Are You Driving the Stagecoach?

Are You Driving the Stagecoach? As more and more mechanisms for customer contact and prospect outreach are developed, businesses have more and more people actively engaged in spreading their messages, talking about their products or services, explaining their competitive advantages, and why, ultimately, people should buy from them. We have social media managers, e-commerce managers,…

Puppies, Kittens, and Kids

Puppies, Kittens, and Kids: Marketing to the Emotions It is a truism in consumer marketing and advertising that putting puppies, kittens, or kids in an ad or on a product evokes an “aw” response. They automatically get attention. (Where would the Super Bowl ads be without at least one commercial with a dog in it?)…

Marketing a Commodity

Marketing a Commodity If you think about it, most of the products in the marketplace are commodities, products which are pretty much like all the other products in that market space. That means, of course, that most marketing people have the unenviable job of differentiating where there is, in fact, very little difference. Marketing a…

Yes, We Can Control the Message

Yes, We Can Control the Message Recently, I’ve been having some very interesting discussions about whether marketing can control its messages. Seemingly reasonably, it’s been pointed out that:  The only time marketing truly controls the message is when it is created and delivered.  The customer’s/prospect’s interpretation of the message determines how he will…

The Economy is Too Important to…

The Economy is Too Important to… The economy is too important to leave to economists or politicians. By and large, very few in these groups have ever developed a new product, brought one to market, or managed an organization that did. Innovation and new product development are driving engines of the economy. They both create…

Transactional Sales and Strategic Marketing

Transactional Sales and Strategic Marketing No company can survive without transactional sales. This is what brings in revenue month after month, year after year. A company can survive without strategic marketing. But it cannot grow beyond very finite limits. Strategic marketing looks beyond the next quarter, or the quarter after that. It looks to the…

Those Pesky Customers

Those Pesky Customers We all know them: • Those unreasonable people who don’t understand business efficiencies and want to talk to a live representative. And worse, a live representative who can actually speak their language. • Those people who don’t grasp the concept of “try, try again,” and immediately call for technical support or complain…

What is Marketing in the 21st Century?

What is Marketing in the 21st Century? If you walked into a room with 100 marketing people in it and took a poll, you’d get at least 112 definitions of what marketing really is. A dictionary definition is: “The business activity of presenting products and services to potential customers in such a way as to…

Individual Choices and the Changing Marketplace

Individual Choices and the Changing Marketplace A changing marketplace is the result of the decisions and choices made by millions of individuals for their own personal reasons. Oh, sure, we can talk about technology driving change.  But if the technology doesn’t suit the needs and wants of people – individuals, human beings who don’t think…

The Chief Marketing Officer’s Challenge

The Chief Marketing Officer’s Challenge Recently, it seems as though every time I turn around, there’s another new catch phrase or technology demanding to be seen as the centerpiece of marketing: mobile marketing, social media, customer experience, customer satisfaction as strategy, lead nurturing, QRCs, etc. Corporations and marketers are diving head first into the technologies…