Harvard Business Review

DECEMBER 4, 2018

Picture, for example, a Muslim who prays in his car because he doesn’t want to advertise his religion, a mother who doesn’t put up pictures of her children so that coworkers won’t question her commitment to the job, or a gay executive who is unsure whether he can bring his partner to company functions.

Diversity 8

Diversity Focus Group Survey Attrition 8

Strategy Driven

JUNE 6, 2014

Allow non-profit groups to present on their premises. Advocate community causes in their advertising. Conduct focus groups. Offer certificates for product when people make legitimate donations. Coupon book activities with schools. Sponsor noteworthy community events. No company can cure community problems by itself.

Franchising 77

Franchising Marketing Strategy Strategic Planning 77

Harvard Business Review

OCTOBER 22, 2015

Social media is a limitless focus group. The data provides marketers the opportunity to observe people in their native environments — their own social groups and with brands — while also tracking shifts in taste and behavior over time.

Brand 8

Brand Audience Focus Group Media 8

Harvard Business Review

MAY 6, 2015

According to focus groups that SA/PPMG conducted in Boston, New York City, and Los Angeles, iGens want brands to be aware of them as individuals rather than a name or number on a list. Be strategic with advertisements. Advertising has come a long way since print ads and broadcast spots were the only ways to promote products.

Marketing 8

Marketing How To Brand Media 8

Strategy Driven

JANUARY 26, 2011

Today, customers want to rely on what other diners have to say to help make decisions about where they should eat next, rather than relying on traditional restaurant advertising. What’s more, these constituencies are driving advertisers to spend an expected $2.6 Examples of Social Nations are everywhere.

Media 67

Media Learning-by-Doing Open-book Company 67

Harvard Business Review

MARCH 22, 2013

Before investing in new services, Barbara Messing, CMO of travel site TripAdvisor, puts concepts to the test by using a "dummy banner" to advertise whatever feature the company is considering. If a user clicks on the banner, she is taken to a 404 / "Not Found" message; if enough users click on the banner, the product will go into development.

Marketing 15

Marketing Metrics Agility Budgeting 15

Harvard Business Review

JANUARY 5, 2012

In this post he says that advertisers "will place a premium on shows that have a high [engagement] component" because it gives them the ability to understand the minds of their consumers - what they like, what they want and what will motivate them to act. The balance shifted heavily toward programmers and away from audiences.

Media 12

Media Audience Brand Advertising 12

Harvard Business Review

JULY 21, 2011

In fact, he famously avoids customer input and focus groups because he is so sure about his own gut feeling. This eliminates online surveys and focus groups. However, if you want an extreme example: Microsoft (not a client) did this recently with its wildly successful "I'm a PC" television advertisements.

Marketing 11

Marketing Productivity Products Retail 11

Harvard Business Review

JULY 8, 2013

Today, we are awash in customer data of all kinds, but first-hand observations of real people in the real world (outside of a focus group room and outside of social media) are more important than ever; they can be an invaluable reminder of how clear and compelling (or confusing and boring) your story actually is. Know your story.

Company 8

Company Apparel Brand Advertising 8

Harvard Business Review

APRIL 11, 2018

The scent is such a proven brand asset that it has been codified as a brand standard that defines the company’s experience and brand personality, just as background music, color scheme, décor, and advertising do.

Brand 8

Brand Hotels Retail Real Estate 8

Harvard Business Review

JULY 17, 2013

We now tend to focus on empirical data from survey results and analytics or customer insights from feedback forms and focus groups constrained by what the company knows to ask. The real risk here is that no one sees the customer as an actual human being.

Company 8

Company Audience Consensus Advertising 8

Harvard Business Review

MARCH 22, 2013

Before investing in new services, Barbara Messing, CMO of travel site TripAdvisor, puts concepts to the test by using a "dummy banner" to advertise whatever feature the company is considering. If a user clicks on the banner, she is taken to a 404 / "Not Found" message; if enough users click on the banner, the product will go into development.

Marketing 8

Marketing Metrics Agility Budgeting 8

Strategy Driven

NOVEMBER 8, 2010

When you stop to think about it, you’ll realize that your fans and followers are essentially volunteering their time and energy to serve as developers, sounding boards, and advertisements for your company. So for goodness’ sake, respect what they have to say and take their input to heart!

Media 50

Media Follow-up Software Newsletter 50

Harvard Business Review

AUGUST 20, 2018

Startups with huge burn rates — building leases, staff, PR and advertising — ran out of money. Lean was designed to inform the founder’s vision to operate at speed, not as a focus group for consensus for those without deep convictions. Then one day it was over. IPOs dried up. The Rise of the Lean Startup.

IPO 8

IPO First-mover Advantage Business Model Agility 8

Harvard Business Review

FEBRUARY 11, 2014

A wave of laughter hit the focus group observation room that was so loud that I’m sure the respondents could hear us on the other side of the 2-way mirror. “I really think of Diet Coke as my boyfriend.”. Did that woman really say she thought that Diet Coke was like her boyfriend?

Brand 9

Brand Janis Bond Maturity 9

Harvard Business Review

AUGUST 23, 2017

If the car is on sale, the license number is covered with a Blinker logo, offering the seller a sense of privacy (and Blinker some free advertising.). .” That means taking out the intrusive ads and multi-click processes usually associated with selling cars online and giving customers a sense of fast, responsive action.

Company 9

Company Training Technology Wireless 9

Harvard Business Review

SEPTEMBER 25, 2012

It's not concocted, like the analysis of a survey or a focus group. And for all of our decisions on where we put our advertising money.". "And if Google is wrong, what recourse do we have?" Google isn't going to be wrong. Google data is like this river: It's an organic part of nature. It comes directly from real users.

Cost 8

Cost Marketing Management Sample 8

Harvard Business Review

DECEMBER 31, 2012

It's not that hard, or expensive — but it does take more than forming a few focus groups. While these can certainly help create growth, they can also cause companies to lose focus on what's truly valuable. Many businesses that are growing robustly focus their attention on a single, common theme: customer advocacy.

CEO 8

CEO Airlines Marketing Software 8

Eric Jacobson

AUGUST 12, 2010

This is an informal focus group of sorts, where employees can freely and without feeling pressure, share their ideas, see others ideas, and then suggest even more ideas. Grossman recommends that when you have something you want to get your employees input on, post a question on a flip chart in your department or office.

Mentor 50

Mentor Mission Statement Tips Learning-by-Doing 50