One of my favorite marketing resources is Rene Gnam’s book Direct Mail Workshop -published in 1989. Lest you dismiss me as marketing dinosaur, let me remind you that marketing is based on human nature, and human nature has not changed since 1989 (or going back much farther than that). This was driven home recently as […]
The customer case study: 100% inedible — but an incredibly effective marketing tool
Remember “The Incredible, Edible Egg” ad campaign that launched in 1976? One of the core themes of the campaign was (still is, in fact) the versatility of eggs. From breakfast, snacks and salads to beverages, custards and cakes, there’s hardly a food category where this humble oval hasn’t gone! Apologies for cracking open this analogy, […]
Customer case studies: Are you talking to the right people? Asking the right questions?
Imagine this: You have a “five-star customer” — someone who absolutely loves your company and can’t say enough good things about one of your products or services. This high level of devotion inspires you to ask the customer, “Would you mind sharing your experiences with us by participating in a case study?” Without hesitation, the […]
From campouts to corporate communications, everyone loves a good story
Among my fondest childhood memories are the camp outings our family did. Over the years, our campsite accommodations evolved — from canvas tent to popup camper to hard-sided trailer. However, one thing stayed the same: stories told by my Dad around the campfire. Some stories were silly and some were scary, but there was no […]