Recently I had the opportunity to pen an article for Mike Volpe, VP of Marketing at HubSpot. I penned an article on story-telling, which prompted a lot of comments, but some interesting ones too. And it really fleshed out my thoughts. Before I share my new connections and insights, I need to make one strong recommendation:
If you’re thinking of doing a guest post for a hot company like HubSpot, get cracking now. There’s no time like the present.
First, my article prompted discussions from many but one person who connected with me really caught my interest. Michael Margolis is an expert in corporate story-telling and he shared a link to his great eBook called Believe Me: A Story Telling Manifesto. I highly recommend you download and read it.
As I told Michael, I consider story-telling to be the Holy Grail of marketing. Like the Holy Grail, many think it a figment of their imagination. But like the Grail, it is the most powerful marketing weapon a company can wield.
Story-telling is so important, I intend to keep writing about it. So stay tuned as I share ideas from the very best minds in Marketing.
Jeff is the President of Find New Customers “Lead Generation Made Simple” who has turned the website into the best source of free information on lead generation anywhere. His white paper, How to Find New Customers, has become the Bible of demand generation for many firms.
The newest, up-and-coming social networking fad of 2010 focuses more on public spending than public speaking. The Web site, Blippy.com, updates the credit card purchases of members in real time. Displaying how much was spent, where and on what to millions of viewers worldwide.
The site itself has a Twitter-like look and feel boasting an easy-to-use format for consumers who wish to share their innermost purchases. This new way of learning more about/invading the lives of strangers could provide a new way for market researchers to dig up info on the habits of demographics large and small.
Blippy allows users to follow members and make comments on their spending habits. Some users have claimed that participation increased their expenses, hoping to impress followers with where they are or what they are doing. Market researchers have looked into the mystique behind purchasing for years hoping to target specific audiences with their products or services and Blippy.com seems to be an even faster, easier way to do just that. Referencing users ‘personal profiles’ and their purchases with others could provide the same results as more traditional forms of research.
Will Blippy.com be the social-networking site of the future? Only time will tell but for now I’ll keep my credit card statements to myself J
Buy Cheap Marketing Metrics: 50+ Metrics Every Executive Should Master Buy Low Price From Here Now Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today’s most powerful marketing metrics. The authors show how to use a “dashboard” of metrics to view market dynamics from various perspectives, maximize accuracy, and “triangulate” to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You’ll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics.This book is the fastest, easiest way to gain that fluency…….. Readmore
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“This book saved my confidence!” 2010-01-14 By M. Daria (California) Marketing Metrics is great! I struggled with some reports at work and couldn’t always remember formulas or ways to “think” like a Marketer with such a demanding job. But this book saved my confidence! I do not read it chapter by chapter but more go to the section I need a little refreshment in, it is a perfect blend between great explanation yet not too much detail. I feel like this is a good way to feed your knowledge in between college and obtaining your MBA or when some years of business school wear off…
“A great catalog of Metrics” 2009-08-21 By Brian K. Seitz (Eatonville, Wa USA) One of the problems with Marketing is that it typically has not spent any real time looking at measuring its successes, performance, etc. While Marketing Metrics: 50+ Metrics Every Executive Should Master is a long way from such a holistic text, it does contain a great catalog of metrics, explanations of use an cautions such that a savvy manager could over time construct his own performance management system.
“This will become part of your ‘core’ collection” 2009-05-08 By LoreDog (North Carolina) Covers all the fundamentals.great tips on when to use, how to use and when not use. Also provides good tips on dealing with data issues and impact of assumptions and estimations on any given metric.
Unlike many other business books, this one will get dog-eared as you refer back to it time and time again.
“Should be required for all MBA programs. “ 2008-12-13 By Rick Wingender (Knoxville, TN) This is a great book. I bought it AFTER I finished my MBA program. I’ve now read most of it, and I only wish that I would have had it before I started on my MBA. It’s easy to read and understand, and most of the metrics are very useful. I would recommend this to ANY business student – undergraduate or graduate, marketing, accounting, finance, whatever. Anyone in these professions will find it useful, and I also think anyone who is in a Merchandising role will also find it quite useful. I keep it in an easily-accessible place – it’s great for reference too.
“ok” 2008-04-26 By A. Rastagar (California) While most of these metrics are true, they are not always relevant. I guess if you use it as a reference, this is a good book and will do fine. But it is not necessarily something that will turn your world upside down with new knowledge.
Images Product Buy Marketing Metrics: 50+ Metrics Every Executive Should Master Now
Every year shortly before the Super Bowl, advertisers exhort fans to “get ready for the Big Game” (with a new HDTV), “stock up for the Big Game” (with pizza and ice cream) and score some “Big Game Savings” (on Doritos).
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Pepsi is promoting its brands with a “Big Game Savings” promotion.
The latest news, notes and analysis from Miami where the Colts and Saints will contend Super Bowl XLIV.
The harsh reality of today’s economy is that many people are unable or unwilling to spend money like they have in the past. It used to mean nothing to me to spend $100 or $200 on clothes and shoes every few months, go out to eat several time a week and buy things I didn’t really need but thought I wanted on a weekly basis. I also used to donate money to several local charities. During the past year and a half, I have probably spent only $300 total on these items. Not good for the local economy, not a whole lot of fun for me personally.
Obviously, businesses and non-profits are also reluctant to spend money on marketing efforts when customers like me aren’t adding to their bottom line. Another harsh reality: you can’t ignore your marketing efforts just because business is slow. Maintaining a strong presence now will help customers remember you when they feel inclined to start spending again.
