Tags archives: marketing

Decoding the Consumer

On the children’s live-action adventure show Captain Midnight, members of the Secret Squadron used special decoder rings to decipher messages that no one else could understand.  The secret decoding power provided a competitive advantage that allowed the Secret Squadron to win. Wouldn’t it be great if you could slip on a special marketing decoder ring to decipher your prospects?  Imagine the advantage of knowing the secret communication channel and message […]

8 Steps for Building Customer Bonds

Over thirty years ago I pledged my loyalty to the Navy blue and gold.  Then my son came along and decided to join the Army.  Yes, the Army-Navy game is spirited at our house, but I couldn’t be more proud of his service.  Loyalty created through an emotional service bond is powerful.  How does your organization create emotional customer bonds that build deep loyalty?   Eight Steps to Blue & […]

Perception is Reality

Beloit College recently released their Mindset List for the class of 2018.  This year’s list contains 55 items that provide a look at the cultural touchstones that have shaped the lives of this fall’s entering class.  Most of this year’s freshmen were born in 1996, just for fun; take a look at the world through their eyes: During their initial weeks of kindergarten, they were upset by endlessly repeated images […]

3 Key Factors to Creating Your Customer Experience Strategy

Did you know that early phone books included detailed directions on how to use the telephone?  For example, a New York City telephone directory from 1885 gave the following instructions: We can laugh about that passage now; but think about it, in 1885 the telephone was new technology and nobody had any idea how to use one.  In fact, even after the telephone had been demonstrated, there was not universal […]

Is Your Marketing Content in Plain Writing?

“Give it to me in plain English.”  My children are grown now, but when they were teenagers I can still remember starting conversations with that phrase.  As a parent, I wanted a straight explanation.  Come to think of it, as a public citizen and consumer I welcome communications that are clear, simple and jargon-free.  It appears that we all do, because in October 2010 the Plain Writing Act was signed […]

3 Key Factors to a CMO's First 90 Days

“In Search of Failure.”  That’s the title of chapter seven in Frederick Reichheld’s book The Loyalty Effect.  In that chapter, Reichheld points out that an investor who built a stock portfolio out of the companies profiled in the book In Search of Excellence (Peters and Waterman) would have seen their returns trounced by the mediocre performance of the S&P index during the ten year period following the book’s 1982 publication.  In fact, by […]

The Customer is in Control

I have an electric stove with a turbo boil feature. The manufacturer calls this feature “America’s fastest speed-to-boil” element. In fact, it does heat liquids in a snap. Have you ever been tempted to set your marketing communications strategy on turbo boil? You know, turn up the “always be closing” heat in order to snap the prospect through the sales funnel. Turbo boil is great for making hot tea; but […]

Marketing Localization: What It Takes to be ‘Local-Ready’

Local markets are defined by the customers within them. Each market is different and subject to regional attitudes and cultures. In order to be effective, local marketing strategy needs to employ highly targeted marketing messages created by field sales agents and distributors who know the market best. If organizations want to succeed at the local level, they must be “local-ready”, a standard that requires focus on four key competency areas: […]

Marketing Mindsets

  Beloit College recently released their Mindset List for the class of 2015.  This year’s list contains 75 items that provide a look at the cultural touchstones that have shaped the lives of this fall’s entering class.  Most of this year’s freshmen were born in 1993, just for fun; take a look at the world through their eyes:   ·         There has always been an Internet ramp onto the information […]

The Chief Marketing Officer Social Media Alert System

It’s springtime and that means my weather alert radio will soon be broadcasting storm warnings:  “The National Doppler Radar System has indicated that local conditions are right to produce severe weather.  High winds, damaging hail, and flash floods are likely products of this storm.  Seek immediate shelter moving away from doors and windows.” Why do I often reject the alert advice by running to the front door to see what’s happening […]

8 Steps for Building Customer Bonds

It’s Army vs. Navy this weekend. It’s an annual football game between the United States Military Academy and the United States Naval Academy. A national championship is not on the line; but pride and inter-service bragging rights are always at stake.  Over thirty years ago as a Midshipman I pledged my loyalty to the Navy blue and gold. Then my son came along and decided to join the Army. He’s […]

Is marketing turbo-boiling your sales prospects?

I have a new electric stove with turbo-boil. The manufacturer calls this feature “America’s fastest speed-to-boil” element. In fact, it heats liquids in a snap. Are you currently feeling pressure from your sales organization to use the turbo-boil feature? You know, turn up the campaign heat in order to snap the prospect through the sales funnel. Turbo-boil is great for making hot tea; but in my opinion it can backfire […]