Marketing Inspiration

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• The Power of Unexpected Context: User Delight and the Guy-From-the-Train PhenomenonKathy Sierra
  One way to delight users is with the guy-in-the-unexpected-context phenomenon. Any company with way-over-the-top customer service is giving its users an unexpected, delightful surprise. Something to remember. Something to talk ...
  Creativity, Customer Service, Marketing Inspiration
• Five Steps to Making Marketing Projects...Well, EasierJana Eggers
  Do you remember that Dilbert panel where Dilbert follows a building map to find the marketing department? Upon arrival, he finds Grecian columns, a party that would make Bacchus proud, ...
  Collaboration, Marketing Inspiration, Marketing Smarter, Marketing Tips
• Surviving 11th-Hour NegotiationsJeff Thull
  One of the enduring myths of negotiation is that it is a back-and-forth struggle with your customer that occurs in the final stage of the sale, the "close." Here's how ...
  Management, Marketing Inspiration, Sales
• Marketing Magic Inspired by P.T. BarnumBill Engler
  Over the last 50 years, marketers have been working overtime to legitimize our craft; we have even gone so far as to refer to marketing as a science. Without question ...
  Brand Positioning, Branding, Creativity, Marketing Inspiration
• Fiction and Fact About 'Killer Instinct'Tom Ehrenfeld
  Mixing business and fiction invariably involves a trade-off. Most business fables by business authors make up in insights what they lack in literary style. And most works of popular fiction ...
  Creativity, Marketing Inspiration, Sales
• Marketing Challenge: Traditional vs. New MarketingHank Stroll
  What's the difference between so-called new marketing and traditional marketing methods? How can a marketer adapt?
  Interactive Marketing, Marketing Challenges, Marketing Inspiration
• Has Advertising Killed Itself?Tom Asacker
  The more ads look and sound the same, the more we simply let them fade into our subconscious. They become little more than background noise. What's an advertiser to do?
  Advertising, Customer Behavior, Marketing Inspiration
• Customers in Captivity—Debunking the Loyalty Program MythJeanne Bliss
  The gig is up. Your customers think it's simply too much work to reap the benefits of a "loyalty program." So here's the classic experience customers have with loyalty programs. After ...
  Customer Relationships, Marketing Inspiration, Personalization, Targeting
• Five Lessons From the Netflix Startup StoryJim Cook
  When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck ...
  Market Research, Marketing Inspiration, Sponsorship, Testing, Word-of-Mouth
• The Best-Kept Secret of the Selling WorldJeff Thull
  Problems cost money. More often than not, however, the only cost that customers and sales people focus on is that of the proposed solution. The most critical cost, the cost ...
  Marketing Inspiration, Marketing Smarter, Sales
• The Real News About Green Marketing: Yesterday, Today, TomorrowJacquelyn A. Ottman
  Old news: Green products don't work, and consumers won't pay a premium for them. New news: Investment in environmentally preferable products and technologies can lead to a potent new source ...
  Green Marketing, Marketing Inspiration, Targeting
• Marketing in Accelerated CultureJay Pattisall
  Advertising and marketing has changed. What could possibly be the cause of so many beleaguered established players and fortunate newer ones?
  Advertising, Brand Awareness, Marketing Inspiration, Mobile Marketing, Social Media, Word-of-Mouth
• A View From the Top: Career Insight From Prophet Senior Partner Scott DavisWilliam Arruda
  What gets a resume more than a 10-second glance? What's the surest way to impress during an interview? Scott Davis, Senior Partner at Prophet and author of two widely acclaimed ...
  Branding, Career Management, Collaboration, Job Search, Marketing Inspiration
• 'Co-production Experience' and the Satisfied CustomerPeter Honebein
  Customer experiences are the foundation for competitive differentiation, value creation, and brand identity. While some companies create emotion-driven customer experiences that leave an impact on shoppers, others create "co-production" experiences ...
  Brand Positioning, Customer Experience, Marketing Inspiration
• Three Business and Marketing Lessons From the OlympicsElaine Fogel
  The Olympic flame has been temporarily extinguished, the athletes have gone home, and the sidewalks of Turin are quiet again. As we look back at the highs and lows of ...
  Collaboration, Marketing Inspiration, Marketing Smarter
• Gatekeeper Management 101: How to Get a Foot in the DoorDebra Feldman
  Correct technique and good manners turn interactions with corporate gatekeepers from frustrating to fruitful. Here are six ways you can increase the odds that gatekeepers will grant you access.
  Marketing Inspiration, Marketing Smarter, Value Propositions
• How to Get Closer to CustomersCristian Mitreanu
  The first step in getting closer to the customer is to go beyond his or her needs and understand the mechanics of their problem-solving behavior. Get the full story.
  Brand Awareness, Customer Behavior, Customer Experience, Marketing Inspiration
• Loving Your Way to Loyalty in a B2B WorldJill Griffin
  Much has been written about how business-to-consumer firms show their "love" to customers and win loyalty in return. But how about business-to-business customers? How do savvy firms love these buyers and ...
  B2B Marketing, Collaboration, Customer Engagement, Customer Relationships, Marketing Inspiration, Sales
• Branding: All You Need Is LoveWilliam Arruda
  As a marketer, you are quite aware of the connection between branding and emotion. Countless books and articles have been written about it in the past few years. It's clear ...
  Branding, Marketing Inspiration, Personal Branding, Targeting
• Customer Experience Management vs. Customer Relationship ManagementLeigh Duncan-Durst
  Many companies equate Customer Experience Management with Customer Relationship Management. But they are not the same. So what's the difference between them? And why is it important to understand the difference?
  CRM, Customer Engagement, Customer Relationships, Marketing Inspiration