The Intangible Value of BrandsPosted by Paul Christ June 20, 2011 The 10 Most Valuable Trademarks (Forbes)
The measure is brand equity. As we discuss in the post, Once Dead, Old Brand Names Are Revived, brand equity relates to financial advantages that are associated with the name of a product or company. While the level of brand equity depends on how the company conducts its business, in essence brand equity is a measure of the value of the name itself. Taking Advantage of Underappreciated Market SegmentsPosted by Paul Christ June 10, 2011 How to Disrupt an Overlooked Market (BusinessWeek)
For relatively small or niche segments that do not show much growth potential, large firms are perfectly happy letting smaller companies handle these customers. Yet, sometimes large firms just do not understand these markets and cannot see the opportunity that lies there. They often unable see what smaller marketers see for the market segment. In particular, smaller marketers see that if underappreciated segments are targeted in the right way with the right marketing mix, these segments may actually have the potential to grow substantially and become very profitable. Technologies For Improving Sales TrainingPosted by Paul Christ June 01, 2011
Labels: Sales and Selling, Trends
New Tools for Sales Training (Inc. Magazine)
However, as we note in a previous posting, it would be shortsighted to think that convincing customers to make a purchase is all salespeople do. In fact, many salespeople function more like small business operators as they are assigned a dedicated geographic area and must manage all aspects of these territories as if it were their own business. This leads them to being involved in much more than selling by taking on such roles as office administrator, market researcher, shipping coordinator, meeting planner and much more. The Elements of a Good SloganPosted by Paul Christ May 22, 2011
Labels: Advertising, Branding
Slogans in Advertising (MillwardBrown)
By repeatedly exposing customers to a slogan, marketers hope to build product awareness and instill key product concepts. For instance, for many consumers the “Just Do It” slogan is instantly associated with Nike and connotes the impression of being active. The Growth of Social PromotionPosted by Paul Christ May 11, 2011 Crowded Coupon Industry Competes for Users (MSNBC)
An example of an industry currently in the early Growth Stage is the burgeoning online coupon market populated by such names as Groupon and LivingSocial. While coupons as a sales promotion technique are far from being new, what makes this a unique product form is the process by which a promotion becomes active. While original coupon websites were primarily static sites containing images of printable coupons, the newer coupon sites often require group participation in order to take advantage of a promotion. Consequently, we can view these as social promotion websites. How to Determine the Credibility of Celebrity EndorsersPosted by Paul Christ April 29, 2011
The selection of celebrities to serve as endorsers seems like a fairly straightforward exercise. All the marketer has to do is look at media outlets and determine which celebrities are most popular. Once a list of top celebrities is assembled the marketer targets the most attractive options and begins to negotiate a deal. While targeting high-end celebrities may work for well-financed companies who sell products to a broad market, it may not be a realistic method for smaller firms who market niche products. For these companies, assistance in identifying and selecting celebrities is often needed. One source many look to for guidance for evaluating celebrities is the Q-Scores rating. |
Samples of Marketing TutorialsThe Communication Process The act of communicating has been evaluated extensively for many, many years. One of the classic analyses of communication took place in the 1940s and 1950s when researchers, including Claude Shannon, Warren Weaver, Wilbur Schramm and others, offered models describing how communication takes place. In general, communication is how people e… Latest Marketing Stories
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How does a company measure marketing success? When asked this question most for-profit marketers will relate success to a financial measure, such as sales and profits, or to market statistics, such as level of market share. Non-profit marketers may point to donation levels or attendance at a fundraising event. While each of these measures is easily understandable, one of the most significant measures of success may be one that is intangible and, possibly, unexpected.
One marketing advantage small companies can have over large firms is to target market segments that are underappreciated by their larger competitors. This may be especially true for smaller privately held firms that do not face the same level of financial scrutiny that confront bigger public companies. Facing less external pressure, small companies can gradually build presence in an underappreciated market segment even if profits are not initially very high. They can also often do this without bigger companies taking much notice.
In most organizations that field a sales force, the number one responsibility of their salespeople is to sell products to customers. Whether a company is a retailer or manufacturer, a seller of products or services, a large multinational or local startup, or a for-profit or not-for-profit, virtually all organizations need someone who can sell.
As we discuss in our tutorial 
The early Growth Stage of the 
Hiring a celebrity to endorse a product is a popular promotional option for many marketers especially in the consumer market. Each year leading consumer companies offer millions of dollars to celebrities to endorse their products. Many marketers are eager to spend their promotional money on celebrities because they believe a strong celebrity can quickly heighten awareness for a brand. However, such promotional techniques also pose risks if something negative happens to the celebrity.
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