strategy
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Picture this: You own a restaurant, and people literally compete to see who can spend the most time in your establishment. They are recommending your best menu items to friends, and telling the world via Twitter and Facebook every time they walk through your door. And, you can track where they are coming from, where else they’ve been and what time of day they like to visit.
Dreaming? Nope. All of this and more is possible through Foursquare, just one of several geo-tagging applications...
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The other day, several brainwooers participated in a webinar that discussed insights into the growing Baby Boomer generation and the best ways to reach them. The webinar was based on the book Turning Silver into Gold: How to Profit in the New Boomer Marketplace by Dr. Mary S. Furlong.
There were several interesting facts that marketers seem to overlook when trying to reach this market. With a little more understanding of this audience, marketers should be able to creatively reach them where...
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The Situation:Each year, the Governor of Tennessee, in association with our client, the Tennessee Department of Tourist Development, holds its annual "Governor's Conference on Tourism" for businesses and organizations in the state who are involved in the tourism industry. We were asked by our client to compile an extremely large amount of information from many different sources and produce the 2009 Annual Report on Tourism. This Annual Report would serve as a guidebook...
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Employ the creative process loop.
Chart created by Dubberly Design Office in collaboration with Jack Chung, Shelley Evenson, and Paul Pangaro.
It's the visual equivalent of writer's block, and we often assume it is something we have to ride out until that lightning bolt miraculously returns. I believe the problem is not a lack of inspiration. Instead, it is that the initial spark of an idea is so delicate, it is often shot down by us creative types before it has a chance to grow. Our ideas are...
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A recent article in the Wall Street Journal pointed out that as a result of the Great Recession, strategic planning has fallen out of favor with many marketing departments due to rapidly changing market factors and new paradigms affecting most business categories.
By definition, strategic planning takes a long-term view of the business landscape, often three to five years. Office Depot, for example, makes the point that they are beginning to update its annual budgets every...
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If so, then you may be interested to know which marketing strategies work best for Low-Involvement (LI) products and services. (This is the 3rd installment on Consumer Involvement Theory (CIT). To catch up, click on my photo, and you can read any of the HI/LI blogs written to date.)
We’ve been discussing the two dimensions of CIT—Involvement and Rational/Emotional. In LI categories consumers don’t spend much energy, time, or resources in making a purchase decision. Think...
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This post is a follow-up to the blog post I wrote the other day, titled "A Recipe for Disaster." Since I didn't share the content that Domino's Pizza is promoting on their site, I thought that I should do so.
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USA Today published an article yesterday about the plans Domino's Pizza has to change its pizza recipe. If you recall from a few months ago, Domino's landed into a heap of trouble when a couple of its employees made a video of themselves doing inappropriate things with food they were using to make pizzas. To make matters worse, those employees then posted the video on YouTube for the whole world to see. And boy did they see it! It led to the tarnishing of a brand that...
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Are you having trouble sifting through hundreds of sponsorship requests to find the right fit for your company? If you are, you aren't the only one. Many companies are bombarded daily with requests to sponsor this or that, and most aren't even legit. So, how do you find the "Diamond" sponsorships amongst the vast rough? I suggest that you approach it like shopping for a real diamond and apply the four C's...and NO I don't mean cut, color, clarity and carat.
Here are my four C's to find...
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Most business people have heard of Sun Tzu, the brains behind The Art of War, a Chinese military treatise written in the 6th century BC. His battle-tested wisdom, detailed in this ancient work, has not only guided military strategists and tacticians throughout the ages, but it has also garnered amazing popularity as a business and marketing treatise. The Art of War is one of the most popular and enduring business books of our age. Talk about shelf life!
The reason for this...
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