Posts Tagged ‘success’
Culture Creation
Our usual Friday morning workout instructor is on holiday for a month. The first sign that something has changed in his absence is a drop in the number of people who attend. The time slot is the same. The workout is identical. But fewer people are motivated to come. We’re not just getting up early…
Read MoreThe Extra Mile
In a challenging marketplace, it’s tempting to compete on value by aligning with what other businesses do. The companies that will win and keep customers in the future are the ones who do the things their competitors won’t do. It’s easier to keep step than it is to go the extra mile. That’s why it’s…
Read MoreThe Attraction Retention Conundrum
The line outside the new patisserie snaked around the block. It never seemed to get shorter. The word that they were giving away free muffins on opening day had travelled fast and the owner wasn’t sure she’d have enough for everyone. The launch promotion had worked that was for sure! Now she just had to…
Read MoreShow Your Story
In the early 1960s, a Brooklyn tax clerk, named Jean Nidetch discovered a powerful and underutilised marketing technique. When Jean, who had been overweight for years, lost thirty kilos her friends asked her how she’d done it. She began sharing her diet secrets with half a dozen friends in her apartment. Jean’s diet club soon…
Read MoreVisible Vs. Memorable
When my friend Mark opened his bakery, he was faced with a marketing dilemma. Should he blow his marketing budget on a single print advert that would cost him several thousand dollars or should he invest that money in something else? The promise of brand validation and the creation of mass awareness made the print…
Read MoreSell It Like You Made It
The days when you could go down to the Milofsky’s Hardware supplies, and come away with a couple of screws carefully wrapped in brown paper, which were perfect for the job, are long gone. The days when Mrs O’Hanlon didn’t mind taking this heavy glass jar, then that one, down from the shelves of her sweet…
Read MoreTransactions Vs. Experiences
The hotel was nothing to write home about. You couldn’t really fault it either. The facilities, which matched the hotel’s star rating were as described. The room was clean. The bed was comfortable. The staff were efficient and polite. But—you knew there was a ‘but’ coming. The place lacked a spirit of generosity. It had…
Read MoreMarketing Efficacy And Expectations
When ‘meal replacement’ shakes first came to market they seemed like the answer to a dieter’s prayers. Replacing one or two regular meals with a calorie counted milkshake meant ingesting fewer calories, resulting in rapid weight loss. Meal replacements worked for some people for a little while. Those first few pounds often ‘fell off’. But…
Read MoreBeing Seen And Heard
The numbers vary, but the trend is unmistakable. The average consumer is subjected to more marketing messages every day. In a world where it’s harder to get noticed marketers have responded by trying to be more visible. Being noticed is the goal of most marketing. The irony is five seconds in the spotlight doesn’t make…
Read MoreAnother Time
During a high-intensity workout, the trainer reminds the athlete to treat every set as if it were the last. To train as if this was the only sixty seconds, he would cycle that day. In that moment, with that mindset he increases his effort, his performance intensifies and that changes his results. We often presume…
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