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Marketing Tactics

Engagement – The Key to Effective Marketing Communication

September 28, 2009

Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand. – Chinese Proverb Your marketing communication is much more likely to be effective if your target consumer finds the advertising relevant and engaging. For example, this pair of transit posters (The picture was taken with my iPhone in a BART Station last year [...]

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For Effective Relationship Marketing – Balance the Teeter Totter

June 22, 2009

Relationship marketing is more effective when you understand and balance the two perspectives that are always in play in commercial relationships. Marketers need to understand their best customers‘ needs, their interest cycle, and how and why they use their products and the competition’s products, to adjust relationship marketing activities to be their most effective. Have [...]

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For Innovation in the Real World – Find the Stepping Stones to Insight

June 18, 2009

Business innovation, in the real world, is often small and may appear insignificant at the time, but it’s no less important. Small innovations are easier to accomplish and are as likely to have a long-term impact as the ‘big idea.’ Early in my career, when I still lived in Canada, I was the Account Executive [...]