The Incidental Video Screen Is Seen by More Viewers Than Prime Time (New York Times)

Location-Based Ad in ElevatorVideo screens showing television programs are popping up everywhere.  Screens are now found in such venues as gas stations, elevators, doctor’s offices, and public restrooms.  The screens are so ubiquitous that new research suggests a huge number of people are regularly exposed to video screens outside the home.  And this does not even count computer screens. The implications for advertisers may be significant as they try to determine where to direct their promotional dollars.

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Stopping Ambush Marketers During the World Cup (Time)

World Cup Marketing StrategySoccer’s biggest event, the World Cup, is an attractive promotional opportunity for marketers worldwide.  And like other major global sporting events, such as the Olympic Games, the organizers of the World Cup like to control the promotional activites taking place during this month-long event.  They do this mainly by requiring marketers to pony up big dollars for sponsorship rights, which give the sponsor exclusivity over promotion of products in a certain product category.  With such agreements in place, one would think those not on the sponsorship list would not bother running promotions during this event.  Well, not exactly.  There is always ambush marketing.

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Sales Tips From the World's Toughest Customers (Inc. Magazine)

Sales Prospecting with Big CustomersSales prospecting can be a tough business.  Depending on the industry and products sold, turndowns by buyers can exceed 80% of sales calls made by a company’s sales force.  In fact, in some industries, a salesperson may be viewed as being successful if they convince less than 1% of their prospects to make a purchase.  But salespeople, who are effective in finding buyers, understand that much of their success comes down to a simple concept - know your customers.  Unfortunately, while this may seem relatively obvious, this concept is often lost on small business owners whose primary skills may not be in sales but must face the difficult task of getting major companies to purchase their products.

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Crowdsourcing Gets Companies Cheap Help Online (USA Today)

Crowdsourcing in MarketingIn our KnowThis: Marketing Basics book we take an extended look at an emerging concept which we call Open Development but is also known as Crowdsourcing.  The idea centers on recruiting people outside the marketing organization to help the marketer create and possibly execute certain marketing activities, often for no monetary reward.  The concept is well known in the software industry, where numerous products including web browsers (e.g. Firefox), content management software (e.g., Joomla), graphics programs (e.g., Gimp) and even operating systems (e.g., Linux) have been developed within the “open source” movement.

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Costco's Success Secrets Revealed (ABC News)

Costco Retail StrategySome retailing strategists believe general merchandise retailers must carry tens-of-thousands of products in order to satisfy the needs of their target market.  This often means carrying the same type of product (e.g., laundry detergent) from several different suppliers.  But in reality there are several large retailers who are quite successful carrying extremely shallow product lines to the point where they may only carry a single brand within a product category.

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