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Jonathan Tisch
How P&G, Kimberly-Clark, and Marriott Are Getting Back to Basics in Customer Experience There's no use longing for the return of the good old days. The new world of electronic information and global competition is here to stay. Customers will no longer simply gravitate to the brands, products, services, and organizations their parents trusted. Instead, they will continue to experiment, change, talk back, and exercise their newfound freedom of choice in ways that make life for organizational leaders increasingly challenging. In response, we need to learn new ways of creating stronger, longer-lasting ties with our customers. In some cases, that means getting back to basics. Get the full story. Please note: This article is available to paid subscribers only. Get more information or sign up here. |
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Andrea Learned
Marketing via Stories: The Selling Power of Narrative in a Conceptual Age As "A Whole New Mind" author Daniel Pink puts it, we have entered a new era: a less linear "conceptual age." As we live our personal lives with a better understanding of how interconnected everything is, our work as marketers should also be considering how consumers take in our messages. Today, storytelling—in its many forms—is one of the most powerful tools for presenting the truths of your product, service, or brand. Get the full story.
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Brian Henderson
Twelve Tips for Conducting Effective Surveys We've all been on the receiving end of far too many poorly constructed surveys that required too much time and energy simply to share our thoughts. Here's a top 12 list of how to conduct surveys without losing contact with your customer. Get the full story. |
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A Note to Readers
Attention Bookworms: Book Club Discussion Is Now Open The MarketingProfs Book Club's group discussion for the current segment on The Origin of Brands is now open! If you are new to our Book Club, led by Chief Reading Officer (and all-around fun gal) Christina Kerley, here's some information (below) on joining the discussion. Returning Book Club veterans can hop on over and jump into a discussion (or two). The discussions can be accessed at your leisure, and they run 24/7. We launched the MarketingProfs Book Club with an eye toward sharing knowledge and bringing marketers together to focus on an exchange of ideas. While reading a book informs us and provides insights, the discussions in Group Review really bring those insights home. Here's how to join:
- Go to the Book Club Entry Page by clicking here. Or get more information about the Book Club here.
- Log in with your email and password: if you're already a member of MarketingProfs, just sign in with your email and password; if not, you can register for free.
- Start chattin' with other bookworms: all the discussions start below the poll.
There's lots going on as Group Review launches: You can tell us in the click of a mouse what you thought of the book, submit a book review, immerse yourself in a discussion, or start a discussion of your own. I look forward to chatting it up with you in the coming days. Until next week, Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs
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Nirmalya Kumar and Jan-Benedict E.M. Steenkamp
Premium Store Brands: The Hottest Trend in Retailing Private labels started as cheap, inferior products and more recently became copycats. Today, best-practice retailers are using "premium store brands" to help position the retailer as a "brand." In fact, the emergence of the new premium private labels is the hottest trend in retailing. Get the full story. |
Christopher Parente
Call off the Funeral, the Press Release Is Alive and Well The press release is certainly not dead, as some PR people may have you believe. Yes, it's been loaded up with jargon. Weighed down with buzzwords. Scrubbed clean of any meaningful executive quotes. But, in spite of it all, the press release can provide more value and is read by more people than ever before. Get the full story. |
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Scott Brinker
Think Outside 'the' Web Site for Post-Click Marketing In the beginning, your company created a Web site. And it was good. But then it grew. And grew. And grew. Until it encompassed the heavens and the earth in content. Something for everyone. Everything for someone. And it ceased to be a coherent presentation to anyone. It became Encyclopedia Corporatica—a massive tome of information that includes press releases from five years ago. An impressive body of work, to be sure. But as a sales tool, as a marketing vehicle, it sags under its own weight. Get the full story. |
John Rooks
The Green Market Niche: Being Green, Going Mainstream The long tail of the "Green Marketing" niche seems to be getting thicker as America mainstreams into greener consumerism (some call it "prosumerism"). With such a dynamic and emerging marketplace, it's important to understand where the Green Market came from and how it will progress into the future. This series of articles will be taking a closer look at this burgeoning market by dissecting the factors that may contribute to its sustainability... or fracture its foundation. Here's the first in the series. Get the full story. |
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