Marketing Articles About Channels

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New Event! What's Your Marketing Stimulus Plan?.

I've just launched the first of a series of marketing, thought leaderships and social media events that I'll be running in Wisconsin in 2009. If you're up for some 'marketing stimulus', I recommend that you check out this program!

The MarketingSavant Group invites you to attend the Marketing Stimulus Plan Boot-Camp, a one-day in-depth workshop that will jumpstart or revitalize your marketing efforts in these tough times. The best companies don't cut marketing spend in a downturn, they do the opposite. They know that even the toughest market conditions still provide plenty of opportunity.

Attend this one-day workshop to refine and revitalize your marketing strategy to help you swim upstream during the recession and position your company for long-term success.

Who: The MarketingSavant Group
What: What's Your Marketing Stimulus Plan? Workshop
When: January 27th, 2009 from 8:30 to 4:45
Where: De Pere, WI at the F.K. Bemis Center - St. Norbert College
How Much: $295 early reg / $395 after 1/9/09
Where do I Sign Up: At the Eventbrite website

Marketing managers, sales professionals, business owners, and executives within small to medium sized companies responsible for sustaining profitability and striving growth in a downturn will learn how to:

* Develop a road map for putting frugal, ethical and effective marketing strategies in place immediately
* Understand how new approaches in digital and social media marketing can catapult your company into new market opportunities
* Adapt your marketing spend for today's unpredictable economy
* Adjust prices and promotions without sacrificing market share or brand image
* Focus on accountability and obtaining measurable results from your investments
* Improve strategic and tactical planning with marketing ROI techniques and tools
* Manage your marketing budget and collaborate CFO and CEO

It's been said that "Every adversity carries a seed of equal or greater benefit." This program will help you and your business find the silver lining in those dark clouds by adopting creative, compelling, and low-cost/high-return marketing strategies. We'll discuss and learn new ways to devise new strategies to overcome economic turmoil, and execute new tactics to win, sustain and grow new business.
Bonus Item for Attendees:

All attendees will receive a copy of Marketing in a Downturn: Recession-Proof Strategies for Smart Marketers, a 90-page e-book featuring over 25 interviews with leading marketers, consultants, managers and business owners sharing their most effective marketing strategies for remaining profitable and sustaining growth during a downturn.

Who Should Attend?
* Marketing and communications professionals
* Small business owners
* Channel and brand managers
* Entrepreneurs and start-up managers
* Advertising and public relations professionals seeking new client solutions

You'll Walk Away With:

* Dozens of low-cost and effective ideas that you can implement immediately to jumpstart your marketing in the recession of 2009
* The tools, templates and action plans you'll need to succeed in the world of digital and social media marketing
* An idea packed e-book, Marketing in a Downturn: Recession-Proof Marketing Strategies for Smart Marketers, on how to make the most of your marketing in a recession

Register Now at Eventbrite

(02/24/09 09:00 AM)

New Event...New Blog - Digital Centered Marketing.

Bill, Toby and I are going on the road again with the AMA! Starting in October, we're putting on a new event titled "Digital Centered Marketing." Like any good digital event, we've started a new blog to chronicle the examples and ideas that we encounter as we run up to the event.

Digital Centered Marketing is all about:

The marketing world is becoming digitally-centered faster than most marketers ability to learn, adapt and apply the latest techniques. Conventional marketers and agencies trapped in standard marketing models are no longer producing the same results that they were even a few years ago. Forward-thinking marketers have begun to shift their thinking from the traditional environment to the digital centered multi-channel environment.

This Digital-Centered Marketing program will explore the changing landscape of marketing that is no longer about exposure but rather engagement in digital relationships through digital media founded on the intelligent use of digital data and CRM.

Real-world models, pockets of excellence insights andÂ? process examples gained from Digital Centered Marketing: Moving Your Marketing into the Digital will change your business for good. Come learn how leading marketers are thinking differently, taking fresh approaches and embracing non-traditional thinking by putting digital at the center of the marketing universe.

If you're interested in going beyond the discussion about social media and hearing about how digital is truly changing how businesses set strategy and go to market in this decade, you won't want to miss Digital Centered Marketing.

Follow along on the blog or join us at an event in Chicago, New York or Seattle!

