The High-Tech Marketing/Business Model Boot Camp: Give Me That Thing Called LoveNilofer Merchant
Do your customers look at your products with the same eager anticipation as they once did? Have your customers stayed "married" to you? Would you consider them still in love—or ...
Brand Transformation: When (and How) to Revitalize a BrandTed Mininni
When should companies allow declining, aging brands to finish their life cycles? When should they opt to revitalize them?
There are hard questions for companies in view of fast-changing consumer ...
How to Write an Effective Survey Questionnaire (Part 1)Robert Kaden
Writing an effective questionnaire is not a task for novices. At the very least it requires an understanding of four basic issues.
Consumer Empowerment Reloaded: Why Your Customers Should Drive Your MarketingPaul Marsden, Martin Oetting
Mention the words "consumer empowerment" to marketers, and most will shrink away from you like a vampire from light. Conjuring up all sorts of evils, consumer empowerment is considered a ...
Multicultural Marketing: Why One Size Doesn't Fit AllJim Stachura, Meg Murphy
Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power ...
Usability Testing: Ask Me If I CareJim Sterne
Aside from server logs, clickstream tracking and a host of analytics tools, it's necessary to consider customer experience and customer satisfaction. This is the art of peering into the hearts ...
Understanding Your Customers Through Their Own StoriesNeil Davidson
Marketers often delegate responsibility for thinking and decision-making to research companies. Yet much of the customer intelligence in these research debriefs already exists within organizations—and in a format that is ...
Customer Acquisition: Improving Subscription RatesHelen Ching
Customer acquisition directly contributes to your bottom line.
Use the following five strategies to help you improve subscriptions to your content—print or online.
Secrets to Closing the SaleBarbara 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 ...
Five Ways to Energize Your NewsletterChris 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, ...
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 ...
SWOT Team: Webinar Pros and WoesHank Stroll
This week, post your answer to the query: How successful are webinars as a marketing approach? What works and what doesn't work?
Also this week, read your answers to last ...
Can We Talk? Surveying Your Prospects and ClientsAngi Fisher
More and more companies around the world understand the importance of really knowing how their customers and prospects view their organizations. They also realize that viewpoints can change quickly.
SWOT Team: Selling the IntangibleHank Stroll
This week: What's the best way to market "invisible" products like services? Join the conversation!
Also this week, read your advice on the most effective enticements to convince customers to complete ...
Trust Tools for Tough TimesJill Griffin
Your company needs to show its customers, through both word and deed, that it always acts in their interest.
Elevate the Stature of Marketing Inside Your CompanyRoy Young
It’s up to us to make sure others inside our organizations fully understand the contribution and the promise of marketing.
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.
Fight the Fear: The 10 Golden Rules of Customer FeedbackBen McConnell
Overcome the fear of customer feedback and make a bold move toward creating volunteer referrals with these 10 golden rules.
Ask and You Shall ReceiveVivek Bhaskaran
recent study concludes that the simple fact of asking customers how a company is performing by itself proves to be a great customer-retention strategy.
How to Host a Successful WebinarTodd Davison
You’ve decided to add Webinars to your marketing mix. But then come a number of big questions: What will entice customers to attend? When should we hold it? Who is ...