I was looking through a website that sells holidays in Branson and thinking of the great way they package the holidays to be much more than a visit to Branson. For example, they sell their vacations as “Fun and Excitement”, “Comfort and Elegance” and “Music and Magic”; all great themes that put great images in the mind of the reader. There seem to be a number of shows you can go to, and also a number of attractions. If I…
Excellent article on WSJ about marketing in a Web 2.0 World. It’s a distillation of conversations the researchers had with a number of key people involved in leveraging the new social tools available on the Web. Here’s what they recommend: Don’t just talk at consumers – Work with them through the marketing process – The new paradigm is all about engagement. The audience isn’t passive any more, involve them in your process, from idea generation all the way to product feedback. Give…
I came across some good pointers in a magazine which I thought I’d echo here for posterity. They’re good points to remember and provide a good framework for things you need to keep in mind. Change must be actively and proactively managed, as unforeseen effects can be costly and risky Detailed impact analysis must be carried out, to see what the ramifications will be throughout the company and among all stakeholders Behavioural and cultural changes will have the most impact…
One advantage that the Internet brings to Business is the ability to focus exclusively on a particular niche. The reason behind this thinking is that the Internet allows you to scale your clientèle to a global level so reducing the focus of your business to a small segment still remains commercially viable. So, for example, an online jeweler can target customers who are interested in titanium or tungsten rings, omitting the standard gold or diamond segments. Or you may seek…
I came home today to find an some interesting advertising material from one of the leading car insurers in the UK. What caught my attention (which was probably as was intended) was the fact that ther advertising material had some interesting personal information used all over it. For example, a photo of a car in the marketing brochure had the same number plate as my car. The road sign next to what was supposed to be the street where I…
Woolworths has announced that it’s starting it’s closing down sale in a bid by tthe administrators to try and raise as many funds as possible for creditors as possible. One year shy of it’s centenary there doesn’t seem to be much hope for a retailer who’s name has become synonmous with the British high street. It’s a great shame, but a lesson for all that without continual reinvestment in a brand, failure is the only option. I blame the demise…