Fire this consulting firm: It tells you to not be you, but instead to be something you’re not. Brand Sustainability Let’s start with some context, this article from Fast Company: A Hamburger Chain That Asks Its Customers To Not Order Hamburgers, which details how a sustainability organization, The Natural Step, convinced Swedish hamburger chain Max
Why You Need Local Online Reviews
How much time do you spend on local online reviews? If little, to none at all, let’s re-think that strategy. Local online reviews can have a direct impact on your business, even if you don’t sell products and services online. What is the Power of Local Online Reviews Let’s look at three power centers: Search
The Tagline Creation Process
Flickr photo courtesy of theakshay My marketing friends Paul Williams and John Moore ask the question: Are Taglines Important? My answer: “You’re darn tootin’ they are.” (It’s a Texas expression) Their conclusion is that taglines have a place…sort of: The more undifferentiated a brand is,THE MORE it needs a tagline. The more distinctive a brand
Update: Using Digital Billboards
What’s changed since I wrote this article on digital billboards two years ago? Advertising Trends: Digital Billboards Turns out, not much. Digital billboard technology created quite a stir when it first arrived on the scene, but it’s still a minor player in the outdoor advertising industry. The reason: local governments. Outdoor companies like Lamar Outdoor
The Hidden Power of Keeping Current Customers
It’s a simple, two-step process to customer retention Step one: Capture their business Step two: Reward their business Why does step two get left out so often? The answer, unfortunately, is hidden. In her new book, The Hidden Power of Your Customers, Becky Carroll blows the whistle on one of the biggest factors of poor
Getting Attention vs. Being Liked
Is your business able to grab customers’ attention? Or do you think people just like your business? There’s a difference. One of the primary purposes of a brand is to get people’s attention, to be able to stand out in a sea of commodity businesses. For people to start doing business with you, they must
Using Facebook Business Pages Right: Three Issues
Facebook is a real marketing tool for a small business. But sometimes businesses just don’t use it right. Are you? Let’s take a look at three key issues. It’s a Business Page: So Get Some Business Decide what you want from your Facebook page. Do you really want to create a Facebook page simply so
What to do With a Commodity Product or Service
What’s the right marketing strategy for selling a commodity? You know… when everyone else can sell what you’re selling? Here’s how 90% of America’s car dealerships handle that problem: It’s a price war, baby. He with the lowest price wins! Or… loses with the lowest profits. Almost every product or service is a commodity. I
The Fight Against Tagcrimes
I tend to be a libertarian. Do your own thing as long as it doesn’t harm others. Live and let live. Laissez-faire and all that. However, I’d like to propose a piece of federal legislation that is decidedly un-libertarian. I propose a federal, if not global, ban on several tagline formulas that wore out their
How to Promote a Non-Profit Event
How to Promote a Non-Profit Event Non-profit organizations like to use the special event to raise money. For example, Susan G Komen uses the Race for the Cure® to get donations. The non-profit events are very effective at raising money because they get donors personally involved. It’s much more effective than just sending a letter
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