While you may not be able to afford a fancy direct mail piece or advertisements in your local paper right now, there are inexpensive or even free things you can do that will help keep you in your customer’s minds:
Develop a newsletter. Keep your customers informed about new products, services or other information they are interested in.
Create fliers to promote your upcoming sale instead of more costly direct mailers. Remember, though, that any printed materials you send out need to look professional.
Gather customer e-mails. If you can’t afford to have your newsletter or flier printed, send an e-mail version.
Partner with other businesses who compliment yours to create a “niche” event: bridal fair, home & garden show, ladies night out, etc.
Start a blog. Do you have something relevant and interesting to say? Are you an expert at what you do? Of course! It is an easy way to lend credibility and increase awareness about your business or organization.
Create a Facebook Fan Page for your business. Post new products, upcoming events, etc. Remember to update it on a regular basis or no one will continue to visit your page. The same is true if you have a web site. Update your content to make sure people are visiting. This is the same principle as bringing in new merchandise or changing displays in your store.
Participate in a community event. If you support your local community, residents will tend to support your business.
Attend networking functions. Word of mouth will always be the best way to spread the word about your business.
Offer to speak to other organizations about a topic of interest/expertise that you possess. It will only cost you some of your time.
Create a unique in-store event. While you will need to spend a little money to execute it effectively, a fun, memorable event can bring a lot of people into your store.
Search just finished its first decade! Our US Search teams have put together a look back over the past 10 years and key milestones which have shaped the search landscape today. It’s amazing how far the industry has come in such a short space of time and how much it has changed. Most notably, back in 2000 Google was the default search engine for Yahoo users and now they’re main competitors!
Click here to see The Decade in Search highlights and below our thoughts from Amnesia, it’s effect on the APAC region and what the future is set to hold – for the moment at least!
Why has Google become so strong?
Leading innovation, products and add ons that are simple for consumers to use and make Google the one-stop shop for consuming and sharing online
For advertisers they have developed user friendly interfaces, in-depth reporting and free applications such as Analytics and Insights to make sure we can target consumers as effectively as possible on the Google network
Both Yahoo and MSN have both lagged behind in innovation which has ultimately held back their advancement in the majority of APAC
Key Changes for the APAC region:
Reputation management – the force that is social is an exciting time as online becomes more of an open forum. As search engines start to rank more and more social content the process of reputation management becomes more challenging and also brings up the age old question – is all news good PR?
Censorship – hot topic at the moment especially here in Australia. Is the free availability of information set to end? We’ll be keeping a close eye on proceedings and also the effects this may have on advertisers
China is the key market for change, with recent heavy news coverage that Google may pull out over a combination of high levels of censorship and hacking linked to the government.
Accessibility – the imminent launch of new devices, such as, the iPad and Android phones, will open up the way people can search and the frequency in which they can do it
Bing – Microsoft’s new search engine has reportedly been growing, albeit at a small rate. It will be interesting to see locally if consumers in each market will transition once it comes out of Beta and all features are available. Look out Google? Only time will tell!
All in all we are about to enter the next chapter in Search. Especially here in APAC where there are many different types of market, from emerging to mature and everything in between. The key to success is strategy localisation to ensure your advertising is meeting the needs of consumers from very varied backgrounds.
Last month, the CCIM Virginia chapter organized it’s first ‘Deal Making Call’ to help circulate exposure for member’s listings, and the efforts wholly paid off in what can only be define as success! A total of 10 properties were presented with about 12 participants on the call including those members who pre-registered to present listings. Several participants offered feedback following the call saying they really liked the format. One other participant requested a package from a member to present to a potential buyer, so already we have a potential transaction from 1st Deal Call. With my past experience with these formats, I expect the call participation to steadily grow, potentially to between 50 and 100 folks. Going forward, we plan to promo participation on the call in a formal advertising campaigns and heavily across social media platforms.
Over the course of the next few months a formalized advertising program to attract buyers and non-CCIM brokers who may bring buyers to call will be initiated. Only members of the Virginia CCIM chapter will be allowed to present properties on the calls, but all others will be allowed to participate as buyers or buyers’ brokers.
So, please mark your calendars and join us from the comfort of your desk as CCIM of Virginia will hold our next monthly Virtual Deal Making Call on Tuesday, February 9th - NEXT Monday – from 10:30-11:00 a.m.
This month’s call will feature a special guest speaker, Rod Santomassimo of the Massimo Group, who will share with us some details of how he is helping commercial real estate brokers across the US to stay at the top of their game during the current economy.
This is your opportunity to use this webinar to pitch your deals and to find more of what you are looking for to do more business.
First: Register Here: Tuesday, February 9th from 10:30 am- 11:30 am
(You will receive an INVITATION closer to the event date with call-in information.)
Second: Download Slide Template and submit to jtucker@ccim.net by 5:00 PM Friday before the event (February 5th)
Note: Slides are open to CCIM Virginia Chapter Members ONLY. Others are welcome to participate in viewing and discussion.
Last month, the CCIM Virginia chapter organized it’s first ‘Deal Making Call’ to help circulate exposure for member’s listings, and the efforts wholly paid off in what can only be define as success! A total of 10 properties were presented with about 12 participants on the call including those members who pre-registered to present listings. Several participants offered feedback following the call saying they really liked the format. One other participant requested a package from a member to present to a potential buyer, so already we have a potential transaction from 1st Deal Call. With my past experience with these formats, I expect the call participation to steadily grow, potentially to between 50 and 100 folks. Going forward, we plan to promo participation on the call in a formal advertising campaigns and heavily across social media platforms.