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Jacquelyn A. Ottman, Edwin R. Stafford, and Cathy L. Hartman.
How to Avoid Green Marketing Myopia In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales languished. Smartly, Philips reintroduced the product in 2000 under the name "Marathon," to emphasize the bulb's five-year life. A new design offered the look and versatility of incandescent bulbs. Marketing communications promised $20 in cost savings over the life of the bulb, and an Energy Star seal emblazoned on a redesigned package provided credibility. This new value proposition triggered sales growth of 12% in a flat market. Philips's experience provides a valuable lesson in how to avoid the common pitfall of "green marketing myopia." Get the full story.
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William Arruda and Kirsten Dixson
Ten Tips for Perpetual Career Management: Forget the Corporate Ladder The ladder is the most enduring metaphor for career advancement, yet it is no longer constructive to think of your career progression as climbing a ladder. In today's dynamic knowledge economy, this sporadic, effortful approach to career management isn't the most effective. Instead, you have to kick over the ladder and view your career climb as a ramp. Get the full story. |
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A Note to Readers
This Friday: DIY Market Research (Yes, Really!) There’s a saying familiar to market researchers: The most expensive market research is bad market research. What they mean, of course, is that if you make a costly decision because your market research is faulty, you’ve lost twice –- once when you paid for the market research and once when you lose money on a bad decision. The “bad market research” possibility is one we considered carefully before deciding on the topic for this week’s Small Business Marketing Seminar: Do-It-Yourself Market Research. Most small businesses recognize the need for market research, but don’t have the budget for professional outside help. Nonetheless, we worried that the DIY angle might spawn a lot of “bad research." But fear not. Michael Goodman knows his stuff. And this Friday, he'll explain it all. He'll talk about the potential pitfalls, as well as outfit entrepreneurs and small business marketers with some great tools without pushing them to the brink of “bad market research.” We think you’ll really get a lot out of this seminar if you’re looking for actionable insights into your customer base along with ways to grow your business with better customer intelligence. Join us this Friday at 3 p.m. Eastern. For details, check out the seminar page. See you there! Until next week, Ann Handley
Chief Content Officer
MarketingProfs
ann@marketingprofs.com PS: If you register as a Premium Plus member, you can attend not only this seminar as part of membership, but you'll also get this week's new template, Small Business How-To Guide: Market Research. Plus as a bonus, you can also attend the Thursday seminar, How to Tell Your Story to the Media.
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Gail Z. Martin
The 'Secret Recipe' for PR Success PR success isn't mysterious. It comes down to a mix of old-fashioned research, savvy trend-watching and good people skills. It is the age-old talent of telling a good story. That's really the essential difference between PR and advertising. Here's the "secret recipe" for telling your business story through public relations. Get the full story. |
Loren McDonald
How (and Why) to Centralize Your Email Marketing Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the offer. The third has great content and great design—but gets not-so-great results. Our third entrant—by all accounts the creative "winner"—in fact loses, because all three emails came from the same company and hit the inbox on the same day. There's a message here. Get the full story. Need to get a handle on the new tricks of the direct marketing trade with e-communication in the mix? Get this template now.
Direct Marketing How-To Guide
Try Premium membership and get instant access to Direct Marketing How-To Guide. Sign up today.
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Mark Shipley
Truth Is the New Lie In the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not anymore. Today, if you want consumers to pay attention, you had better be truthful. And if you want them to fondly remember your brand, you'd better be emotional. Get the full story. |
Michael Antman
Have We Lost the Ability to Write Comprehensible Copy? Everyone has heard the common complaint that America is becoming less literate, but the onus for this alleged circumstance is nearly always placed on the reader (or, rather, non-reader) instead of where it often belongs: the writer. Many professional writers seem to have lost the ability to write clear, comprehensible copy that instantly communicates its point. That's especially worrisome in advertising, which depends on quick communication for its effectiveness. Get the full story. |
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