Dump any marketing book written in the 20th century. Traditional marketing tactics and strategies based on “one- to-many” communication are obsolete. Common acronyms such as ROI, USP and CRM are headed for the alphabet graveyard. The Internet has revolutionized the way people communicate. Mobile technologies and the explosion of social media exacerbated the level and pace of change. Continue reading
The number one question potential customers ask today is: “Why should I do business with you?” You answer that question with your Unique Value Promise or UVP. There’s no point talking about your products, your service or even your expertise – that’s irrelevant. Instead, talk about the value you will deliver the customer and the benefits and outcomes they will achieve. Express this solely from the customer’s perspective and promise what customers truly crave and you will stand out – no doubt about it.
In today’s dynamic marketplace, just being there is easy. Getting found and having customers decide to do business with you is hard. To reach that point, you’ve got to stand out and have a distinctive presence. That’s why having a UVP which looks at things solely from the customer’s perspective is so important. With a good UVP, you’re in the prospective customer’s field of vision. Without a UVP, you won’t be. Continue reading
Marketing executives Joeri Van den Bergh and Mattias Behrer conducted quantitative and qualitative research on generation Y and generation Z consumers to learn how to entice their vast numbers to buy your products and services. They control a global youth-market consumer base that accounts for an estimated $200 billion in annual purchasing power.
Innovation is overused by marketers and often fails. Your products and services must return to their core essence to reinvent these brands to grow revenue profitably. Continue reading
“Disrupted” is a satirical look at what goes inside companies when the focus is revenue growth, not profits, where the deck is stacked to make the founders rich and the investors richer. Younger employees are paid less and often burn out and while Hubspot promotes its inbound marketing automation it uses cold calling as a way to find new customers. Continue reading
Professional boxing is the perfect metaphor for doing business in the social media age. Prizefighters don’t walk into the ring and immediately go for the knockout punch. Instead, they first deliver a series of well-planned jabs to set their opponent up. They work at getting the lead-up jabs working so their right hook will then connect when it is unleashed. Continue reading
Strangely enough, in today’s workplace there are situations where what you don’t know ends up being far more valuable than what you do.How can that be? Time and again, rookies who know nothing about a field come along and end up outperforming the veterans who have years of experience in the industry. This phenomena demonstrates the fact when it comes to the new game of work, learning beats knowing most of the time. That’s the essence of rookie smarts.
I have read an awesome book on branding called “Brand Against the Machine”by John Morgan and for the first time I can honestly say that this is a book that all branding people NEED to read. In the very first chapter the key thesis of the book “the future of branding is marketing with people and not at them .”.