When you're in PR, it's easy to get lost in the day-to-day dramas, crises and opportunities, and to lose sight of big picture. The name for that big picture is "reputation management." Essentially, reputation management is everything you do over the long-term to protect, enhance and burnish...
The case study of NordicTrack had sales of $16,000,000 and was extremely profitable. At the same time, advertising and follow up materials were weak, feature focused, and had confusing positioning. Inbound telemarketing sales and training programs were strengthened resulting in higher conversions, fewer returns, and sales coming earlier in...
In addition to advertising, sales letters, and face-to-face selling, most well-executed marketing plans include one or more of the following public relations tools: press releases, media interviews, editorials and guest columns written by you or an associate, seminars and workshops, public speaking engagements, and special events. This article explains public...
This article focuses on the mission of the Marketing Department to bridge the gap between exploring markets and responding to information in order to meet institutional needs. Using market research to identify potential threats and opportunities, this department can help you create products with a competitive advantage, and ensure effective...
This paper elaborates on Film Production and details about the film industry. The advent of interactive multimedia devices such as the internet, and the mobile phone has meant that the art of mass manipulation in the entertainment industry has rarely reached such sophisticated levels. Hyping up products, whether they are...
It is more expensive to acquire a new customer than to retain an existing customer. So is one's organization actively working to retain customers? Marketing is typically focused on customer acquisition, working through advertising, public relations and events to get the word out about the organization, its products, etc. But...
Some companies expend a lot of energy to fill out applications to be listed among the "most admired" or "the best places to work." But do these lists really impact the business in any meaningful way, or are they effectively make-work projects for the PR department? Burson-Marsteller...
It looks like American's week of hell has come to an end. After canceling more than 3,000 flights, the airline has seen its operations finally return to normal. Hopefully most travelers have now made it to their destinations. Now we're left wondering . . . what the...
Use this template to inform the public relations firm that you are interested to do business with that firm and also look forward to sign contracts hence request to provide fee and pricing details.
They are hardly traditional, but by challenging conventional wisdom, these books explain the big ideas that are essential to business success. Economics ...
This paper explains what Second Life could really deliver for the online marketing business. Over the past 12 months we've witnessed a sensational appetite for brands to experiment in Second Life, with thousands upon thousands of pounds being thrown into designing the most enticing virtual environment imaginable. Adidas, Reebok, Toyota,...
Michael Lewis challenged baseball's conventional wisdom with his 2003 bestseller, "Moneyball." If you're not familiar with the book, it follows the Oakland A's general manager, Billy Beane, as he builds a winning team with a substantially lower budget than his competitors by casting aside traditional stats like RBI and batting...
Learn how to leverage the power of blogs, podcasting, viral marketing and online media to reach potential customers and buyers. We talk to David Meerman Scott, author of "The New Rules of Marketing and PR," about harnessing the power of Web-based communications. Length: 00:08:55 by BNET...
Early adopters of the iPhone were outraged when Apple announced last week that it was lowering the cost of the device by $200. So angry, in fact, that Apple offered iPhone users a $100 coupon for Apple products. Apple's pricing decision makes good economic sense -- start a new product...
Monday, 10/8 Online Marketing Blog -- "Why Search Marketing is So Hard" Pronet Advertising -- "StumbleUpon: The Antithesis of Google?" Tuesday, 10/9 Marketing Pilgrim -- "Are Newspapers Squandering Yahoo Ad Opportunities? InfoFlow -- "Marketers: There are Seven Separate Intelligences"...
Too often, new products are created without adequate feedback and buy-in from prospective customers. That's the gist of the popular book "The Four Steps to the Epiphany" -- which advocates / roadmaps a much richer interaction between vendors and customers during the entire product development cycle. ...
Regular readers of this blog know that I'm critical of marketing groups that don't pull their weight. I thought it would be interesting to share a recent, real-life experience that, for me, illustrates exactly how absurd some marketing organizations can get. First some background. As...
Today a relatively new wire distribution service (24-7pressrelease.com) announced that it was named #1 in a list of the "top five press release companies" (ironically, 24-7pressrelease.com used PRNewswire for the distribution of their press release announcing this accomplishment).10 years ago, press release distribution was basically a two horse race between...
If you missed Geoffrey James' (aka "Sales Machine") lambasting of marketing folks in his recent entries "Let's Fix Marketing for Good" and "Marketing Vs. Sales," do yourself a favor and give them both a read. His criticisms are representative of many sales folks' frustrations with their marketing departments.There's no...
