N2Growth Blog

APRIL 4, 2011

A lack of strategic focus in dictating tactical initiatives is a ready-fire-aim approach to leadership and will result in higher costs, a perpetual state of chaos, and places a higher emphasis on activity vs. productivity.

Tactics 287

Tactics Short-term Strategic Planning CEO 287

Women on Business

MARCH 4, 2011

Someone from the outside is much less likely to find themselves mired in the extraneous details of your product or service, and much more apt to clearly focus on the benefits. Further, an outsider is more likely to think outside of the box when it comes to new and innovative ways to market your business.

Outsourcing 178

Outsourcing Advertising Project Bottom-up 178

Strategy Driven

OCTOBER 7, 2020

What will that factor be for your product or service? The expert market research writer at best essays , says that if it’s something brand new, then the field is wide open, and your business may fly very early on in its existence. Here’s some sound advice – only market when you’re ready to.

Insurance 119

Insurance How To Planning Marketing 119

Strategy Driven

JUNE 18, 2020

See if they might be interested in working with you to promote your product. This kind of paid promotion is much more authentic and direct than simply putting an advert in front of people, so give it a try. It might also be a good idea to use targeted adverts to promote your business and the products or services it’s trying to sell.

Audience 65

Audience How To Marketing Focus Group 65

Strategy Driven

APRIL 11, 2019

With the right approach, you can integrate different marketing activities and amplify their impacts. An in-store promotion can be combined with social media marketing, direct marketing, and even email marketing to create a bigger impact. Mind the Tools. One more thing….

Marketing 57

Marketing Merchandising Audience Brand 57

CO2

JANUARY 23, 2011

I remember when I was at the beginning of my career and calling on AARP as a direct marketer to do their work. My wife, Chris , thought it would be quite amusing to put the direct mail on my desk, yes, including the membership card. Where has time gone. You know the work of calling on Senior Citizens.

Executive Coaching 74

Executive Coaching Strategic Planning Direct Marketing Taylorism 74

Strategy Driven

MAY 29, 2015

Desire to Create New Products and Services. There are only four ways to grow one's business: (1) sell more products-services, (2) cross-sell existing customers, (3) create new products-services and (4) joint-venture to create new opportunities. #3 To succeed, it needs to be more than an advertising and direct marketing campaign.

Teamwork 50

Teamwork Participative Learning-by-Doing Creativity 50

Strategy Driven

MARCH 2, 2016

Many direct marketers have it figured it out, sending you offers in the mail that you are likely to actually want as opposed to the ones you consider junk. Isn’t it nice that they already know what you’re drinking without you saying anything? On a larger scale, this is how predictive analytics enhance a company’s sales efforts.

CRM 50

CRM System ROI Audience 50

Great Leadership By Dan

JANUARY 16, 2014

Innovation, an external change, brings a new competitive edge to your business by introducing products or services that increase the value of a customer''s experience with your organization. Innovation is announced in the marketplace through branding and marketing. For more information please visit [link].

Succession 242

Succession Direct Marketing Entrepreneur Market Risk 242

Harvard Business Review

MAY 21, 2018

What makes sense on paper — i.e. a high-end product-line company merging with a low-end product-line company — can devolve into an us vs. them dynamic as the companies’ different approaches and cultures inevitably conflict.

Company 9

Company Direct Marketing Execution Taylorism 9

Harvard Business Review

JULY 15, 2014

You can then decide on where to focus your marketing, product development, customer acquisition, and retention efforts. Now the question is how much do you spend marketing to your customers and how effective are your efforts? Knowing each customer’s profitability is the first step to managing them.

Discount 11

Discount Direct Marketing Present Value Customer Loyalty 11

Harvard Business Review

AUGUST 4, 2017

However it plays out, Amazon’s outreach exposed a digital divide in the consumer products world. On one side is the growing interest of brands in direct-to-consumer (D2C) models. The cosmetic company responded with a new product, and backed it up with a dedicated consumer marketing plan.

Retail 8

Retail Brand Apparel Discount 8

Miles Anthony Smith

MAY 2, 2018

A strong personal brand is so much more than a memorable name or product. Wendy Enelow "Recognized for 20+ years of success in linking science-based achievements with decisive market leadership to build high-performance organizations with significant financial rewards.

Brand 68

Brand Examples Career Godin 68

Harvard Business Review

FEBRUARY 15, 2011

The division had just introduced a line of products aimed at an important new market segment. Since the company sold primarily through direct marketing, the design of such materials as catalogs — and, increasingly, web pages — had a direct impact on sales. And sales were below forecast.

Influence 15

Influence Market Segmentation Direct Marketing Focus Group 15

Harvard Business Review

NOVEMBER 23, 2011

Penney posts teen-hosted haul videos on YouTube, Target's got an online style monthly, and L.L.Bean promotes "Share Your Story" where customers emote about its products. Sears is heading in this direction with cooking and fashion programming streamed from a live studio next to one of its stores onto YouTube, Facebook, and other social sites.

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

APRIL 29, 2011

As an example, a few years ago I worked for small software company selling an expensive enterprise workflow product. It was heavy on visual development capability but light on modeling and simulation, and we kept battling a competitor in the marketplace who had essentially the inverse strengths in a similar product.

