Marketing Basics
Induced Differentiation
Often, in this world of so many products we find that all of the products within a product genre share the same functional qualities. Finding a functional differentiator is extremely difficult. A functional differentiator is a product quality or feature that makes it different from another product in the same genre. For example, I [...]
Take Two Ambient Advertising
This morning I was up at the University of Utah when I saw a little sign off to the side of a walkway. What really got my attention was that the sign was partly hidden behind the low hanging boughs of a tree. My first instinct was to walk to the other side [...]
Creative Content Sells
Creative content gets attention.
The great thing about today’s world is that everyone carries a cell phone with them (and hence a cell phone camera) and can get pictures of all the funniest ads and upload them to their blogs, websites, Facebook pages, etc.
If you are going to spend money distributing an ad, make sure you [...]
The Secret to Free Publicity
If you are a new business you probably haven’t had too much exposure to the world of PR yet. Let me tell you a little about it.
A PR firm manages the flow of information between an organization and the public. Thats it. That is the main purpose of a PR firm. [...]
Old Media = Old Results
Organizations that continue to cling to old media are refusing to open themselves up to new results. Old media, including newspapers, television broadcasting and radio has been declining in effectiveness for marketing.
So, why do organizations still cling away? Because old media is strong media. Erik Schonfeld said in his TechCrunch blog:
industries that are used to [...]
Make few assumptions; many validations.
“This ‘telephone’ has too many shortcomings to be seriously considered as a means of communication.” ~Western Union internal memo, 1876.
“The concept is interesting… but to earn better than a ‘C,’ the idea must be feasible.” ~Yale professor on conceptual paper that became FedEx.
How crazy these early assumptions were! At the time though, most people [...]
What is the TEXT GENeration?
This age group is made up of teens and young adults who use advanced technology multiple times a day to communicate, work and learn. They frequently use some or all of the following:
Social Networking - 75% have a Facebook account
Text Messaging - 94% own a cell phone
Instant Messaging - 76% use instant messaging
Blogs - [...]
Why you NEED to know marketing…
The reason why is most eloquently illustrated by the 19th century philosopher and author, Henry David Thoreau:
We do not ride on the railroad; it rides upon us. Did you ever think what those sleepers (railroad ties) are that underlie the railroad? Each one is a man, an Irishman, or a Yankee man. The rails are [...]
