Check out new book by Leigh Branham and Mark Hirschfeld, “Re-Engage: How America’s Best Places To Work Inspire Extra Effort in Extraordinary Times” – – they looked at all the data from the Best places To Work companies and boiled down the learnings into six Universal Engagement Drivers:
1. caring, competent and engaging senior leaders
2. effective [...]
I did a little project for my church recently. I think it’s applicable to business, as well.
The goal is to grow the parish (customers) by 10%, or about 40 families. So here’s my thinking:
- get awareness of 1000 families
- get ‘trial’ by 20% (200) over the course of the year
- get ‘conversion’ by 20% of [...]
My first job was at P&G. We learned all about features and benefits. Real left-brained stuff. It’s interesting to me that P&G continues to zero in on key features, and then add some ‘romance’. Gain laundry detergent, for instance.
People love Gain because it makes your clothes smell so good. But you don’t know about this [...]
The conventional marketing process used to be:
1. state the marketing problem/opportunity
2. come up with a solution
3. express it creatively
This was a very efficient approach, linear, and there were no wrong answers
(some answers were better than others, for sure)… This approach gets us coupons and discounts and such…. Hit or miss… Churn… Typical…. Expected…. But also [...]
I saw an ad in Golf Digest recently: Taylormade is giving away 20,000 6-irons… register to win. I found the magazine in the seat pocket on a recent flight, so I entered. And guess what? They just emailed me that I’m getting a free Burner 6-iron.
I began noodling the ROI of this free offer. See [...]
I am NOT bashing Tiger Woods here (Elin already did that!), though I do feel like he breached the contract we had – he gave me inspiration and I gave him my time, attention and money.
Anyway, here’s my question: if you are a big-budget advertiser like Accenture, how much more value do you derive from [...]