School’s starting again and so is the battle. Parents and schools are trying to push healthier snack choices for their kids as alternatives to the sugary, salty options they prefer. It’s a losing proposition … unless marketers can find ways to make healthy hip.
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Even Good Marketers Make Dumb Mistakes
At some point in your career, you must have made a dumb marketing mistake. Tell me I can’t be the only one. You know what I mean—something you overlooked or got away from you, and you just didn’t catch it. You may have swept it under the carpet, and no one noticed. Lucky. But who’s going to be bothered by it the most? We are!
Smart B2B Companies Now Think Like Media Companies
Today, more B2B companies are thinking like media companies. They realize it isn’t about traditional selling or interrupting people, it’s about connecting with their audience and building permission.
Time to Make the Donuts
I have a confession to make. I didn’t have my article ready to post in this space until early this Friday morning. And, as I was climbing out of bed to write, my wife rolled over and asked, “Time to make the donuts?”
“Time to make the donuts” is the phrase Fred the Baker would repeat in a somber tone as he was getting ready before dawn, day after day, to make sure fresh donuts were ready at Dunkin’ Donuts.
Why Marketers Should Care About Reaching Latina Bloggers
by guest blogger Elianne Ramos, principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for Latinos in Social Media
Even with the well-documented explosion of the Hispanic market, Internet sources like Technorati, which by 2008 was indexing 112.8 million blogs, have never touched upon the topic of Latinas and blogging. With the release of the Latinos in Social Media’s Latina Blogger Survey, though, it is now official: Latina bloggers are increasing their numbers and spreading throughout the blogosphere.
Duane Reade Channels New York
Duane Reade is a uniquely New York retailer. With almost 250 stores across New York city and state, this drugstore chain has evolved as consumers have. No longer just a pharmacy, Duane Reade has methodically repositioned itself as a store with a pharmacy.
Keep Track of Conversations With Customers
Customers today are more knowledgeable and can reach more ears faster with their message about a company’s products and services. To monitor and engage in those conversations, businesses must listen and engage with their community of customers and prospects.
Behavioral Targeting: I Know You Want to Read This.
by guest blogger Mike Crosson, vice president of Sales, SocialTwist
Behavioral targeting is all the rage these days, and for good reason in general. The caveat is just that, however: in general. When it works, it works great, creating greater recall, brand lift and ROI. However, when it doesn’t work, it really doesn’t work, and can lead to serious concerns over privacy issues. It often backfires by correlating consumer behavioral data and making assumptions about that person that aren’t true.
4 Social Media Lessons From Cisco Systems and #TechChat
Marketing at the enterprise level has a unique set of challenges—lack of agility, decentralized teams, and long approval processes—to name a few. Lucky for us, we had the opportunity to chat with SocialTech presenter, LaSandra Brill of Cisco Systems, about ways they have overcome these challenges in their social media program, and consequently, have driven significant return on investment. As LaSandra revealed during #TechChat (transcript available here), social media made the launch of Cisco’s ASR family of routers one of the top five most successful launches in Cisco history, reaching 90 times the audience of previous launch campaigns, at one-sixth of the cost!!! (Yep, that deserved three exclamation points.)
The Long-Term Value of Community Relations
Most marketers have a careful eye on metrics, such as cost per lead, conversion rates, and the holy grail of “hard” return on investment calculations. Yet with a fair percentage of marketing budgets pegged to quarterly objectives, a myopic focus on “short-term value creation” often excludes activities—such as global community relations—that set companies up for long-term success.
A Lesson in Building a Better Promotional Offer
There is a difficult balance we marketers and business owners face when creating special offers for our customers. It requires discipline and problem-solving to build programs to drive sales and awareness in the short run, without doing damage to the brand in the long run.
This week, I received a promotional email from a local day spa.
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