Archive for September, 2009
Not What it Seems
Yesterday in my mail I received a “pre-approved guaranteed” $5,000 from a finance company. It wasn’t the misleading offer that got my attention. It was the address on my mail.
Nearly 20 years ago I was married to someone with the suffix Jr. on his name and we had a joint credit card account. When the account was dissolved, the credit card company erroneously appended my name with Jr. The finance offer in yesterday’s mail was addressed to Carol Aubitz Jr. That erroneous suffix on my name is still entrenched in data banks after nearly 20 years. I have moved three times and am no longer married to the “ex Jr.” yet the suffix on his name continues to follow me.
That is the problem with information in data banks. The person isn’t always what he or she seems to be. Marketers use the information over and over, multiplying the error so many times it is impossible to extract it and permanently correct the records. While most of the data collected about us is entered and stored accurately, there are many ways that the data Read more »
Putting Out The Welcome Mat
For communities, regions and states, the revenue generated from tourism and travel, both leisure and business, can often be perceived as a marketing “catch 22.” It is a classic example of needing to spend money to make money.
To attract tourists a destination must have activities and amenities. While most of these are funded through private investors and entrepreneurs, municipalities must do their part to provide an infrastructure and environment that makes the traveler feel welcomed.
I first started working with destination marketing back in 1976 and continue to do so today. As a result, when I travel, I pay attention to how regions and destinations present themselves to visitors. With the economic vitality available through tourism, it is puzzling that so few Read more »
A Discount Recovery
In the last two weeks of August, a muse article called “The Discount Dilemma” was the third most popular topic read by thousands of people who visited the Muse page on our Web site.
Discounting continues to be a topic of interest, especially as we are about to enter the busy 4th quarter retail season. What will drive holiday shopping? How much discounting can you expect as a consumer and will you do as a marketer?
Since I am on vacation this week, I thought it would be beneficial to take another look at “The Discount Dilemma.” So once again, as you look at price-cutting as an answer to slumping sales, or a way to gain a competitive edge over others in your market, consider the ways discounting can Read more »
Radical Change
Mention General Electric (GE) and the name that comes to mind most often is Jack Welch. Rarely, if ever, will you think of Lawrence Bossidy. Bossidy was a contemporary of Welch, but never garnered the same degree of fame. It was Bossidy, however, who guided the growth and success of GE’s financial division, GE Credit Corp. As the COO he doubled the assets to $16 billion in one five-year period.
Bossidy operated on the premise of, “Show me a great company and I’ll show you one that has radically changed itself and is looking forward to the opportunity of doing so again.” He embraced adaptability.
Adaptability should be at the core of your marketing strategy for 2010.
To be a leading brand in your market or product category will require Read more »
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Archives
- September 2009
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