Most Active Articles 2009-11-25T13:53:16.389-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:strategic-marketing greg group ggroup037 urn:com:businessweek:bx:article:14930766192984807162-43d59f7eed2198da9160b41764af2a69 2009-11-23T10:33:54.402-05:00

Here are some tips on what leaders can do to promote openness, honesty, and ethical behavior as part of a strategic communication plan, according to Larry Johnson and Bob Phillips, coauthors of Absolute Honesty: Building a Corporate Culture That Values Straight Talk and Rewards Integrity.

Here are some tips on what leaders can do to promote openness, honesty, and ethical behavior as part of a strategic communication plan, according to Larry Johnson and Bob Phillips, coauthors of Absolute Honesty: Building a Corporate Culture That Values Straight Talk and Rewards Integrity. http://www.fuelnet.com/daily/strategic_communication/advance-open-communication/ Ken Beaulieu kbeaulieu381 0 0 0 0 urn:com:businessweek:bx:article:13923704361482161139-28773a1cbe51b4afa9509b9fdc6caa44 2009-11-20T21:57:42.450-05:00

What if there was a customer code that held the secret to increased marketing response and revenue? What if breaking the code gave you the strategy to transform passive, mediocre marketing into an interactive experience that makes customers eager to do business with you? The Code is YCDBSYA and you’ll learn how break it.

What if there was a customer code that held the secret to increased marketing response and revenue? What if breaking the code gave you the strategy to transform passive, mediocre marketing into an interactive experience that makes customers eager to do business with you? The Code is YCDBSYA and you’ll learn how break it. http://rightideas-brightideas.blogspot.com/2009/11/you-can-increase-marketing-revenue.html Andy Johnston ajohnston570 0 0 0 0 urn:com:businessweek:bx:article:985573200795993171-12585d7146945237e1f4cd993346a4c1 2009-11-16T14:59:39.291-05:00

http://knowledge.wharton.upenn.edu/article.cfm?articleid=2377 Chada Washington cwashington542 8 8 0 0 urn:com:businessweek:bx:article:5525946381451000793-4cb49372e4f6e7eeffbda7f5891878ad 2009-11-16T19:29:58.176-05:00

Who are your biggest, baddest competitors? How do you compete, by slugging it out head-to-head or by doing the unexpected? Here's how to be "unconventionally conventional" and use innovative strategies to redefine your competitive position. Know when to "duck" and when to lead.

Who are your biggest, baddest competitors? How do you compete, by slugging it out head-to-head or by doing the unexpected? Here's how to be "unconventionally conventional" and use innovative strategies to redefine your competitive position. Know when to "duck" and when to lead. http://rightideas-brightideas.blogspot.com/2009/11/ultimate-leadership-sales-marketing.html Andy Johnston ajohnston570 4 4 0 0 urn:com:businessweek:bx:article:17070847364472385166-d33c7c179e12509105b2d99b64ab35f7 2009-11-10T17:08:00.601-05:00

B2B marketers have long sought a solution for the seemingly intractable problem that is their relationship with Sales. Driving higher levels of customer loyalty and preference require a strong partnership between the functions, yet Marketing seems to take a back seat. It’s time for Marketing to identify the challenges to a more productive relationship and make the case for a seat at the table.

B2B marketers have long sought a solution for the seemingly intractable problem that is their relationship with Sales. Driving higher levels of customer loyalty and preference require a strong partnership between the functions, yet Marketing seems to take a back seat. It’s time for Marketing to identify the challenges to a more productive relationship and make the case for a seat at the table. http://mlcwideangle.exbdblogs.com/2009/11/10/sales-and-marketing-does-the-left-hand-know-the-right-hand-exists/ Marketing Leadership Council tkoopersmith354 7 7 0 0 urn:com:businessweek:bx:article:17740553292901631053-6446e7e18de40769df272bb315522a21 2009-11-09T13:21:38.670-05:00

As marketers get into the throes of planning season, they find that budgets may have increased from last year, but still struggle to focus on activities that tie back to strategic goals.

As marketers get into the throes of planning season, they find that budgets may have increased from last year, but still struggle to focus on activities that tie back to strategic goals. http://mlcwideangle.exbdblogs.com/2009/11/09/the-best-laid-plans/ Marketing Leadership Council tkoopersmith354 5 5 0 0 urn:com:businessweek:bx:article:7521868206296668288-2f1c533b6297d7c002a30e98d297336a 2009-10-28T12:47:53.663-04:00

Using data and observations gleaned from recent consulting projects and a extensive industry-watching, Franks compiled the following top 10 trends to help integrated marketers navigate the choppy waters she expects to see in 2010.

Using data and observations gleaned from recent consulting projects and a extensive industry-watching, Franks compiled the following top 10 trends to help integrated marketers navigate the choppy waters she expects to see in 2010. http://www.marketingcharts.com/television/top-10-integrated-marketing-trends-beware-of-hyperfocus-10876 Eric Tsai etsai275 13 12 0 1 urn:com:businessweek:bx:article:2492753482103789058-09e3500ca002aa6549b7c99c9bd2dce7 2009-11-04T10:21:53.833-05:00

As growing businesses make do with smaller teams until the economy turns around, people are stretched for time. That means meetings tied to strategic communications must be especially productive. Here are five signs that a meeting could be a time waster, according to Robert Hosking, executive director of OfficeTeam.

As growing businesses make do with smaller teams until the economy turns around, people are stretched for time. That means meetings tied to strategic communications must be especially productive. Here are five signs that a meeting could be a time waster, according to Robert Hosking, executive director of OfficeTeam. http://www.fuelnet.com/daily/strategic_communication/make-it-time-well-spent/ Ken Beaulieu kbeaulieu381 5 5 0 0 urn:com:businessweek:bx:article:310665700121209206-e661e41c8cd755e16025d7ac1196172a 2009-11-03T18:06:43.084-05:00

High-preference B2B companies are building greater loyalty by identifying sources of value that competitors can't replicate—and then ensuring that they bring these “Unique Benefits” to life across the customer experience.

High-preference B2B companies are building greater loyalty by identifying sources of value that competitors can't replicate—and then ensuring that they bring these “Unique Benefits” to life across the customer experience. http://mlcwideangle.exbdblogs.com/2009/11/03/deliver-unique-benefits-and-customers-will-follow/ Marketing Leadership Council tkoopersmith354 4 4 0 0 urn:com:businessweek:bx:article:16181311044086111848-2b94f275d3d17198f0a7634f6764523f 2009-11-02T14:19:08.413-05:00

From the Nov. 2009 Issue Once upon a time, there once lived an accountant who, by his very nature, preferred the solitude of crunching numbers and calculating tax returns to the boisterous roar of his firm’s social events, area networking functions,...

From the Nov. 2009 Issue Once upon a time, there once lived an accountant who, by his very nature, preferred the solitude of crunching numbers and calculating tax returns to the boisterous roar of his firm’s social events, area networking functions,... http://www.cpatechnologyadvisor.com/print/The-CPA-Technology-Advisor/Just-a-Tweet-Away--Social-Media-in-Accounting-Firms-/1$2609 Eric Tsai etsai275 4 4 0 0 urn:com:businessweek:bx:article:6018378891844726426-4bdaad46b6cbb03267ae6eb2ba9376e9 2009-11-02T16:59:16.502-05:00

Looking for liberation from your mass media chains? Assign specific roles to supporting mass touchpoints, so you scale a powerful social experience for your individual consumers.

Looking for liberation from your mass media chains? Assign specific roles to supporting mass touchpoints, so you scale a powerful social experience for your individual consumers. http://mlcwideangle.exbdblogs.com/2009/11/02/mass-media-welcome-to-your-new-supporting-role-try-not-to-be-jealous/ Marketing Leadership Council tkoopersmith354 3 3 0 0 urn:com:businessweek:bx:article:5578106585672226681-54900f50e26ef4d85c46794a73a1cce8 2009-11-04T17:37:14.853-05:00

The hard truth that a PR agency has to help clients understand is that journalists and host don't care about selling your book, your product, your story or your messages. What they do care about is serving their viewers, listeners and readers with information and entertainment that keep them tuned in and paying attention. The more eyes and ears that are focused on their shows and publications means more advertising dollars for those organizations. And that is the "bottom line" in those industries.

The hard truth that a PR agency has to help clients understand is that journalists and host don't care about selling your book, your product, your story or your messages. What they do care about is serving their viewers, listeners and readers with information and entertainment that keep them tuned in and paying attention. The more eyes and ears that are focused on their shows and publications means more advertising dollars for those organizations. And that is the "bottom line" in those industries. http://www.emsincorporated.com/be-a-dream-guest-on-talk-radio/ Marsha Friedman mfriedman294 1 1 0 0 urn:com:businessweek:bx:article:1906770932199605191-aaa8e293389821ccfd221717d298bf52 2009-10-26T18:25:28.854-04:00

Legal definitions, and ideas toward understanding rigid contracted services agreements. Business philosophies for applied use: Star Qualities, build enriched lives.

Legal definitions, and ideas toward understanding rigid contracted services agreements. Business philosophies for applied use: Star Qualities, build enriched lives. http://networkedblogs.com/p15748766 lisa stephens lstephens634 2 1 0 1 urn:com:businessweek:bx:article:9473397673194743427-ba5bbc0dff1c52d3e6aac42e7f5d9131 2009-10-26T11:01:43.324-04:00

Personal credibility is something many people have a hard time trying to define. But it’s pretty simple: it’s all about respect, trust, and being believable, so says Sandy Allgeier, author of The Personal Credibility Factor. What you do — and what you don’t do — affects how others see you. When trying to build your credibility, Allgeier asserts, there are certain things you should try to avoid: •Failing to do what you say you will. Failing to deliver on the promises or commitments you make is the best way to bust your credibility. We all may fail to follow through on things from time to time, but do it repeatedly and you’ll have a credibility problem. If you don’t think you can fulfill a promise, don’t make it. •Breaking appointments (or frequently rescheduling them). When you schedule an appointment, people expect you to keep the commitment. Life can be hectic and sometimes you have no choice but to reschedule, but that’s precisely why you must do everything in your power to keep your appointments. Canceling is annoying — doing it habitually shows a lack of respect. •Constantly showing up late. Plan ahead and arrive a little early — consistently. Not only is your credibility protected, your stress level is reduced by avoiding that last-minute rush. •Making decisions while keeping others in the dark. Say you’re the leader of a team project, and after gathering the team’s input you have reached a consensus on a key decision. Then you learn additional information and change your decision. As the leader you have that authority, but the team needs to understand your thought process. Otherwise, they won’t believe you really wanted their input in the first place. •Casting blame when you should be solving problems. For positive change to occur, you must discuss issues. Don’t go on the attack — make sure the conversation is productive and focuses on fixing the problem.

Personal credibility is something many people have a hard time trying to define. But it’s pretty simple: it’s all about respect, trust, and being believable, so says Sandy Allgeier, author of The Personal Credibility Factor. What you do — and what you don’t do — affects how others see you. When trying to build your credibility, Allgeier asserts, there are certain things you should try to avoid: •Failing to do what you say you will. Failing to deliver on the promises or commitments you make is the best way to bust your credibility. We all may fail to follow through on things from time to time, but do it repeatedly and you’ll have a credibility problem. If you don’t think you can fulfill a promise, don’t make it. •Breaking appointments (or frequently rescheduling them). When you schedule an appointment, people expect you to keep the commitment. Life can be hectic and sometimes you have no choice but to reschedule, but that’s precisely why you must do everything in your power to keep your appointments. Canceling is annoying — doing it habitually shows a lack of respect. •Constantly showing up late. Plan ahead and arrive a little early — consistently. Not only is your credibility protected, your stress level is reduced by avoiding that last-minute rush. •Making decisions while keeping others in the dark. Say you’re the leader of a team project, and after gathering the team’s input you have reached a consensus on a key decision. Then you learn additional information and change your decision. As the leader you have that authority, but the team needs to understand your thought process. Otherwise, they won’t believe you really wanted their input in the first place. •Casting blame when you should be solving problems. For positive change to occur, you must discuss issues. Don’t go on the attack — make sure the conversation is productive and focuses on fixing the problem. http://www.fuelnet.com/daily/strategic_communication/are-you-credible/ Ken Beaulieu kbeaulieu381 6 6 0 0 urn:com:businessweek:bx:article:16078968991532449372-cc58c317f75626c5d23be8c10a603721 2009-10-27T12:47:53.996-04:00

Because the social media Discovery phase feels so comfortable (low-cost, high-flexibility), many marketers seem to get “stuck” exploring the technologies – rather than pushing to understand how those technologies can drive value for their business. To move your organization from social media discovery to principled experimentation, you'll need a plan. Here's what we suggest.

Because the social media Discovery phase feels so comfortable (low-cost, high-flexibility), many marketers seem to get “stuck” exploring the technologies – rather than pushing to understand how those technologies can drive value for their business. To move your organization from social media discovery to principled experimentation, you'll need a plan. Here's what we suggest. http://mlcwideangle.exbdblogs.com/2009/10/27/social-media-the-dangers-of-discovery/ Marketing Leadership Council tkoopersmith354 2 2 0 0 urn:com:businessweek:bx:article:3100878776031067645-84c7d6b869a7b0d23e1d56ec5a5eb7e0 2009-10-27T12:45:21.047-04:00

The worst may be behind us, but that doesn’t mean 2010 marketing plans should assume stability in customer behavior or market conditions. If we learned any lesson from the Black Swan that was the financial crisis, we need to bake scenario planning into our processes fast.

The worst may be behind us, but that doesn’t mean 2010 marketing plans should assume stability in customer behavior or market conditions. If we learned any lesson from the Black Swan that was the financial crisis, we need to bake scenario planning into our processes fast. http://mlcwideangle.exbdblogs.com/2009/10/27/we%e2%80%99re-forgetting-about-black-swans-already/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:13644736664751876992-280deb3ffc8edac76388ce05754162bd 2009-10-21T22:42:19.424-04:00

When was the last time you made specific promises in your marketing? If you don’t you have no real differences – and people buy the differences. Put the power back into your unique value proposition. Here’s how to be bold, be specific and market attractive promises.

When was the last time you made specific promises in your marketing? If you don’t you have no real differences – and people buy the differences. Put the power back into your unique value proposition. Here’s how to be bold, be specific and market attractive promises. http://rightideas-brightideas.blogspot.com/2009/10/what-h-are-you-talking-about.html Andy Johnston ajohnston570 3 3 0 0 urn:com:businessweek:bx:article:9641990038736181365-cf8f316e280d217dc026a711d055134b 2009-10-07T13:49:53.366-04:00

16 Must-Try Marketing Techniques MicroBilt, in Princeton, N.J., helps small companies gauge the creditworthiness of their clients--a business about as scintillating as a glass of warm skim milk. To spice up its message, MicroBilt focused...

16 Must-Try Marketing Techniques MicroBilt, in Princeton, N.J., helps small companies gauge the creditworthiness of their clients--a business about as scintillating as a glass of warm skim milk. To spice up its message, MicroBilt focused... http://www.forbes.com/2009/09/28/small-business-marketing-entrepreneurs-sales-marketing-techniques.html Eric Tsai etsai275 6 4 0 2 urn:com:businessweek:bx:article:13047654694420499344-b173501e7a8645c06985cac71218b48a 2009-10-24T22:11:12.019-04:00

Results from the first 100 companies (Fortune 1000 or larger) to take our new Social Media Opportunity Diagnostic show organizations are significantly under-investing in listening. Largest Social Media Opportunity Gaps | Fortune 1000 Enterprises...

Results from the first 100 companies (Fortune 1000 or larger) to take our new Social Media Opportunity Diagnostic show organizations are significantly under-investing in listening. Largest Social Media Opportunity Gaps | Fortune 1000 Enterprises... http://mlcwideangle.exbdblogs.com/2009/10/12/the-social-media-mistake-you-don%e2%80%99t-know-you%e2%80%99re-making-part-i/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:11944112951394578433-42137fc7a8cb52cf61401efd36c01e66 2009-10-24T22:02:23.653-04:00

Regardless of your company’s level of investment – or interest – in social media, someone on your team should be monitoring your brand online. Depending on which you have more of – time or money – there’s a social media listening system that’s right...

