Archives - October, 2011

31 Oct 11

  • Apr 15th 2010, 09:37

    Former Malta brand manager appointed to Vodafone Europe marketing post

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    31 Oct 11

    Your business marketing strategy must move people through three key steps to convert them from prospect to customer status.

    The first step is your positioning strategy – getting attention. People need to know that your company exists and what it is that you do or offer before they can buy.

    The second phase is your marketing positioning. A prospect must get to know and trust you. They must understand the value of what you provide, before they will purchase anything from your company.

    The final phase is your sales strategy – selling, getting that important first-time sale and gaining repeat loyal sales.

    You cannot change or control the marketing and sales cycle. But, you certainly can influence your prospects to generate a steady steam of customers. Your products and services must solve a problem or satisfy a need. You need to give the buyer what they want.

    Your marketing is meant to work like a ladder into your business. First you must help prospects become aware that your business exists, then you motivate them to contact you, next you establish your credibility. Step by step, you move them closer to a sale.

    Awareness and a good image come from your brand positioning strategy and are what can set your company apart from all others.

    Consider –

    Positioning Strategy – Are you getting as much attention for our products and services as you’d like? Do you have a brilliant marketing message that succinctly explains the problem you solve and prompts prospects to contact you? Do you know how to motivate prospects to contact you? What percent of your target market is aware that your company exists?

    Market Positioning – Is your company positioned in prospects’ minds as the place to find reliable expertise? What is your strategy for helping prospects get to know and trust you? Do you help prospects clarify the value in their own terms of your products or services? Is your marketing copy successful in convincing prospects to buy?

    Your commitment to your marketing strategy planning makes a big difference. Well-organized programs don’t cost more, but the payoff can be far greater.

    When building your marketing strategy and communications strategy, you must pick your objective first, and then choose the appropriate technique to accomplish your goals.

    Does your business marketing strategy have the right marketing mix that works best for listening, talking, energizing, supporting and embracing your objectives?

    In addition, you must always include appropriate metrics and benchmarks to ensure that your marketing is accomplishing your business goals. Success measurements include broadened awareness, online buzz, time spent on your Website and increased sales.

    This article originally appeared on and has been republished with permission.

    Find out how to syndicate your content with Business 2 Community.

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    31 Oct 11

    NEWTON, Mass. TWICKENHAM, United Kingdom, Oct 31, 2011 (BUSINESS WIRE) —
    Conversational marketing technology provider Neolane
    today announced it was named a Visionary in the Gartner, Inc. 2011
    “Magic Quadrant for Integrated Marketing Management”(1).
    According to Neolane, with its new
    capabilities to help brand marketers dynamically generate real-time
    content and offers across all inbound and outbound marketing channels,
    it continues to provide an integrated solution and robust campaign
    management functionality that continues to raise mind share in
    business-to-consumer (B2C) campaign management and B2B lead management.

    Gartner defines Integrated Marketing Management (IMM), previously
    enterprise marketing management (EMM), as the marketing strategy,
    process automation and technologies required to integrate people,
    processes and technologies across the marketing ecosystem. According to
    the report, “Visionaries have a strong vision for applying technology
    and developing a platform to support a wide variety of integrated
    marketing roles, functions and processes, and tend to have a broad focus
    on marketing functionality. Although they may have core competencies in
    certain areas, they may lack depth in others. Visionaries are
    distinguished by their applications’ usability and flexibility, vision
    for MPM and industry-specific marketing capabilities. Visionaries are
    market thought leaders and innovators for creating a platform for the
    entire marketing department that have not yet gained broad market
    penetration and adoption as the primary marketing platform.”

    “Gartner defines visionaries as ‘market thought leaders and innovators,’
    so Neolane being placed into this quadrant is a great honor. We believe
    our continued innovation and focus on making the right investments has
    contributed to Neolane’s steady and focused growth,” said Stephane
    Dehoche, president and CEO, Neolane. “While recognized for our
    integrated workflow and technology, as well as strong user interface and
    customization, its Neolane’s ability to help brands more successfully
    engage with their customers that sets us apart. By providing a single
    platform to build and sustain one-to-one personalized lifetime dialogues
    across all marketing channels, Neolane is helping marketers navigate the
    sea change that is occurring today in the brand to customer

    According to Gartner, “With the renaming of EMM to IMM, we also renamed
    the Magic Quadrant and shifted its focus more toward integrated
    marketing processes. Although we continue to see a lot of tactical
    buying around areas such as social, campaign management, analytics and
    MRM, we are also seeing areas of focused integration among executional,
    operational and analytical processes.”

