Customer Advisory Programs: How-to articles covering the latest marketing tactics, tips, and strategies.

• Four Ways to Create an Army of Fans for Your BrandMack Collier
  Why do rock stars have fans but companies have customers? The short answer: that's what rock stars and companies want to have. But if you think like a rock star, ...
  Brand Ambassadors, Brand Loyalty, Brand Positioning, Community, Customer Acquisition, Customer Advisory Programs, Customer Behavior, Customer Engagement, Customer Evangelists, Customer Insight
• The Customer Lens: An Approach to Customer Touch-Point AnalysisBarre Blake
  Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet ...
  Brand Equity, Collaboration, Customer Advisory Programs, Customer Engagement, Customer Experience, Marketing Smarter, Measurement, Value Propositions
• Case Study: Harnessing Web 3.0 to Pump Up Brand Preference and LoyaltyKimberly Smith
  In this new age of conversation between corporation and consumer, chip-maker Intel and PC-maker ASUS have embraced "crowdsourcing." Allowing consumers to design the ideal PC, they are gaining valuable consumer ...
• Online Customer Communities Power Routine InnovationJohn Kembel
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater ...
  Collaboration, Creativity, Customer Advisory Programs, Customer Engagement, Thought Leadership
• Case Study: How Major League Baseball Doubled Fan Research Without Increasing CostsKimberly Smith
  Each year, when MLB's postseason culminates with the World Series, all eyes are on baseball—or are they? With most teams out of the running, do those fans continue to watch? ...
• Five More Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO (Part 2 of 3)Leland Shaeffer
  Part one of this three-part series examined the overall role the customer can (and should!) play in innovation. Here is a deeper look at five specific ways that Marketing can ...
  Collaboration, Customer Advisory Programs, Customer Engagement, High-Tech Marketing, Marketing Strategy, Marketing Tips
• Five Keys to Engaging the Customer to Produce Real Innovation (Part 1 of 3)Leland Shaeffer
  How can marketing professionals engage the customer to produce ideas for radical innovation? Marketing's leadership should materialize in five ways.
  Collaboration, Customer Advisory Programs, Customer Engagement, Marketing Tips, Segmentation, Voice of the Customer
• Taking the Fear Out of Customer Advisory ProgramsSherri Dorfman
  Planning and running a customer advisory program may seem daunting at first. But you can manage the job by charting your company's direction and approach at the outset. Here are ...
  Collaboration, Customer Advisory Programs, Customer Engagement, Hiring Outside Resources
• Satisfying the 10 Cravings of a New Generation of Consumers (Part 2 of 2)Lisa Johnson, Cheri Hanson
  Some of the most recent cultural touch points—groups riding the underground buzz on YouTube; MySpace selling music from indie bands; and the skinny jeans fashion trend—show a new market code ...
  Branding, Customer Advisory Programs, MySpace, Targeting, Word of Mouth, YouTube
• The Real Buzz: B2B Word-of-mouth Marketing for ITSteven Nicks
  Finding ways to encourage customers to talk about your company and products is easy once you know what to do. Even in the B2B space, you can indeed create buzz.
  B2B Marketing, Customer Advisory Programs, Customer Relationships, Measurement, Segmentation, Value Propositions, Word of Mouth

Customer Advisory Programs: Marketing downloads for the busy professional

• Customer-Centric Innovation: How Companies Engage Customers in Product Development and Radical Innovation
  Engaging your customers can help increase satisfaction, loyalty, and brand awareness. This research report will help you understand the role of customers in product development.
  Customer Advisory Programs, Customer-Centric, Market Research, Product Management