Regardless of your company’s level of investment – or interest – in social media, someone on your team should be monitoring your brand online. Depending on which you have more of – time or money – there’s a social media listening system that’s right... http://mlcwideangle.exbdblogs.com/2009/10/20/be-a-better-listener-three-things-you-should-be-paying-attention-to-online/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:921044701677059974-3803a245dec7d3b5666e8a2930be67fe 2009-09-09T11:02:14.337-04:00

Business suck? Jump-start your marketing by taking a chainsaw to your current strategies. Switch your strategy before your competition does. Andy Johnston gives a radically difference approach that makes customers take notice and act. He’s knowledgeable, funny, different and right on target. Bookmark this blog!

Business suck? Jump-start your marketing by taking a chainsaw to your current strategies. Switch your strategy before your competition does. Andy Johnston gives a radically difference approach that makes customers take notice and act. He’s knowledgeable, funny, different and right on target. Bookmark this blog! http://rightideas-brightideas.blogspot.com/2009/09/chainsaw-marketing.html Andy Johnston ajohnston570 7 6 1 0 urn:com:businessweek:bx:article:2244148358344860885-ea9f17eb33784558400407daecf1ccc2 2009-10-06T08:58:03.476-04:00

When the economy recovers will you be caught with your business pants down? Here’s what you need do develop your own sales and marketing recovery strategy. Act now! By the time you read about it in USA Today it will be too late.

When the economy recovers will you be caught with your business pants down? Here’s what you need do develop your own sales and marketing recovery strategy. Act now! By the time you read about it in USA Today it will be too late. http://rightideas-brightideas.blogspot.com/2009/10/unleash-beast-your-market-recover.html Andy Johnston ajohnston570 2 2 0 0 urn:com:businessweek:bx:article:16237508668207923749-2f83551662244341588ac3c73f2410cb 2009-09-04T15:36:20.746-04:00

This summer a San Francisco cafe called the Marsh began advertising to passersby that Foursquare "mayors" of its establishment could get free drinks. Run for mayor: Could Foursquare's location-based social media game give a boost to local biz?

This summer a San Francisco cafe called the Marsh began advertising to passersby that Foursquare "mayors" of its establishment could get free drinks. Run for mayor: Could Foursquare's location-based social media game give a boost to local biz? http://edition.cnn.com/2009/TECH/09/02/foursquare.digitalbiz/ Eric Tsai etsai275 3 1 0 2 urn:com:businessweek:bx:article:17760122860345825546-79ccb7331e0bbeeb80dac3b028ce9b91 2009-09-30T08:30:08.482-04:00

Don’t kid yourself, how your marketing or your webpage looks matters. You can’t get away with ugly because it’s “interactive.” It you aren’t selling it may be the visual communication. This “Why To” approach leads to better response and results.

Don’t kid yourself, how your marketing or your webpage looks matters. You can’t get away with ugly because it’s “interactive.” It you aren’t selling it may be the visual communication. This “Why To” approach leads to better response and results. http://rightideas-brightideas.blogspot.com/2009/09/are-you-infected-by-make-it-pretty.html Andy Johnston ajohnston570 2 2 0 0 urn:com:businessweek:bx:article:15902845060553687119-cda37146bd0da9b53ad18ab938c7224b 2009-08-27T11:57:58.479-04:00

Deciding whether to adopt a customer-centric orientation is a significant decision for organizations, not to be made casually. It results in debates defining customer centricity, often with the question, "How customer-centric do we need to be?

Deciding whether to adopt a customer-centric orientation is a significant decision for organizations, not to be made casually. It results in debates defining customer centricity, often with the question, "How customer-centric do we need to be? http://adage.com/cmostrategy/article?article_id=138612 Rob Stoltz rstoltz310 8 7 0 1