The Promise of “Self-segmentation”
Rather than putting consumers in arbitrary “buckets” for targeting, marketers should join them online in communities of passion and interest.
Content: Article | Author: Nick Wreden | Source: strategy+business | Subject: Marketing / Sales
Scoring Points (How Tesco is Winning Customer Loyalty)
Companies start loyalty programs to encourage additional purchases, but a new book by the brains behind one of the world’s most successful loyalty programs believe that that premise is the first step toward failure.
What companies really need to do, say Clive Humby and Terry Hunt, is establish loyalty programs that thank customers for previous purchases rather than encourage them to buy more.
Content: Related Content | Author: Nick Wreden | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales
Brand Engagement: Teach Your Customers Well
If you are flying from Los Angeles to Tokyo, you can learn how to say “how are you” in Japanese. The lesson is provided as part of the JAL in-flight entertainment.
It’s all part of the trend toward brand engagement, one of the two great trends reshaping branding today and tossing such tired, 30-year-old theories like “positioning” to the dustbin of marketing history.
Content: Article | Author: Nick Wreden | Source: MarketingProfs | Subject: Marketing / Sales
ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands
Nick Wreden’s ProfitBrand tackles the oldest and most intractable marketing question: accountability. How do we know it is working? He calls for “quantifiable benchmarks” of return on investment and profitability. “Without profitability, ultimately there is no brand, no matter how great the buzz or creative image.”
Mr. Wreden takes ambitious steps in explaining the significance of “sustainability” in customer relationships and the value of measuring marketing … [ Read more ]
Content: Book | Author: Nick Wreden | Subject: Marketing / Sales
Your Best Downturn Strategy? Think Twice About Price Cuts
Before you think about slashing prices, think again, says Nick Wreden, author of a forthcoming book on strategic branding. As he explains in this article from Harvard Management Update, a knee-jerk reaction to the recession is not good for business.
Content: Article | Author: Nick Wreden | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Marketing / Sales, Strategy
The Dog And Pony Show: Why Seminars Work
Informational seminars can be more than effective marketing tools—they can help you build customer relations. But organizing a seminar is a lot more than renting a hall and demonstrating your product.
Content: Article | Author: Nick Wreden | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales