Business Management

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“Ugly works” in direct mail design, writes my colleague Denny Hatch in his latest column in Target Marketing (7/08, p. 50). His premise: direct mail should be intentionally designed to look ugly and junky, because it will increase response.
We're looking to create an incentive plan for all rank-and-file employees who bring in leads that help us land new business. (That's already part of our sales force's job, so they would be excluded.) What kind of incentives work best? I'm assuming cash is popular—so how much? How should we track our incentive program?—Bill M., Las Vegas
When I began my corporate career in the late 70s, corporations spent huge amounts of time and money perfecting their “mission statements,” which they proudly posted on placards in the lobby. Multi-channel marketing guru Don Libey thinks most mission statements are for the most part banal and of limited value.

Does Sex Sell?

by on October 27, 2009 2:30pm
in Business Management

New media gurus these days rave about getting tens of thousands — or millions — of page views on MySpace and YouTube. But any idiot can put up a video that gets a ton of traffic. The easiest way: just use sex.

My colleague Denny Hatch is one of the most respected of the “old school” direct marketing copywriters and publishers operating today. He says the reason so many Internet marketers get it wrong is that they fail to apply DM selling techniques online.
It has been observed many times that blogging, Web 2.0, and social media are effective because today’s consumers are more intersted in the opinions and recommendations of their peers than those of professional reviewers, critics, and experts. Certainly the success of the reader reviews on Amazon.com is a great example of this. But the dominance of Citizen Journalism over professional journalists is not universal.

Where Starbucks Fails

by on October 15, 2009 2:30pm
in Business Management

Starbucks mission statement, according to their Web site, is to “develop enthusiastically satisfied customers all of the time.” If that’s so, can anyone answer me why none of the Starbucks in my area can give me a slice of lemon with my iced tea?
JJ, a marketing consultant who is an advocate of social media, confided in me that to get significant results takes 10 to 15 hours of participation a week — EVERY week. For most of us, that’s time we don’t have to spare. So I’m wondering: do you think a company or solopreneur can PAY someone to handle all of their social networking for them?
Last night I saw a Burger King TV commercial in which two guys dressed in hamburger costumes go to Wendy’s to order hamburgers, only to conclude that Wendy’s doesn’t offer burgers as good as BK.
Normally, by the time you read about a new idea in marketing, it’s too late for you to stand out as an early adopter, because the early adopters are all already using it. But online video is a growing trend, and it’s NOT too late for you to boost your online conversions, sales, and traffic with it!
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