(02/24/09 09:00 AM)

Small Business: Your Employees and Politics.

I was poking around on the National Federation of Independent Business (NFIB) website this morning doing some client research and found this helpful page on 'how to educate your employees about politics". Namely, how policies affect small business and thus how they affect your employees.

Great resource - check it out here:
Get Ready for Election 2008: Educate Others - NFIB

Factoid: Did you know that of the 45 million Americans with no health insurance, 51 percent are small-business owners, their employees or dependents. Wow...

[UPDATE] Better yet, check out the 'Protect Free Enterprise' site and the NFIB YouTube Channel!

(02/24/09 09:00 AM)

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New Event! What's Your Marketing Stimulus Plan?.

Attend this one-day workshop to refine and revitalize your marketing strategy to help you swim upstream during the recession and position your company for long-term success.

Register Now at Eventbrite

(12/17/08 09:00 PM)

New Event...New Blog - Digital Centered Marketing.

Digital Centered Marketing is all about:

The marketing world is becoming digitally-centered faster than most marketers ability to learn, adapt and apply the latest techniques. Conventional marketers and agencies trapped in standard marketing models are no longer producing the same results that they were even a few years ago. Forward-thinking marketers have begun to shift their thinking from the traditional environment to the digital centered multi-channel environment.

This Digital-Centered Marketing program will explore the changing landscape of marketing that is no longer about exposure but rather engagement in digital relationships through digital media founded on the intelligent use of digital data and CRM.

Real-world models, pockets of excellence insights andÂ? process examples gained from Digital Centered Marketing: Moving Your Marketing into the Digital will change your business for good. Come learn how leading marketers are thinking differently, taking fresh approaches and embracing non-traditional thinking by putting digital at the center of the marketing universe.

Follow along on the blog or join us at an event in Chicago, New York or Seattle!

(09/24/08 09:00 PM)

Small Business: Your Employees and Politics.

Great resource - check it out here:
Get Ready for Election 2008: Educate Others - NFIB

Factoid: Did you know that of the 45 million Americans with no health insurance, 51 percent are small-business owners, their employees or dependents. Wow...

[UPDATE] Better yet, check out the 'Protect Free Enterprise' site and the NFIB YouTube Channel!

(09/11/08 09:00 AM)

If only it had... some implicit personalization. There are two types of personalization: 1.) Explicit - a person sets some preference or takes some action to make the system more useful to them. 2.) Implicit - the "system" makes some inferences about the person using it based on usage / behavior. I was thinking about this last night when we got home and turned on the TV, there are probably only a handful of channels or even shows that my wife and... (07/02/08 09:00 AM)

TechnoMarketing on Marketing Matters Live! Today.

If you've got a free hour from 9-10 PST today, January 9th, we'll be discussing TechnoMarketing on the AMA Radio show Marketing Matters Live! on WSRadio.

David Kinard is your host and it promises to be a great show! We'll be discussing technology tools in marketing and what's next for marketers. Fun stuff!

The world of marketing as we know it is rapidly changing all around us. Engaging your customers through the newest media vehicles such as social media, customer communities, blogs, RSS, and podcasts requires a solid foundation steeped in customer understanding, marketing planning and technological prowess. The challenges marketers face today are often compounded by the sheer volume of new media channels and the depth of expertise required to execute well in each channel.

When you listen in, you will:

* Increase your knowledge of terminology surrounding the newest technology-centric marketing tools
* Acquire a better understanding of the most popular technology-driven marketing vehicles currently in use and on the horizon
* Begin to identify which technology-centric marketing vehicles will work for your customer base and pair those up with your existing marketing strategy

Who should listen in:

* Sales and Marketing Executives of any size organization
* Marketing directors responsible for digital or integrated marketing strategy
* Anyone involved in customer-facing internet initiatives with their company or clients
* Ad agency media directors looking for a competitive edge for clients

If you'd like 2 days worth of TechnoMarketing, check into the AMA training series: TechnoMarketing: Using the Tools and Technology of Tomorrow to Reach Your Customers Today

(04/04/08 09:00 PM)

