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Palmer Vacations Listens Closely to Deliver Trips Worth Talking About
Canton’s original travel company is still making dreams come true after 114 years; exceptional staff and service keep customers coming back for more. There's much more to being a successful travel planner than simply booking a few flights, hotel rooms and tours. Travel planning is a very customer-centric business.
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Please Pass the ... All-Purpose Sauce?
Quick! What's A. 1. ? (You answered, "Steak sauce. ")
Quick! Name a steak sauce. (You said, "A. 1. ")
Positioning marketing theory calls this "equivalence. " Steak sauce is A. 1. ; and A. 1. is steak sauce.
Company Focus: Know your ‘why’ to focus on ‘where’ and ‘how’
In last week’s column, we discussed the importance of finding your “why” — the reason your company does what it does beyond making money. It’s wrapped around a higher purpose. The why is considered immutable. The answer, we learned, comes from the customer’s perspective.
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Repositioning with Crisis Communication
Click here to play video. "Repositioning" in a Time of Competition, Crisis Communication, and Change
On April 29, nearly five hundred business and marketing executives gathered at the John S.
FedEx Brand Strategy: Packages and Positioning
FedEx brand strategy delivered results. Changes in industry, however, leave company searching for new winning tagline. FedEx founder Fred Smith wrote an economics paper while studying at Yale. The paper was about making an overnight delivery service more efficient by using the “hub and spokes” concept he conceived.
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Advantages to being first
One of the easiest ways to be remembered is to be first. Do you remember who was the first person to fly solo across the North Atlantic? Charles Lindbergh, of course. But who was the second? He was Bert Hinkler, considered a better aviator than Lindbergh.
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Consumers Positioned to Rule in 2017: Marketing to consumers is vital
From advertisers’ perspective, capitalizing on Facebook might seem easy, but sound marketing plan still necessary
2017 is designated as the year of the consumer. Marketing to consumers is more important than ever. Go back a few decades and manufacturers ruled the roost.
Brand Reinvention: Reinvent or die
What do you do when even a good coat of polish doesn’t make your shoes shine anymore?
It might be time to buy a new pair of shoes. Whether we are talking shoes or business, how we handle disruptive threats makes all the difference in the world.
Philly Dilly: Eagles Fly. Ads Flop.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention.
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Podcast promotion isn’t just entertainment, it’s marketing.
If you’re attentive to advertising’s current landscape, you may have already paired digital marketing media like social and paid search with traditional media like radio, print, and television. Yet if you think you’ve exhausted available marketing tactics, you’re only just beginning.
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