    Neolane recently announced first-of-its-kind capabilities to help brand
    marketers build profitable relationships with Facebook’s more than 800
    million users, by dynamically generating real-time personalized
    marketing offers and content on brand pages. This new feature is part of
    the next generation of Neolane
    Interaction, the company’s application for fusing inbound and
    outbound marketing campaigns and offers using one single business rules
    engine. One of five core applications in the Neolane Conversational
    Marketing platform, Neolane Interaction provides real-time
    personalized offer and content management, dynamically serving up the
    right offer to the right person at the right time.

    1 — Gartner, “Magic Quadrant for Integrated Marketing Management” by
    Adam Sarner and Kim Collins, October 26, 2011.

    About the Magic Quadrant

    Gartner does not endorse any vendor, product or service depicted in our
    research publications, and does not advise technology users to select
    only those vendors with the highest ratings. Gartner research
    publications consist of the opinions of Gartner’s research organization
    and should not be construed as statements of fact. Gartner disclaims all
    warranties, expressed or implied, with respect to this research,
    including any warranties of merchantability or fitness for a particular

    About Neolane

    Neolane provides the only conversational
    marketing technology that empowers organizations to build and
    sustain one-to-one lifetime dialogues, dramatically increasing revenue
    and marketing efficiency. Born digital, with best-in-class email and
    inbound-outbound channel fusion capabilities architected into a single
    code-based platform, marketers achieve results in record time. Neolane
    is easy to use for both power and casual users, but powerful enough to
    drive the most sophisticated marketing strategies. Future proof, Neolane
    has a track record of enabling its customers to adapt to new customer
    engagement challenges and exploit opportunities more quickly than their
    competition. Neolane is used by more than 300 of the world’s leading
    companies including Alcatel Lucent,, Orange, Sears
    Canada, Sephora Europe and Sony Music. Visit
    and read our blog The
    Cross-Channel Conversation.

    Copyright (C) 2011 Neolane. All Rights Reserved. All
    other brand names, product names, or trademarks belong to their
    respective holders.

    SOURCE: Neolane

            fama PR 
            Eleanor Crow, + 1 617-986-5018 
            Harris Communications (for Neolane UK) 
            Derek Harris, +44 (0) 1395 516613 

    Copyright Business Wire 2011


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    31 Oct 11

    Woolworths is expected to announce a complete overhaul of its marketing and advertising strategy, as it looks to take back the initiative from Coles, which has outpaced it in recent months. The group noted that it has begun a review of its supermarket creative advertising account, held by MCSaatchi since 2002.

    Woolworths is estimated to spend around A$170m annually on advertising, including A$102m on supermarkets, but its recent campaigns have not helped it catch up to Coles, which has raced ahead this year due to its price cuts. The group said the review does not include the Dick Smith or Masters company brands which are also held by MC Saatchi.

    Meanwhile, according to the Australian Financial Review, Woolworths is also in the final stages of securing a new market research supplier, potentially replacing The Leading Edge.

    Also later this week, CEO Grant O’Brien is expected to announce new initiatives to improve sales in the dried and packaged groceries segment. It is expected the initiatives will include tougher tactics with suppliers, improved logistics and supply chains, and lower shelf prices.

    NamNews – Monday 31st October 2011


    AUSTRALIA: Woolworths To Review Marketing Strategy, Revamp Packaged Food Sales

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    30 Oct 11

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    Business Monday:Tourism marketing strategy not cutting it


    By RuthMoisa Alleyne

    Though it cannot be denied that Barbados has every reason to boast of its tourism product, one veteran in the industry is of the opinion that the marketing strategy set out by the government still leaves a lot to be desired.

    In an interview with Business Monday, George Knight, Director of Marketing and Sales at Remac Tours Ltd, queried some of the costly strategies utilised by the Barbados Tourism Authority to get the word out about Barbados. He pointed that every year, the government brought in 30 to 40 travel agents from around the world, most of whom, according to him, were young and did not always have any real say in the companies which they represented.

    “So we are spending thousands upon thousands of dollars to host them so that they can then return to communicate (the message about our island) to their bosses. Knight suggested that greater focus should be placed on using our own people to advertise Barbados in overseas territories, people who could add value to the exercise by implementing the additional cultural flare of the country.