Future of Online Retailing -- Four Predictions. Forrester and Jupiter report that more than 70% of online shoppers seek out user reviews before making a purchase decision. MarketingSherpa reports that 84% of consumers prefer the opinion of other consumers vs. experts. Hundreds of retailers including WalMart, Best Buy, HP, and the Home Depot have followed Amazon’s lead by allowing their consumers to review products in the online channel. Consumers demand social commerce solutions and retailers are driving measurable results. As consumers are presented with increasing choices, channels, and messages, they will continue to turn to peers to discover, research, and make decisions about products and services. Retailers will need to utilize technology and best practices to provide authentic, relevant, and effective social commerce solutions to retain their customers into the future. 1) SOCIAL CONTENT IS GOING MULTI-CHANNEL The future of reviews and social content is going beyond the product page and into other channels such as mobile phones, kiosks, print collateral, online advertising, and social networks. It is clear that consumers rely on social content to make purchasing decision. They will expect to be able to access to this content regardless of channel in order to inform their purchasing process. The retailers that provide this multi-channel access will develop competitive advantages in their markets to attract and retain consumers. Additionally, more retailers will see the value of integrating social commerce with CRM and other “back-end” channels. Retailers will start to leverage social content as a key input into driving decisions in marketing, sales, advertising, customer support, and... (12/09/07 09:01 PM)

Live Event: Ways to Grow Revenues through Alliances. Statistics show that 70% of all business alliances FAIL. Alliance, channel partner, and joint marketing agreements are not new. They just don't always work very well. Why? Not enough forethought into the goals and deliverables from each party participating. That's... (11/05/07 09:01 PM)

Why, How and Who of Web 2.0. A couple weeks ago I moderated a panel and roundtable for Austin Venture portfolio companies on Web 2.0. As many of the companies were not in the "Web 2.0" bullseye, the discussion focused on the what, why, how and who of Web 2.0. I'll skip the "What" question...here are the some of the other notes: Why? * Analysts read blogs. Reporters read blogs * Empowers customers * Blogs are turning into a trusted media outlet * 78% of online customers trust brands more that have reviews on their site * Marketing (PR) is being Master of Reality (Edelman) * From conversation about your brand, to your brand’s values (ex: Saturn’s findyourdetour.com site) * From monologue to dialogue (how web 2.0 changes marketing’s voice) * Demonstrates your brand’s authenticity * Longer life vs printed articles * Get insight into audience and build relationship * 90 / 9 / 1 rule: 90% read, 9% participate, 1% narcissism (+1% paid participation) * Viral growth via networking and connectivity * Your brand = your Google content * 25% of Google search results is user generated content * C to C marketing (customer to customer) is much more effective * Word of mouth marketing works online because the content is archived while word of mouth marketing offline can be quickly forgotten How? * Keep messaging consistent through channels * Treat online media same as traditional media, but use a different pitch to target each media * Video metadata, and taking advantage of Google’s universal search... (10/30/07 09:00 AM)

The truly desirable electric car. I first read about the car a year ago, in Wired. A fast, battery-powered, sports car, that looked like a sports car. (check out a video from Sundance Channel - click view more, then Drive 4) Let's face it, most of us buy cars (and almost everything else) for truly emotional reasons. There probably isn't a guy alive who wouldn't love to drive one of these - including yours truly. As cool as this, the... (08/10/07 09:01 AM)

Microsoft Plays With P2P TV. Video: LiveStation Demo Microsoft Research (MSFT) and a UK-based company called Skinkers are developing peer-to-peer software called LiveStation for streaming live television over PCs. Think of it as a Slingbox Without the Box. (See demo video above). Except that TV stations would have to sign up to stream their broadcasts over the service. Using P2P networks is the most bandwidth efficient (and least costly) way to deliver video over the Internet. Joost, Babelgum, and Veoh also all use P2P distribution techniques in one form or another. But they all deliver videos that are already stored somewhere (their servers or the computers of their members), as opposed to live streams. I'm not sure how difficult it would be for any of these services to offer live streams as well. It doesn't seem like that big a deal. Joost, for instance, is working on (or already has) the ability to synchronize the streaming of a particular show so that you and all of your friends can watch it at the same time while chatting over Joost. Making that a live stream should be easy enough. The bigger question is: On the Internet, does live TV even matter any more? The TV schedule is a product of the historical limitations of broadcast television, where you have to broadcast the same shows to everyone at the same time. But those limitations are falling away. Even in cable and satellite TV, the growth of pay-per-view and on-demand channels proves that if you give consumers more... (07/06/07 09:01 AM)

Internal blogs not always blogs as we know them. My point exactly: BusinessWeek writes that corporate blogging is an internal rather than external communications channel. And not only that -- the "bloggers" don't even know they're blogging.

