Strategic Marketing

Spot Runner Published: June 25, 2008 at 01:17 PM GMT Last Updated: June 24, 2008 at 01:17 PM GMT By Jerry Weinstein Despite time-shifting and viewer erosion, television remains a $70B market, our most powerful advertising medium. That said, the steady trickle of ad dollars flowing from TV (and newspapers) to the Internet continues apace due to that platform's precision analytics and accountability. In response to this challenge, this column has profiled solutions... Read Full Story

Cash gifting is somewhat unique in the fact that all your marketing and success does not have to come from the Internet or online.  Many successful gifters, utilize offline methods of marketing and have been extremely successful with cash gifting.  The sky is the limit and if you think “outside the box”, You can utilize some creative avenues for your offline marketing techniques which really show results. In talking to people, I have learned some incredible ways to market and I feel I need... Read Full Story

Marketing in the Advertising Age will be less about advertising and more about strategic market positioning. Companies who choose to continue textbook advertising will erode their brand equity, making their product a commodity. What are your company's core competencies? Are they remarkable? Could you focus your resources on developing them to make you GREAT in the eyes of your customers? Read Full Story

I admire companies that know and listen to their customers. Some great examples that I've seen recently: Honda In December, Dogcars.com named the Element "Dog Car of the Year." So, RPA, Honda's agency responded with this ad. Burger King In this Wall Street Journal article, Man Behind Burger King Turnaround, Burger King CEO John Chidsey talks about the chains turnaround. My favorite part? WSJ: What were the keys to your company's turnaround? Mr. Chidsey: Most importantly, I'd say it was... Read Full Story

Which of these pricing strategies is more persuasive? If you buy now, I'll get you a discount.The price is going up, but if you buy now I will lock in your rate.Both are types of discount. The typical software sales strategy is #1. It's often applied to get the customer to "close" before the end of the month or quarter or some other arbitrary time boundary. At first blush it seems harder to persuade with #2. After all, #1 means the customer pays less than #2, because #2 isn't a real... Read Full Story