Complex cross-media marketing campaigns require a well-organized symphony of coordination and scheduling. Formal project management techniques can greatly increase the timeliness, efficiency, and profitability of a direct marketing campaign. With so many moving parts, it makes sense to leverage traditional project management techniques to command control and guarantee speed-to-market. In nearly every aspect of our [...]
Archive for the ‘Marketing Strategy’ Category
Complex Campaigns Can Benefit From Project Management
Posted in Marketing Strategy, Marketing Technologies, tagged Campaign Management, Greg Dean, Gregory Dean, Life Cycle, Marketing Strategy, Marketography, Project Management on January 4, 2012 | 1 Comment »
Vitamin Enhanced Water Could Make a Bigger Splash
Posted in Marketing Strategy, tagged Bottled Water, clustered water, Coca-Cola, flavored water, gatorade, Glaceau, Gregory Dean, Marketing, Marketing Strategy, Marketography, Research, target marketing, Vitamin Water, VITAMINWATER on June 28, 2011 | Leave a Comment »
There is a global opportunity for companies producing vitamin enhanced water, but do the marketing executives see it? China is the second largest market for energy drinks in the world. According to research by Zenith International (2009), the United States and Canada combined to consume 37% of the overall volume of energy drinks in 2008 (Just-Drinks.com). [...]
Watch Your Language
Posted in Marketing Philosophy, Marketing Strategy, tagged advertising media, Communication, Consumer Behavior, Culture, Greg Dean, Gregory Dean, Language, Marketing, Marketing Communication, Marketing Strategy, Marketography on December 30, 2010 | Leave a Comment »
Successful marketing communication requires a strong understanding of the language of the intended audience. Never assume that a whimsical or clever catch-phrase or slogan will be understood by everyone. Language is an evolution of culture, and cultures are geographically bound. Therefore, language is a unique representation of culture in a specific time and location. Language is [...]
Understanding Consumer Attitudes
Posted in Marketing Strategy, tagged ABC Model of Attitudes, Attitudes, Consumer Behavior, Ego-Defensive Function, Functional Theory, Gregory Dean, Knowledge Function, Marketing Strategy, Multiattribute Model, Standard-Learning Hierarchy, Utilitarian Function, Value-Expressive Function on October 17, 2010 | 1 Comment »
Consumer attitudes are both an obstacle and an advantage to a marketer. Choosing to discount or ignore consumers’ attitudes of a particular product or service—while developing a marketing strategy—guarantees limited success of a campaign. In contrast, perceptive marketers leverage their understanding of attitudes to predict the behavior of consumers. These savvy marketers know exactly how [...]
iPod or Zune: Which side of the marketing fence are you on?
Posted in Marketing Strategy, tagged Apple iPod, Consumer Behavior, Gregory Dean, Marketing, Marketing Research, Marketing Strategy, Marketography, Microsoft Zune, MP3 Player, self-image congruence, utilitarian on September 19, 2010 | 1 Comment »
By the time that Microsoft zoomed in on their target audience, Apple had saturated the market.
De-commoditize and Return to Profitability
Posted in Marketing Strategy, tagged business, commoditize, commodity, de-commoditize, Greg Dean, Gregory Dean, Marketing, Marketing Strategy, profit, profitability on August 20, 2010 | 1 Comment »
The moment when the majority of companies within a given industry can provide the same products or produce the same services—it becomes a ‘commodity.’
An Ounce of Prevention Saves a Gallon of Gasoline
Posted in Marketing Strategy, tagged Automakers, Automobile Industry, Automobile Manufacturers, Dean, Greg Dean, Gregory Dean, Marketing Strategy, Marketography, Save Gasoline on July 13, 2010 | Leave a Comment »
The automobile industry is no longer behind the curve. Manufacturers are tuned into the pulse of the consumer. This is not the result of learning from their mistakes, or even proactively anticipating the financial burden of rising fuel costs. The automobile manufacturers realized that the consumers are demanding less dependency on fossil fuels. Moreover, automobile manufacturers have grown a conscience regarding the impact of internal combustion engines to our environment. And while an ounce of prevention can save a gallon of gasoline, an ounce of forward thinking can save a planet.
Pure Water Fuels Pure Marketing
Posted in Marketing Strategy, tagged Aquafina, Bottled Water, Branding, Coca-Cola, Dasani, Fiji Natural Artesian Water, Fiji Water, Gregory Dean, Marketing, Marketing Strategy, Nestle, Pepsi, Zephyrhills on June 28, 2010 | Leave a Comment »
ve brand development strategy compliments a pure marketing campaign promoting the purist of water—Fiji Natural Artisan Water
IHOP: An American Icon–not exempt from marketing research
Posted in Marketing Strategy, tagged Gregory Dean, IHOP, International House of Pancakes, Marketing, Marketing Research, Research on May 22, 2010 | 1 Comment »
Well-established companies sometimes forget the importance of understanding the demographic anatomy of their current customers. Without information harvested from marketing research, a company runs the risk of losing business to competition. This is especially true if the competitor uses marketing research to inspire direction and drive marketing decisions.
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