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  • by Kathleen Allardyce
    The competitive environment makes branding for real estate brokers and agents a critical issue. However, there are a few common misconceptions about marketing real estate services. Like these. more
  • by Lisa Johnson
    Two years ago, Maytag created an innovative experiential marketing strategy, whereby prospective customers would take their new, top-of-the-line appliances for an interactive "test-drive." Successful retail spaces create a full sensory experience. Consumers want to see, feel, touch, taste and interact with your products before they buy. Here are some strategies that ... more
  • by Wil Reynolds
    Last week, the author hopefully opened your eyes to the importance of staying on top of reviews and posts about your products and services—as well as those about your competition. Here's how to use that information at various levels of your organization to create a better customer experience. more
  • by William Arruda
    When it comes to succeeding in today's competitive marketplace, the "fine" is just as vulgar and undesirable as the other four-letter word that begins with F. If your reputation is "fine," you're in trouble. People rarely get excited in life about things that are fine, and they rarely have emotional ... more
  • by Kevin Labick
    Organizations today understand that the Internet can play a critical role in their success when leveraged correctly, and they hire Web firms for their proven ability to solve critical business issues. That requires a well-crafted request for proposal. That approach works great if you write the right RFP. Here's ... more
  • by Wil Reynolds
    Surprise, you no longer own 100% your brand online! Approximately 26% of adult users of the Internet (about 33 million people) in the US have rated a product, service or person using an online rating system. Are you one of them? Probably. More importantly, has your business/organization been discussed or ... more
  • by Barbara Bix
    It will come as no surprise that customers want it their way (to paraphrase Burger King). Yet many companies don't have processes for figuring out what that means. Take this quiz to assess your customer "IQ" (or "Insight Quotient") and determine the necessary next steps for shortening your sales cycle. ... more
  • by Karl Moore
    The human mind has long been considered as a kind of "black box," something which was rather mysterious. We can measure the results of our marketing efforts, in terms of sales, awareness, liking and so on. We understand reasonably well the beginning and end of the process—but not the ... more
  • by Emanuel Rosen
    We are all talking about ways to engage consumers in a conversation. We all seek strategies to stimulate people to talk about our brands, products or services. What's less obvious is what companies should be going to stimulate buzz. And confusion can lead to unfortunate decisions. So here are five ... more
  • by Paul Bruemmer
    Your average business Web site has come a long way since its brochure days. Savvy businesspeople have learned a lot about Web site design and usability, especially the importance of designing and testing landing pages to increase conversions. But has corporate America discovered the importance and effectiveness of organic search ... more
  • by Chris Nagele
    Usability testing may not be considered a mandatory stage in the design process, but without it you are releasing the product blindly. Contrary to popular opinion, you don't need a large budget for simple usability testing. more
  • by Mary Brown
    Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century. With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping your eye on the horizon of future trends in branding gives your company the advantage. What trends are already ... more
  • by Lisa Wehr
    In search engine pay-per-click advertising, the unscrupulous use of a competitor's trademarked terms is a murky business and contentious topic. With a seemingly anonymous perpetrator, it's a relatively easy offense—and sets off a torrent of trademark-infringement concerns for many companies. more
  • by Jeff Thull
    If you're competing on price, you'll never achieve maximum profitability. Instead, everyone's job must become value creation. But are you sure that you're providing value to your customers? Even if your answer is an emphatic yes, you might want to take a closer look. more
  • by Tom Barnes
    No business can survive, much less thrive, without building a plan that spells out revenue and earnings targets as well as the way to achieving them. An effective strategic plan requires an expression of the challenges and opportunities that the business faces. It also requires clarity on the methods and ... more
  • by Barbara Bix
    There are many reasons for not closing a sale. In today's climate of information and work overload, an increasingly common reason is that prospects don't think of you when they are ready to buy. A critical challenge faced by any company marketing in this environment is how to elevate its ... more
  • by Lisa Johnson
    Many industries are experiencing major growth, fueled by the purchasing power of the "adventure-seeking woman." This woman crosses all ages, family configurations and fitness levels. She's carving time in her schedule and finding wiggle room in her budget for new adventures that involve everything from rock climbing to Tuscan cooking ... more
  • by Hank Stroll
    This week, add your two cents to the following: Which marketing efforts and methods works best when marketing dollars are scarce? Join the conversation! Also, read your answers to last week's dilemma: How do you go about promoting a product on a global scale? more
  • by Jonathan Kranz
    The columnist, author of "Writing Copy for Dummies," recently joined forces with Jon Warshawsky, coauthor of the newly published "Why Business People Speak Like Idiots." Together, the "dummy" and the "idiot" attacked their archenemy, Corporate Bull. What follows are five practical suggestions for shoveling your way out of the doublespeak ... more
  • by Chris Scott
    Whether distributed via email or printed and snail-mailed, newsletters are a cost-effective way for businesses or organizations to keep in touch with employees, customers, prospects or association members. The trick, however, is to come up with a strategy to keep readers engaged and the publication's production and editorial adjustments in ... more
  • by Ted Page
    Here is a behind-the scenes story that reveals how one B2B marketer used a lot of silliness to increase its Web traffic tenfold and generate thousands of sales leads. How did this viral phenomenon go from wacky idea to revenue-generating success? more
  • by Roger Cauvin
    Don't choose marketing messages based on whim or personal preference. Educate the product team about the three approaches to formulating messages. Work to identify and hone the messages. You'll find that consistently communicating these messages will help brand your product—and, if your product actually delivers its promised benefits, will increase sales ... more
  • by Mike McLaughlin
    You might call it the project from hell, the death march or the one that ended up in the ditch. Most of us have at least one project horror story, though some of us have seen more than our share. If you haven't experienced a project that's gone sideways, consider ... more
  • by Hank Stroll
    This week, add your thoughts to the following dilemma: If you work in a business that sells in bulk, how do customers responsible for purchases go about finding you and ordering online? Also this week, read your answers to the last problem: How do you determine whether or not a webinar ... more
  • by Wendy Comeau
    Marketers everywhere are tasked with finding out about causation: "Is this advertising causing people to buy more of our lemonade?" "Is our new viral marketing effort causing our brand awareness to increase?" "Would having blonde hair cause me to have more fun?" It's virtually impossible to answer questions about causality ... more

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