Travel 15

Travel Chief Executive Officer Venture Funding Magazine 15

Harvard Business Review

FEBRUARY 25, 2015

According to the Direct Marketing Association (DMA), catalog mailings grew in 2013 to 11.9 What’s more, new production and printing capabilities in print media have taken the cost and complexity out of versioning — the industry term for tailoring different versions of a catalog to different customer segments.

Retail 8

Retail Brand Fashion Apparel 8

Harvard Business Review

SEPTEMBER 6, 2013

As a direct marketer we have been good at customer intimacy. Hospitals such as Virginia Mason and ThedaCare adopted process improvement systems from manufacturing ("Lean" and the "Toyota Production System") to deliver increased consistency, reliability, and quality. We know a lot about our customers.

Customer Intimacy 8

Customer Intimacy Operations Supply Chain Retail 8

Harvard Business Review

APRIL 1, 2013

Sony pretended it had launched a new product line, Animalia, consisting of electronics especially designed for pets. This year, more than ever before it seems, businesses got into the spirit of April Fools' Day. Twitter, for example, announced a policy change that tweeters would henceforth have to pay if they wanted to use vowels.

Brand 8

Brand Power ROI Committee 8

Harvard Business Review

OCTOBER 20, 2015

We find that brand homes are most effective in combination with other communication and content platforms as part of a holistic marketing strategy. They complement a brand’s investment in mass media, digital and direct marketing by providing a longer and lasting emotional experience. Engage all five senses.

Brand 8

Brand Storytelling Trout Retail 8

Harvard Business Review

AUGUST 21, 2014

The newspaper industry has been hit especially hard because historically it has derived much of its revenues not from display advertising, but from classifieds and other direct marketing services, where the impact of digital technology has been the greatest. So it shouldn’t be surprising that many newspapers have struggled.

Venture Capitalist 8

Venture Capitalist EBITDA Venture Funding Magazine 8

Harvard Business Review

MAY 31, 2013

The promise of digital marketing continues to grow as big data gets bigger and is turbo charged with mobile and social. In theory, digital marketing should be more precise and better than traditional analog marketing. So why is digital marketing still so ineffective? But Super Consumers care about benefits and innovation.

Marketing 8

Marketing ROI Real Estate CRM 8

Harvard Business Review

SEPTEMBER 22, 2011

You can also use these processes to inform policy, pricing, staffing, process and product improvements. One direct marketer learned this the hard way. Use closed-loop processes (call unhappy customers, for example) to ferret out the specifics of a situation for customer-facing employees. Organized learning.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Strategy Driven

AUGUST 3, 2012

People – Productivity. Apathy, low productivity and discord are exhibited. Branch 5: Sales strategy, sales training, marketing strategy, customer service, advertising, direct marketing, public relations, special events, video production, promotional specialties, graphic design-production and website design-production.

Review 57

Review Company Strategic Planning Industry 57

Harvard Business Review

JULY 24, 2015

Let’s face it: most publishers have very little to offer authors when it comes to direct marketing, because (unlike Amazon) they generally don’t have buyer data or their own lists. Build their own brand and audience. Harvard Business Review Press , which published my first book, Reinventing You , is a notable exception.)

Short-term 8

Short-term Long-term Audience Brand 8

Strategy Driven

MAY 6, 2011

People-Productivity. Apathy, low productivity and discord are exhibited. Promotions of products and sales. Education of the public to the purposes and scope of the product. Consumer understanding of how to use the product. Advertising is a process, part of marketing and a cousin of sales.

Strategic Planning 79

Strategic Planning Advertising Consultative Planning 79

Harvard Business Review

MAY 8, 2015

Laura Troyani had a good job in marketing research at a consumer products company in the Boston area. ” But the work — more advisory than direct marketing — did not excite her and Laura knew her career path would be limited if she simply followed in her boss’s footsteps.

Reputation 8

Reputation Career Learning-by-Doing Committee 8

Harvard Business Review

JUNE 8, 2018

It is clear that the current VP of Marketing, Lindsey Worster, is committed to this principle, as she told me: “We are all about getting the right message, about the right product, at the right time to our customer — targeted, relevant, and authentic communication is our primary goal.”

Retail 8

Retail Apparel Engineering Audience 8

Harvard Business Review

NOVEMBER 3, 2014

These programs are essentially an online form of direct marketing. Traditionally the two most important factors in the success of direct marketing campaigns have been the list — getting the materials in front of the right audience — and the offer – offering them something that they will value and act on.

Technology 9

Technology Marketing Company CRM 9

Harvard Business Review

NOVEMBER 3, 2014

These programs are essentially an online form of direct marketing. Traditionally the two most important factors in the success of direct marketing campaigns have been the list — getting the materials in front of the right audience — and the offer – offering them something that they will value and act on.

Technology 8

Technology Marketing Company CRM 8

Harvard Business Review

APRIL 19, 2017

Rather than being undercut by new, lower-cost competitors in rapidly developing economies, such as China and India, companies have globalized their supply chains or offshored their production. Even Bill Gates, whose Microsoft products have eliminated jobs that once employed tens of millions of people, recently called for a tax on robots.

Politics 10

Politics Supply Chain Offshoring Globalization 10