MARKETING | Perspectives

MANAGERS – BE AN A.C.E. WHEN IT COMES TO INTERVIEWING

I think of interviewing as being like playing a sport. If you don’t have the right technique, it doesn’t matter how much you practice; you will never get better. You must develop and refine your technique through repetition. But how do you know if your technique is right or wrong?

Sep 7 2010 | Posted in MANAGEMENT | Read More »

5 REASONS CONSUMER STAY LOYALTY

Loyalty is one of the most powerful forces in the universe. It’s also the brass ring in branding: There’s nothing more valuable, but it’s extremely hard to grab. Why? Because a brand-loyal customer is revenue in the bank – and a disciple on the street.

Sep 7 2010 | Posted in BRANDING,FEATURED,RELATIONSHIPS,RELIGION,SPORTS | Read More »

IS IT OKAY TO STRETCH THE TRUTH IN SALES?

by Marvin Miletsky There’s a major difference between stretching the truth and outright lying, and anyone who tells you that salespeople can be successful without stretching the truth a bit is, well, outright lying. There are times when a little manipulation of the truth is unavoidable. In a perfect world – one with no competition [...]

Sep 6 2010 | Posted in SALES | Read More »

HOW MUCH IS A PROMISE REALLY WORTH?

Is the promise of future work enough to make up for lower prices at the outset of the relationship? Each and every step you take to engage your prospect should be with an eye toward developing a relationship in the future, and not just in the moment. All too often, however, the future is not as clear as it might seem, and promises made by a client may not be fulfilled.

Sep 5 2010 | Posted in SALES | Read More »

THE MANAGER DOESN’T BELIEVE IN BRANDING. NOW WHAT?

The first thing you have to do is work with the manager to define “brand”—meaning brand as a core operation, not graphics, logos, or marketing—so you know you’re talking about the same thing. If, even after this discussion, the manager fails to get on board, a somewhat naughty but effective response is to ask that the dissenting manager rebrand his or her business unit and stop doing business under your brand if he or she doesn’t want to pay for the privilege.

Sep 4 2010 | Posted in BRANDING,FEATURED,MANAGEMENT | Read More »

DO CONSUMERS WANT TO COMMUNICATE WITH BRANDS?

For the first time, consumers have a method for talking to the brands they use, sharing their ideas, their complaints, their compliments, and their observations in a way that gives them a voice and ensures they are being heard.

Sep 4 2010 | Posted in BRANDING,FEATURED,MARKETING,SOCIAL MEDIA | Read More »

HOT DOG ECONOMICS

by Marvin Miletsky I could smell the aroma from the refreshment stand long before I three-putted the ninth hole. But the enjoyment of a good hot dog would have to be left strictly to my sense of smell – like the dozen or so people on line ahead of me, I left the window of [...]

Sep 4 2010 | Posted in SALES | Read More »

RISK TAKING IN MARKETING: IS IT WORTH IT?

Risk-taking is a major part of life and can bring tremendous rewards. It’s important to remember, however, that risk-taking can be extremely dangerous if the risk involves tampering with something that is currently working and if done without careful thought.

Sep 4 2010 | Posted in FEATURED,MARKETING | Read More »

CAN BRANDS EVER BE “TOO SOCIAL”?

For brands, being social isn’t just about marketing a message – it’s about influencing consumer behavior, creating a stronger brand/consumer bond, allowing consumers to have a voice in the development of the products and services they use, and providing customer support openly and quickly.

Jun 3 2010 | Posted in BRANDING,MARKETING,SOCIAL MEDIA | Read More »

BRAND LESSONS FROM SEX AND THE CITY2

by Jay Miletsky I’m not going to lie – I called this one wrong. I would have bet money that despite the absolutely awful reviews it received, Sex and the City 2 would not only be the #1 movie in its opening weekend, but it would leave all of its competitors in the dust. It [...]

Jun 1 2010 | Posted in BRANDING | Read More »