Word of mouth is one of the most powerful integrated marketing communication tools available to any company today, and it doesn’t cost much to harness the energy of enthusiastic cheerleaders. Here are some low–cost suggestions [Read More]
Everywhere you turn, words like “recession” and “economic downturn” are being used to describe our economy. While there is no doubt the economy is facing some challenges, now is not the time for owners of [Read More]
Who is your customer? Perhaps the better question is, who isn’t? As a longtime marketer, strategic communications expert, and brand identity specialist, Mary Lou Quinlan has noticed that most people think a customer is only [Read More]
Thirty–six years ago, astronomer Frank Drake sent humankind’s first deliberate communication to our interstellar neighbors. We’re still waiting for a reply. Marketers have it so much easier: They need only browse the Web to catch [Read More]
Many growing businesses struggle to develop hit products or services because they guess what buyers need rather than uncover real problems that consumers will pay money to solve. So say the authors of Tuned In: [Read More]
These days, with products drowning in a sea of competition and multi-million-dollar integrated marketing communication campaigns no longer generating good return on investment, the next big idea is, ironically, the small idea. It’s a soft [Read More]
One of today’s hottest consumer marketing trends, blogging, is rapidly coming of age as both a strategic communication tool and an effective sales technique. Companies, including banks, automotive firms, and entertainment conglomerates, have been developing [Read More]
Dealing effectively with dissatisfied customers requires special skills and behaviors. To help you maintain calm when others are out of control, Lydia Ramsey, a relationship marketing expert and the author of Manners That Sell: Adding [Read More]
PROBLEM: Bey-Lea Dairy, which delivers milk door-to-door in central New Jersey, is a cyclical business that averages just under 3,000 customers. Owner Tim Sutton says he loses 10–12 percent of his customer base every year. [Read More]
Even in the b-to-b world, customers are wary of what he calls a bait-and-switch tactic, in which providers pitch their name and their best people, while the work is in fact done by underlings and [Read More]
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