Category: Worthy of imitation
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Why great marketing is like breathing
I used to have a sidebar on my blog that was entitled "Marketing as the Lungs of your Business." It never resonated with people, but that doesn't mean it isn't true. In the marketing area of your business, you have to breathe in the culture, the current economic client, and the interests of your audience.…
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Serve your customers with better data
Instead of saving customer data for your benefit, you should save customer data for their benefit. Bryan Pearson: Ecco experience repeats key lessons in good data use, 2012-Aug-27 I believe that most employees would embrace the opportunity to make the customer experience better. But it is up to the employer to provide them the…
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How to be inspired by business-to-business marketing
It's too easy to get bored by your own information. Be sure and check out what other people are doing. Here's a great selection. Hubspot: 10 B2B Companies that Create Exceptional Content, 2012-Aug-21, by Meghan Keaney Anderson One of the biggest concerns we hear from B2B companies when we explain the importance of content creation…
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Gaming our way into reconnection
Not being someone who plays games except to make someone else happy, I usually roll my eyes when they talk about the ‘gamification’ of marketing. The article below caught my eye because I worry about “museum legs” and people getting turned off by museum exhibits that are oversized, like a supersized meal. If curators thought…
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Don’t make your customer a target
Here's an interesting story about how Target the store avoids letting its "guests" become "targets" themselves. Even with their suppliers, most people don't want a relationship that's driven solely by money. Loyalty means that we recognize each other's needs, including the need to be left alone sometimes. Hub Magazine: Intents and Purposes, 2012-Jul/Aug, by Brian…
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Consider the best kind of loyalty we could have
As I've been trying to understand loyalty, I've come to realize that it includes an element of submission. When we are truely loyal, we submit to the other party's needs. Customer Centric Growth: The world's best loyalty program, 2012-Jun-12, by Steven P. Dennis Many of the world’s most powerful brands–Apple, Four Seasons, Louis Vuitton, just to…
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Partnering for loyalty
In many categories, customers have low interest in interacting with the provider. (One time I had to do follow up research on heating and air conditioning customers. They couldn't care less about it–as long as it was working.) One of the best ways to raise interest is to partner. Wall Street Journal: Retail Electricity, by…
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More reasons to be proud of Houston: Wozny, Jones, Carrithers, and Newman collaborate for higher meaning in dance #li
When you see collaborations like this one, which vault the team members to new levels of meaning in their art, you realize that Houston is a special place we need to promote and support. via vimeo.com CultureMap: Floating in Time… Modern dancer's improvisations are a perfect match for extreme slow-motion video, 2012-March-26, by Nancy Wozny…
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Explaining ideas, from every direction, giving them a life #li
The best ideas do not survive. The ideas which receive the best support survive. I highly recommend this entire article, but the two points that were most powerful for me are below. Life. Then Strategy: How to explain an idea, 2011-Mar-16, by Mark Pollard 4. Show, pause, repeat your way through Do not over-speak. Do…
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Write like you know you’ll need help #li
The most interesting thing about David Ogilvy's approach to copywriting is that he assumed that he would struggle and need the help of other people. It's humbling to realize that we shortchange ourselves when we just write something off the top of our head. Letters of Note: I am a lousy copywriter, 2012-Jan-24, by David…
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