Strategy
When Healthcare Professionals Receive the Wrong Diagnosis
Despite their academic pedigree, physicians and healthcare insurance providers continue to receive the wrong diagnosis for their sales ills. Confusing advertising for marketing can be dangerous — particularly when the research shows the latter is what drives sales.
Marketing Lessons from a Fisherman
This post examines the planning a fisherman employs to ensure a successful catch. In most cases, it’s more rigor that the average marketer invests in a multi-million dollar ad campaign. Where do you rate?
The Best Offense is a Good Defense: Why Retention Matters
This blog post revisits why retention is key during slowing economic times. It is more effective, offers superior ROI, and forces marketers to examine/improve the brand experience.
The $50 Billion Gamble and Why Ads (alone) Don’t Sell Products
GM’s woes and need for $50B in capital is a symptom — the cause is their refusal to connect with customers, listen, and respond. Let’s hope they get it right this time around.
Marketers: We’ve Seen the Enemy — and It’s Us
This post comments on marketers being their own worst enemies for lack of change. Fear, apathy, laziness, and other factors combine to paralyze implementing the ideas of best-selling experts.
Removing the Blindfold When Making Budget Cuts
This post highlights the value of using monitoring the social web and analyzing sales funnel performance to better understand ROI and the performance of marketing tactics when considering budget cuts.
Doug Hall is on to Something: End the Marketing Madness
This post prompts marketers to self-examine their positioning and marketing culture. Tricks/offers work to stimulate short-term sales, but are you engaged in meaningful marketing to build long-term ROI?
Why You Need to Continually Assess Your Brand Position
If you intend to write an annual marketing plan, then you also need to assess your brand position as part of the process.
You’ve probably heard people reference “needing to get from point A to point B” to describe their career, business, or other aspects of their life. Sounds simple, right? …. or is it?
We [...]
Why Do New Customers Get the Best Deals?
This post examines why we (as marketers) are obsessed with acquisition while we allow our best customers to defect to a competitor.
Are Three Spotted Badgers Worth One Purple Cow?
OK, so you know by now that we enjoy reading Seth Godin’s musings from time to time about permission and innovation. Not that Seth has originated the idea of actually “doing what you say” — but he’s served notice on marketers to stop the interruption and starting courting your customers.
As we’ve sat with some clients [...]
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