far more profitable than newly acquired customers. They have a better understanding of the brand’s benefit and value, and they are easier to find and communicate with." – Christie Nordhielm, Professor, University of Michigan Ross School [...]
Let’s play… “How well do you know your target market”
The last thing I should be doing in the middle of the week before a holiday is watching videos online. That said, I had to see the world premier of the new Land Rover LRX…er…Evoque. Whatever the hell they want to call it, I had to see it. There was a big ceremony, live video [...]
Are you dogfooding your marketing?
Dogfooding , or, “eating your own dog food” is typically what happens when a company uses the products that it makes. Dogfooding in the context of marketing and communications, especially insofar as social media is concerned, is when an organization takes the time to leverage new age marketing technology to develop community, drive awareness and [...]
Build Customers, Not Just Products
Image by jc_091447 via Flickr How often do you see the marketing department blamed for a company that has fallen on hard times or for the closure of a tech startup? Rarely, if ever, is my assessment. Save for notable blunders like New Coke, or KFC underestimating the popularity of Oprah, marketing rarely takes center [...]
Are customer preferences ‘baked in’?
Image via Wikipedia Have you thought about personalization recently? Perhaps you just recorded and watched only the shows you wanted on your DVR, or you’re reading this blog (thank you!) through an RSS reader that brings you just the right content or you just custom-ordered something online made just the way you like it. I [...]
Relentless Focus
Image by Tiago Rïbeiro via Flickr Focus is a discipline that many individuals and businesses struggle to maintain. Between the emerging opportunities, daily fires to douse, persistent issues and humans just being human, it’s harder than ever to stay on track. When you add in the compounding pressures of a challenging economy, we tend to [...]
