…for understanding the elusive topic of word of mouth marketing because it combines principles, research, and exercises; four in-depth case studies from a range of organization types; and commentary from two outside experts, Steve Knox, former CEO of Tremor (Procter & Gamble’s advocacy marketing business) and Ed Keller, CEO of word of mouth research firm Keller Fay. Here are some of the best bits from the book: Know yourself and clearly define wha… […]
…, I did find a few clues. In 2007, when it changed the name of its product search service from Froogle to Google Product Search, it explained that the service “offers a lot of great functionality and has helped many users find things to buy over the years, but the name caused confusion for some because it doesn’t clearly describe what the product does.” In 2009 when it introduced new logos at the top of some of its pages, including Google Labs and… […]
…that was designed to create affinity and inspire a purchase that could be completed online and fulfilled later…For years when retailers talked about the promise of creating multi-channel experiences for customers, it basically meant having an online site as a way to avoid losing sales to [e-commerce] competitors…In 2015 and beyond, the connection between physical retail experiences and online buying is starting to reverse itself. The real life ex… […]
…ess customer needs with brand-aligned solutions in ways that are easy and enjoyable for customers will differentiate and win.” Gary Chapman concludes, ” We must be willing to learn our spouse’s primary love language if we are to be effective communicators of love.” In the same way, companies must be willing to learn our customers’ primary loyalty language if we are to be effective cultivators of loyalty. related: a brand loyalty 180 timeless truth… […]
…helping other people,” was the advice from Michael Stelzner of socialmediaexaminer.com. “Everybody wants access to great insight and have great people who can help them, so produce engaging content that meets people’s insatiable demand for how-to information.” the remaining 31% ranged across a bunch of marketing tactics and approaches — from mobile to shopper marketing to email marketing and more Here’s the most fascinating part: only 3 made the… […]
…PDF, intranet site, mobile app, or even a video series, depending on your company’s communications style, infrastructure, and resources. The format is less important than the content. The foundational content in a Brand Toolbox is an explanation of your brand strategy along with background and rationale so that everyone can understand why you’re doing what you’re doing, and definitions of key terms so everyone grasps the meaning behind the words…. […]
…e, helps me make better purchases, and customizes the products to my taste comping “value-added” services — e.g., my car repair shop always does a 10-point inspection and a free car wash whenever they work on my car biting the bullet and not increasing prices when our costs increase continue serving existing customers well even as we seek to acquire new customers — some ideas: offering equivalent or better deals than the ones we run to promote tri… […]
…rected toward a handful of nearby taco shops with digital coupons in tow?! Search has come a long way, baby. Online promotion has also changed significantly. An article entitled “You May Already Be a Winner” described how forward-thinking brands at the time were using online sweepstakes and contents to generate web traffic. CDNow (remember that company?!) ran a sweepstakes in which it gave away a car to boost its conversion rate. Now running such… […]
…n me for a conversation. Give this interview a listen and check out Sam at www.thoughtlead.com. http://deniseleeyohn.com/wp-content/uploads/2011/09/Brand-As-Business-Bites-092011-Sam-Rosen-on-the-Future-of-Media.mp3 other interviews: Marti Barletta on Marketing to PrimeTime Women John Gerzema on Connecting with Today’s Consumer Jonathan Salem Baskin on the History of Social Media *** transcript: Today’s interview is with a guy who has curated some… […]
…ker was started as an online play and continues to do most of its business online. It also means that perhaps the company is less concerned with some of the issues I’ve identified. But earlier this year, TechCrunch reported that Warby Parker has raised $100 million to expand its physical store locations from 12 to 20 by the end of 2015. So clearly the company is interested in growing its brick-and-mortar business and it will be interesting to see… […]