    “Why cant we take two (entertainment) bands out of Barbados, (even) a limbo group across Germany and other places in Europe? We spend money sending them to expose Barbados, but also we (allow these cultural ambassadors) to make money”, added Knight, who was the mastermind behind the significant airtime exposure Barbados received on the Berlin based radio station, Kiss 98.8 FM, just short of two years ago. He said that allowing our entertainers to bring exposure to the island has contributed to increases in inbound travellers coming out of Continental Europe – a market which today, has proved more robust that the United Kingdom.

    Mr. Knight also expressed his desire to see more Barbadian correspondents representing the country’s tourism and travel industries at the various industry related events held world-wide.

    Knight, who leaves shortly to represent Remac Tours at the World Tourism Market show to be held in London next month, remarked that while other countries had their own correspondents covering these events, Barbados in most cases did not provide their own coverage.

    “Use locals to promote the country. We cannot depend on others to do our job for us” he urged.

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    30 Oct 11

    Retechulous Says Real Estate Video Marketing Could Improve Listing Agreements by 73%

    Retechulous, LLC Uncovers Shocking Statistics That Could Have a Powerful Effect on Your Business

    Real Estate Video Marketing Could Improve Your Listings

    (EMAILWIRE.COM, October 30, 2011 ) Harrisburg, PA – Based on recent statistics released by the California Association of Realtors, sellers are 73% more likely to sign a listing agreement with an agent when that person uses video as a part of their real estate marketing strategy. Yet, notes that approximately only .8% of real estate professionals are actually implementing this on a regular basis.

    Josh Schoenly of Retechulous, LLC reports, “There is a recognizable trend in an agent’s success based on how often they choose to use video marketing for their online campaigns. Although this is one of the most favored aspects to drawing in quality traffic and building an online business, it seems to be a stumbling block for many aspiring online marketers.”

    In another recent article regarding real estate marketing trends by Schoenly, video was one of the top 3 areas that real estate professionals will need to focus on throughout 2012 and on, as this strategy continues to become more favored by human readers and the search engines. Therefore, people will need to learn to adapt accordingly to fully take advantage.

    “There are several reasons we find that agents and brokers tend to drag their feet on launching a video campaign. One of the biggest issues is fear. A high percentage of people are not comfortable with shooting a live real estate marketing video of themselves in order to promote their services and listings. Although this is one of the most effective ways to build rapport with buyers and sellers, another powerful strategy that people in this category can revert to is screen cast videos or slideshows. There are many free real estate marketing tools available out there such as to help with this process,” remarks Schoenly.

    However, where is the best place for beginners to even start? In order to help folks get up and running, Schoenly has produced a short training video on key strategies that you can take advantage of right away in order to quickly become a part of this elite subset of Realtors at: Real Estate Marketing 411.

    About Retechulous, LLC:

    Retechulous, LLC is focused on training agents, brokers, and other real estate professionals throughout the U.S. and Canada on how to effectively market their businesses online for maximum profits. The company is managed from two “secret headquarters” deep within undisclosed locations of Central PA. For more information visit



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    30 Oct 11

    Readers who “bundle” these two books will find a useful synergy between the strategic-level discussion of Strategy from the Outside In and the nuts-and-bolts accountability of Data-Driven Marketing.

    Chicago, IL (PRWEB) October 30, 2011

    The American Marketing Association Foundation (AMAF) announces Strategy from the Outside In: Profiting from Customer Value (McGraw-Hill) and Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know (Wiley) as the co-winners of the 2011 Berry-AMA Book Prize for the best book in marketing.

    Strategy from the Outside In, by George S. Day and Christine Moorman examines influential strategy ideas (shareholder value, core competence, and six sigma) that have lured companies into a dangerous internal focus, viewing the world from the inside out. As a result, companies lose sight of the market which leads to poor results over the long run. Inside-out thinking distracts companies from the core purpose of a business: to create and serve customers. Fulfilling that purpose can be done only by approaching strategy from the outside in. In this refreshing look at creating enduring business value, Day and Moorman challenge companies to shift their perspective. They demonstrate that companies that adopt—and fight to keep—an outside-in view focused on customer value have grown revenue, profit, and shareholder value through both boom-and-bust business cycles.

    Day is the Geoffrey T. Boisi Professor and codirector of the Mack Center for Technological Innovation at The Wharton School, University of Pennsylvania. Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey at the Fuqua School of Business, Duke University.

