Product Marketing

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• Four Lessons for Brand Managers From the Race for the White HouseJens Lundgaard
  Not Apple, not General Motors, not Microsoft. If we're talking the really big brands currently dominating American consciousness, we're talking politics: the 2012 US presidential election. And the relative strengths ...
  Brand Ambassadors, Brand Management, Brand Positioning, Branding, Customer Relationships, Obama, Product Marketing, Public Relations, Referrals, Reputation Management
• Voice of the Customer: Trick or Treat for Your Product Launch?Tim Riesterer
  Have you heard of the phenomenon of “declared preference” versus “revealed preference?” If you haven’t, you may be in for a scary surprise this Halloween season if you are using ...
  Customer Acquisition, Lead Nurturing, Market Research, Positioning, Product Marketing, Research, Sales, Surveys, Value Propositions, Voice of the Customer
• Seven Ways Market Research Can Feed Into Business ActivitiesBo Mattsson
  Most commonly, market research is viewed as a method to improve advertising and marketing initiatives and to develop products that are friendlier to specific markets. However, the true range of ...
  Advertising, Brand Positioning, Branding, Customer Insight, Customer Service, Market Research, Product Marketing, Writing
• Integrate Social to Inform Product Development and StrategyGeoff Livingston, Gini Dietrich
  Are you using social media to fuel product strategy and development? Learn why social can be an effective research tool, and how three forms of social listening can help inform ...
  Customer Satisfaction, Product Management, Product Marketing, Social Media
• How to Get Your Products on Mass Retailers' ShelvesVanessa Ting
  You have a good product and great branding, but how do you get the buyers of large retailers to notice your brand? Here are four effective ways to be resourceful ...
  Brand Management, Marketing Tips, Positioning, Product Management, Product Marketing
• Drive Business Success With a Winning Marketing ConceptMartha Guidry
  Behind every successful product, service, or brand lies a powerful concept. Do you have one? Learn what it takes to craft a winning marketing concept, and why having one is ...
  Branding, Content, Marketing Strategy, Positioning Statements, Product Marketing, Targeting
• Customer Service Can Make or Break Your Brand: Eight Steps for SuccessBarbara Bix
  What's the use in receiving stellar product reviews and making lots of sales if you can't pick up the pieces when something goes wrong? Here are eight ways to protect ...
  Branding, Customer Service, Marketing Smarter, Product Marketing, Testing
• Case Study: How Olympus Spurred Product Awareness and Sales With Augmented RealityKimberly Smith
  Consumers are up to four times more likely to buy a product once they’ve held it in their hands. But it can be challenging to get people into stores, let ...
  Augmented Reality, Brand Awareness, Case Studies, Customer Acquisition, Customer Engagement, Product Marketing, Social Media
• Three Techniques for Real Innovation in Product DevelopmentJeff Greenhouse
  Product, price, place, and promotion are the four Ps of marketing. These days, however, there's a frenetic obsession with promotion, confusion about place, and a hectic battle over price. Amid ...
  Collaboration, Community, Creativity, Customer Experience, Product Marketing
• How to Get Your Message Heard in a Crowded MarketKathryn Roy
  Many companies in crowded markets continue to go head to head against vendors with similar (or better) products. It's scary to narrow your focus to a smaller set of prospects, ...
  Brand Equity, Customer Behavior, Product Management, Product Marketing, Segmentation
• Do I Really Want to Hear This?
  Does your marketing content tell buyers what they want to hear—or only what you want to say? Writing at the Marketing Interactions blog, Ardath Albee reports on a study that ...
  Customer Engagement, Product Marketing, Recession
• The Value of SaaS Isn't Just Lower CostPeter A. Cohen
  Build a value proposition for your SaaS solution that's supported by multiple legs, because there's danger in relying on a single strategic advantage over your competitors. In other words, it's ...
  Collaboration, Hiring Outside Resources, Marketing Smarter, Product Marketing, Value Propositions
• Selling Like Billy Mays: Five Essential Character Traits That Make a Product Easy to SellBarry Densa
  Billy Mays, who, sadly, passed away at age 50, was a potbellied, black-bearded Atlantic City carnival barker who wore a blue long-sleeve shirt and a white undershirt. And direct marketers ...
  Marketing Smarter, Marketing Tips, Product Marketing, Sales
• Case Study: Lessons From Martin Guitars: Three Ways to Survive a DownturnKimberly Smith
  C. F. Martin & Co. survived the Civil War, the Great Depression, and both World Wars. Inspired by its past, the guitar maker thrived in 2009.
• Step Up to the Mic!
  You might think the best time to launch a new product or service is during an economic golden age, when customers are plenty and eager to spend their not-so-hard-earned cash. ...
  Marketing Smarter, Product Marketing, Recession
• Marketing Gets SaaS-sy
  If you are assessing your company's readiness to add SaaS providers to your partner base, it's important to consider the strategic differences that underlie a SaaS strategy. "You'll need to ...
  Customer Relationships, High-Tech Marketing, Product Marketing, Sales
• Emerging Consumer Values: Why Brands Must AdjustClaire Ratushny
  Consumer trends come and go. What else is new? Plenty. We're living in an unprecedented era when several critical elements—consumers' rising debt, higher costs for basic necessities, low savings rates, shrinking ...
  Branding, Green Marketing, Marketing Tips, Product Marketing
• Software Sales: How to Do More With LessTim Keyes
  "Do more with less." That is the challenge for software marketers today: to get better results from their marketing programs on increasingly smaller budgets. It's important for software marketers to analyze ...
  Collaboration, Customer Relationships, Marketing Tips, Measurement, Product Marketing, ROI, Sales
• Case Study: How a New-Product Launch via Facebook Resulted in Immediate Sales, Ongoing Consumer RelationshipsKimberly Smith
  At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about ...
• Orange Crush
  When Tropicana unveiled entirely new packaging for its Pure Premium orange juice early this year, the company received an unexpectedly vocal response from a small cadre of customers. According to ...
  Branding, Marketing Inspiration, Product Marketing