It may not seem like they're blogging. They're simply using software to send information. Sometimes they do it from remote Internet cafés. In time, they'll be able to file from cell phones. But each mailing, technically, is a blog post. And the program will expand to a host of Cannondale staffers and affiliates. "We're transferring our corporate content management system to blogs," Maurice says.

I believe this is a glimpse of the future. It's not necessarily the future many early bloggers long for. Blogging have until now been a very conscious act. We are deliberately (trying to be) open, we speak in a personal voice with an informal style because we see that as part of the format's great benefits. And because we want to, of course.

But if someone is just publishing, there is nothing to suggest that their style would be any different from whatever content people have produced for intranets for years. Content that is all but personal, informal, open-minded.

My conclusion? None, yet. But if the conversation and the informality is disconnected from the blog tool as such it might actually be a good thing. The important aspect is after all that we -- organisations in general -- become more humanised and that needs to go beyond a few active bloggers. We should speak with a human voice everywhere. (04/06/07 09:01 AM)

3 Emotions to Drive Execs to Action. Yesterday I was on a panel for a Forrester bootcamp on Social Media. One of the common questions was how to convince senior management to agree to and resource these new emerging channels and marketing strategies. What moves consumers to action? Emotion. It’s not much different than with executives and managers…you just use data to create those emotions! In my experience, there are three emotions I’ve seen drive executive action: Fear – show the competition is having success with a strategy that you are not. I’m putting this first because fear is the biggest motivator in the human psyche. And the first reaction for executives when they see a competitor doing something successful is to react. I’m not suggesting this is always right, but it’s reality. It’s a call to action event. If a competitor is launching an emerging channel strategy, your executives have to decide to do something or nothing. Use this time to drive a recommended strategy. Excitement – show and prove the revenue impact from such a strategy. Changne resistance is typically due to prioritization and predictability. Corporations, and management in them, have a need to drive predictable growth and mitigate risk. Priorities are driven based on familiarity of strategies that drive confident results. Something that can be proved to drive better results and meet or beat forecast excites executives. Pride – most forward-thinking executives want to be first to market, forward thinking, innovative and cutting edge. Some want this because it is right for the company,... (03/22/07 09:01 AM)

Whale Season. The web hates channel conflict. Actually, it's consumers who hate it. Channel conflict is what happens when a producer doesn't want to favor one retailer over another, or gets stuck because the terms at the effective retail channel conflict with... (12/12/06 08:47 AM)

Tuesdays Contract Management News and Comment (29th August 2006). Bartech Workforce Management Selected by Delphi Corp. to Manage North American Contract Staffing Services (The Auto Channel) DETROIT, Aug. 28, 2006 -- Bartech Workforce Management (BWM), a division of The Bartech Group, today announced a Master Vendor Provider (MVP) contract with Troy, Mich.-based Delphi Corp. The agreement names Bartech as the ... (08/29/06 09:03 AM)

Tuesdays Contract Management News and Comment (15th August 2006). PBS&J gets FEMA contract (BizJournals) The Department of Homeland Security's Federal Emergency Management Agency has awarded a contract that could be worth up to $250 million to PBS&J and an alliance of subcontractors. Enova Awarded Contract to Integrate Service Vans with Hybrid Power Drive Systems for Major Fleet Operator (The Auto Channel) TORRANCE, ... (08/15/06 09:03 AM)

Sundays Contract Management News and Comment (6th August 2006). Rotoblock Signs $5 Million Development Contract With Brazilian Automaker; OBVIO ! of Rio de Janeiro Signs Development (The Auto Channel) RIO DE JANEIRO, Brazil--Aug. 1, 2006--Automotive technology firm Rotoblock Corporation (OTCBB:ROTB) has signed a development and license agreement with Brazilian automotive company OBVIO ! for the development and incorporation of ... (08/06/06 09:02 AM)

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