    Data Driven Marketing, by Mark Jeffery, combines cutting edge research, detailed case examples, and an engaging pragmatic writing style to show a clear pathway to convert marketing strategy into successful execution.

    In this book marketers discover why more than 80 percent of companies don’t make data-driven marketing decisions (and suffer for it), the 15 key metrics every marketer should know, how to overcome the five obstacles to data-driven marketing, in-depth examples of how to apply data-driven principles in small and large organizations, and how to use the 15 metrics to dramatically improve the performance of any marketing campaign and measure the Return on Marketing Investment (ROMI).

    Jeffery is the Research Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management, Northwestern University and the Managing Partner of Agile Insights LLC, a marketing and technology consultancy,

    The following two books were named as finalists for the Berry-AMA Book Prize: Persuasive Advertising: Evidence-based Principles by J. Scott Armstrong (Palgrave Macmillan), and The Right Sensory Mix: Targeting Consumer Product Development Scientifically by Diana Derval (Springer).        

    The selection of the Berry-AMA Book Prize winner and finalists included a four member team of marketing experts led by Richard Lutz, jcpenney Professor of Marketing (University of Florida). The judging panel also included Erik Gordon (University of Michigan), Gordon Wyner (Millward Brown Inc.), and Valarie Zeithaml (University of North Carolina).

    According to Lutz, this is the first time there are Berry-AMA Book Prize co-winners. The two winning books, Strategy from the Outside In and Data-Driven Marketing, while quite different in their level and approach, are remarkably complementary in what they offer the reader. In Strategy from the Outside In, Professors Day and Moorman make a cogent and compelling case for the value of a marketing perspective in the boardroom: “Outside-in” thinking is the hallmark of any truly customer-centric organization. In Data-Driven Marketing, Professor Jeffery does a masterful job of showing how to use key marketing metrics to actually implement strategic thinking; his integration of concepts, spreadsheets, and business cases yields a highly effective presentation. Readers who “bundle” these two books will find a useful synergy between the strategic-level discussion of Strategy from the Outside In and the nuts-and-bolts accountability of Data-Driven Marketing. The committee highly recommends reading these two excellent books in conjunction with one another.

    The annual Berry-AMA Book Prize recognizes books whose innovative ideas have had significant impact on marketing and related fields. The prize is one of the AMAF’s programs designed to acknowledge academic and practitioner marketing excellence and is named in honor of Leonard L. Berry, a distinguished professor of marketing at Texas AM University, and his wife Nancy F. Berry. Exceptional marketing books that have set the standard for excellence and that were published within the previous three years (2008, 2009 or 2010) were eligible for consideration to receive the 2011 Berry-AMA Book Prize. For additional information about the Berry-AMA Book Prize, please visit

    About the American Marketing Association Foundation

    The AMAF champions the marketing profession by encouraging excellence and investing in marketing that benefits society.

    For those who have benefited from a career in marketing, the AMAF is an avenue to give back to the profession in meaningful ways, including diversity initiatives, scholarships to nurture future leaders, and programs aimed at spreading knowledge within the growing nonprofit marketing arena.

    For additional information please visit

    About the American Marketing Association

    The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Our principal roles are:

    Connecting: The AMA serves as a conduit to foster knowledge sharing.

    Informing: Providing resources, education, career and professional development opportunities.

    Advancing: Promoting/ supporting marketing practice and thought leadership.

    Through relevant information, comprehensive education and targeted networking, the AMA assists marketers in deepening their marketing expertise, elevating their careers and ultimately, achieving better results.

    For more information on the American Marketing Association please visit



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    30 Oct 11

    Converge Consulting’s live chat series will be hosted by Deb Maue on November 4, 2011. Deb leads the university’s Marketing Strategy group, which is responsible for the university’s integrated- and brand-marketing initiative. She will lead a conversation focused on brand management.

    Cedar Rapids, Iowa (PRWEB) October 30, 2011

    Converge Consulting ( is proud that Deb Maue will be hosting the live chat series, #FAC Friday After Class, on November 4, 2011 at 2:00 EST. She will be leading a conversation focused on brand management.

