Marketing Challenge: The Timing of Release DatesHank Stroll
Whether you are talking Harry Potter books or more complex products, the timing of release dates can be critical to your success—especially if those products or bundled services are being ...
How NOT to Launch a New Productjoan Schneider
Successfully launching new products gets tougher every year. In the past decade, the number of new consumer products hitting the shelves has skyrocketed by 59 percent, making it much more ...
Get Ready for Retail TheaterLisa 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. ...
How to Formulate Marketing MessagesRoger 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 ...
The Formula for Marketing HitsDan Herman
From time to time, the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These marketing "hits" are products or services, entertainment locales or vacation spots, ...
Celebrity Product Placement: A PrimerJonathan Holiff
With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at celebrity product placement. ...
Defining Roles of the Product Management TeamGabriel Steinhardt
The role of a product manager is challenging, complex and often misunderstood.
But properly defining and structuring the roles and responsibilities of the product management team enables the team members ...
How to Avoid New-Product Pricing TrapsJohn Hogan
Most companies are missing a significant opportunity to maximize revenue and profits due to dysfunctional pricing strategies.
SWOT Team: What To Do When the Well Is DryHank Stroll
This week, add your two cents to: What methods can a company use to increase exposure, other than the same ol', same ol'? Also: What marketing and selling activities ...
The Secret of Sequence in SellingSean D'Souza
What do airlines do to stir up intense emotion in us?
Three Marketing Lessons I Learned in High SchoolKeith Jennings
Somewhere among high school's cliques, fads, teams, clubs and parties, we lived and learned the basics of marketing in ways that apply now, more than ever, in our cluttered, time-starved ...
Winning at the Commodity GameGuy Smith
Given that commoditization is as inevitable as death and higher taxes, you need to review your strategies on how to deal with this transition… without resorting to denial, anger, bargaining, ...
SWOT Team Ponders Webinars: Ginsu Sales or Quality Leads?Hank Stroll, Yvonne Bailey
This week: How can we develop successful Webinars that generate high-quality leads? Also: One product, three markets. How can you launch at the same time for different audiences?
How to Launch With ImpactAlison Chandless
Launch teams often focus their tools and training on communicating product knowledge and features, rather than communicating a solution’s strategic value to your customer.
SWOT Team: Positioning Products for Multiple MarketsHank Stroll, Yvonne Bailey
This issue’s dilemma asks, Can a company successfully position a product for launch in several markets simultaneously? Also this week: Sometimes, you need to cut your losses and move on.
The Whole Whole ProductMichael Fischler
It’s time to alter the definition of "Whole Product," and by so doing alter our view of what that really is.
SWOT Team: How Do You Know When It's Time to Grow?Hank Stroll, Yvonne Bailey
his week: How do you know when its time to grow your business?
Also, read your answers to: What's the best approach to returning pricing to market levels without losing ...
How to Avoid Product and Ad Campaign Failures: Pre-empt ResistanceMax Sutherland
Products and ads often fail for the same reason—failure to pre-empt resistance.
SWOT Team Asks: Can Prices Rebound After Deep Discounts?Hank Stroll, Yvonne Bailey
What’s your best advice for returning pricing to market levels without alienating our customers? Also this week: How do we decide which launch channels to use?
SWOT Team: Teeing Up a New Product LaunchHank Stroll, Yvonne Bailey
This issue’s dilemma asks: How do you determine the best channel of distribution, when the options are many and your budget limited? Also this week: How does a company assess ...