What is Marketing?
by art_you Yesterday, I had a great conversation with a colleague from a small business consulting firm. We met for coffee, began to chat about our work and processes when she asked me seriously and curiously, “So, what is marketing?” Wow. Now, that’s a great question. I didn’t reply with a textbook story about the four P’s, about how to sell or promote a product. To tell you the truth, I didn’t even think of mentioning sales, price or anything... Read More
Outcome is the New Performance
After listening to the Accidental Creative’s “Red Zone” podcast last night, it came up again: the woes of performance-based metrics for your marketing department. Not only will this zap creativity, but it will tend to nurture complacency and discourage risk taking in your marketing programs. All of this will add up to a losing situation in a rapidly changing department that requires creative innovation. This strong shift in marketing return on investment (ROI)... Read More
Take a Pledge
Take the Handmade Pledge for 2010 I am decidely optimistic about 2010. There’s a lot I’d like to change and improve in my life and the world around me, and I like the calendar year as a measurement for my progress. I’m a sucker for badges and seals, placards and signs… probably a hold-over from my childhood scouting days. Now I’m scouting small businesses and willing to take the pledge to support them. My new year’s ambition and my childhood... Read More
The Poetic Prophet (AKA The SEO Rapper) Marketing Rap
Care
Paco Underhill gives five answers to Business Week reader’s questions about retail and consumer trends. Some of what Underhill urges about consumer trends is the same message I’ve been helping my clients to deliver in our new economy: show them you care. Here are some quick takeaways if you don’t have time to watch: Consumers are looking for an emotional attachment to purchases. Consumers may be on a diet for a long time, and that is a more sustainable way... Read More
8 Questions and Why
From Seth Godin’s blog. Who are you trying to please? What are you promising? How much money are you trying to make? How much freedom are you willing to trade for opportunity? What are you trying to change? What do you want people to say about you? Which people? Do we care about you? (and after each answer, ask ‘why?’) Read More
Menu Mind Games
In his new book, Priceless: The Myth of Fair Value (and How to Take Advantage of It), author William Poundstone dissects the marketing tricks built into menus—for example, how something as simple as typography can drive you toward or away from that $39 steak. Read the article: Menu Mind Games Read More