    The live chat series features higher education industry experts who engage audience members in discussions of tips, resources, and strategies related to smart marketing in higher education. Topics include web content strategy, social media strategy, web analytics strategy, etc. Participants can sign-up for reminders as well as watch the live sessions on the Converge web site at

    Deb Maue joined DePaul University in 2005. In her role as Associate Vice President, she leads the university’s Marketing Strategy group, which is responsible for the university’s integrated and brand marketing initiative. Working in a strategic and consultative manner directly with administrators, colleges, and departments, Marketing Strategy ensures that all DePaul divisions leverage the university’s brand identity, utilize research to drive fact-based decision-making, and integrate key marketing messages across the university-to drive DePaul’s position and prominence. In this role, she is also responsible for leading the university’s marketing innovation, specifically, identifying how new and emerging tools and techniques can be best leveraged by DePaul.

    Audience members can participate in #FAC Friday After Class either through the comment feature on, or by using the Twitter hashtag #FAC during the event. Each session will last for approximately 30 minutes.

    About Converge Consulting

    Converge Consulting is the measurable multi-channel communications firm for higher education institutions that want to gain a deeper understanding of their target audiences and make data-driven decisions to impact ROI positively. Converge focuses on research, planning, assessment, and measurement to improve higher education marketing initiatives. For more information, visit and/or contact Ann Oleson by at 319-804-5580 or ann(at)convergeconsulting(dot)org.


    For the original version on PRWeb visit:

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    29 Oct 11

    Tampa, FL, October 29, 2011 –(– Bill Horne, CEO of Laser Spine Institute (, the leader in endoscopic spine surgery, has announced that Julie Wlodychak, marketing coordinator at Laser Spine Institute, has been named a finalist for the Tampa Bay Business Journal’s 2011 Up and Comers award in the under 30 category. With 48 honorees total, the Up Comers award identifies Tampa Bay’s young career innovators and leaders across industries, including healthcare professionals, educators, sales representatives, entrepreneurs and business executives. Wlodychak supports the overall marketing direction of Laser Spine Institute and is responsible for coordinating both online and offline advertising, managing production of the marketing strategy, executing direct response campaigns, managing public relations campaigns, developing email marketing strategies and overseeing all social media platforms on behalf of the organization. A reception honoring the 2011 Up Comers will be held on Wednesday, Nov. 10 at the T. Pepin Hospitality Centre located at 4121 N. 50th St.

    “We are proud to have someone as innovative and forward-thinking as Julie serving as a key component of our organization,” said Horne. “Her industry insight and marketing abilities have always been impressive, and we look forward to the future growth from which Laser Spine Institute will benefit because of Julie’s expertise.”

    New Media Content:
    Laser Spine Institute blog

    Laser Spine Institute on Twitter

    Laser Spine Institute on Facebook

    Laser Spine Institute on YouTube

    Laser Spine Institute Seminar Information

    – Wlodychak earned a Bachelor of Arts degree in journalism and mass communication from Arizona State University in Tempe, Ariz.

    – Actively involved in the local community, Wlodychak serves as the marketing chair for Business Buddies Tampa, and is a member of the Tampa Bay chapter of the American Marketing Association.

    – For more information on the 2011 Up Comers honorees, visit

    About Laser Spine Institute:
    Laser Spine Institute offers a safe and effective alternative to open back and neck surgery, by using the latest techniques in minimally invasive procedures, alleviating the painful symptoms of sufferers from around the world. The leader in endoscopic spine surgery, Laser Spine Institute treats a variety of spinal conditions, including spinal stenosis, degenerative disc disease, pinched nerves, bone spurs, bulging/herniated discs and sciatica. Laser Spine Institute’s renowned medical team provides treatment at three accredited surgical centers in Tampa, Fla.; Scottsdale, Ariz. and Philadelphia and medical consultations at facilities in San Diego, The Villages, Fla. and Fort Lauderdale, Fla. Laser Spine Institute recently opened a new surgery center in Oklahoma City. For more information, visit

    Kate Catlin
    MMI Public Relations
    (919) 233-6600


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    29 Oct 11

    Eric Barker


    An important article from the October issue of the Journal of Consumer Research examines the effectiveness of a new confusion-based sales technique called “disrupt-then-reframe.”

    The researchers found that by presenting a confusing sales pitch to consumers and then restating the pitch in a more familiar way, they were able to increase sales of a candy bar in a supermarket, increase students’ willingness to pay to join a student interest group, and increase students’ acceptance of a tuition increase.

    Another interesting point regarding influence:

    “Most of the prior research that has been conducted on sales pitches has focused on alpha strategies, or strategies for increasing persuasion,” the researchers explain. “Our research suggests that more research should focus on omega strategies, or strategies for reducing resistance to persuasion.”

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    Related posts:

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    Can the strategic use of coffee make you more persuasive?


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