Back in October of 2008, real estate company Coldwell Banker did something unheard of in their industry: they had a sale.  With research showing that many of their sellers were asking too much for their homes, the company asked sellers to reduce their asking prices for a “10-Day Sales Event.”  Those who did got preferential…

Too often, companies view their brand as a separate entity, but the reality for most businesses is that your people are your brand.  Obvious examples are Southwest Airlines or Zappos.com, but consider your own brand.  Your people either reinforce it or negate it every day.  Even with an infinite marketing budget, you cannot create a…

We tend to think that great salespeople succeed because they’re likable folks who speak well and persuasively.  But while those traits matter, the consensus seems to be that persistence marks the cream of the crop.  Great salespeople start with a great product or service, find people who would genuinely be better off with that product…

A lot of organizations – both businesses and not-for-profits – use events as a key element in their marketing / development strategy – and for good reason.  Good events give you face time with people who are interested in what you offer.  The downside is this: since most people are busier than ever, it’s easy…

The number of smartphone owners is growing dramatically.  And as more of these users read e-mail and access the internet via their new devices, marketers will need to re-think their e-mail strategies and websites.  How does the e-mail blast you just sent appear on a smartphone?  How does that same user see your website on…

Time and again, attaching positive emotions to a brand gives that brand traction.  Think of everyone from Jell-O (the old Bill Cosby spots) to Nike.  Now Schwinn is doing the same for its brand with a smart campaign that positions riding a Schwinn as the antidote to all the technological barriers standing between us and…

A big difference between companies whose websites get a lot of traffic and those that don’t?  It’s all about the love.  You have to love your website if you want it to love you back (with more sales, that is).  It starts with a website that is built around what customers are looking for rather…

In the spring of 2009, with sales limping along, Reebok unveiled the EasyTone, a $100 walking shoe that promised “a better butt with every step.”  Demand quickly outpaced supply, reversing a long sales decline for the brand (now owned by Adidas).  Here’s the takeaway – innovation that promises a specific benefit is really tough for…

While innovation grabs all the headlines (many of them well-deserved), it tends to distract companies from focusing on excelling at their core business.  A case in point is Domino’s.  While the pizza chain spent years mixing it up with competitors on the innovation side (new crusts, new menu items, new pricing, and on and on),…

Toys come and go as tastes change, but Legos seem perennially popular.  One reason may be marketing.   The Lego website currently includes a Father’s Day promotion that promotes the joys of bonding with your child while you build together with the colorful plastic bricks.  It includes kits to build with younger or older kids…