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Let my people sample
Good commentary offers a way for people to sample your mind, to figure out if you are on the same wavelink. To find people who share my values, I want to sample their thinking. The article below is about physical samples, but mental samples count, too! AdWeek: Sampling Inspires Repeat Purchases, 2009-Aug-4, by Ken Hein:…
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Hanging out with the cool crowd
To improve the quantity and quality of people in their online community, The Patrón Spirits Company is building a two-way cross promotional system with more popular sites. Mediapost Marketing Daily: Patrón Club Leveraging Content Partnerships, 2009-Jul-24, by Karlene Lukovitz In essence, the brand is taking online media buys to a different level by aggregating and…
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Reintegrating the brand after many campaign jumps
Burger King, like many major brands, has jumped from one advertising campaign to another, maximizing confusion. Now they recognize that their customers want to them to be something more integrated. It's like looking in a fractured mirror, of course. Wall Street Journal Digits Blog: Subservient Chicken, Whopper Freakout Come to BK.com, 2009-Jul-20, by Andrew LaVallee…
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Cinnabon uses direct mail to work the neighborhood
Online marketers often get inquiries from geographies they cannot serve. On the other hand, direct mail marketers can buy every address in their own zip code! 1to1 Media: Cinnabon Uses Direct Mail to Tempt Potential Customers, 2009-Jul-20 Hill and his team designed a program to send direct mail pieces to small businesses within a two-mile…
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Cell phone users take ads they can control
Advertising on mobile phones will take off when users believe they can control them. Mobile Marketer: Traditional advertisers ramping up their mobile strategies: Study, 2009-Jul-17, with Giselle Tsirulnik interviewing Mack McKelvey of Millennial Media: “Entertainment advertisers … know the power of the mobile ad network model and they strategically leverage it to target and engage…
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Still checkin’ the old mail box
While all the other marketers are busy trying to figure out Facebook and Twitter, your customers are still checkin' the old mail box. The Media Audit, FYI Newsletter, Direct Mail Use Increasing despite Competition, 2009-July: A new study conducted by The Media Audit reveals that the percent of adults who are considered heavy direct mail…
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Managing not achieved by measuring
While everyone is busy demanding a 'return' or profit on every marketing tactic they use, not everyone realizes what they are measuring. Dim Bulb (blog): Marketing In The Matrix. 2009-Jul-9, by Jonathan Salem Baskin: In business, a case history is only as good as its identified variables, which means most of them aren't terribly good…
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How to Free your Customers
A truly loyal customer will send you referrals long after they quit being a customer, provided you have made them feel free. Right now Micro Center and Hewlett Packard have spent 60 days implementing an insured repair on my son's laptop computer. I never want to be chained to them again. In our rush to become social, we run…
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How to Become a Publicity System
Having an awareness and respect from the news media (all sizes, all kinds) is a worthy goal for any business. If your business does something newsworthy, it's a very efficient way to reach your audiences. Some people can even get good press by being newsworthy themselves, even if what they do is a little mundane.…
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How to Design Better Solutions
The recent surge in popularity of 'design thinking' really just reflects a elevation of standards in business. Some people are native design thinkers, instinctively seeing issues from the users' angle and anticipating consequences of their design choices. Sadly, most of us have to learn the discipline, and design thinking is a step-up from strategic thinking.…
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