branding

B2B Marketing Trends that will Rule 2018

Would 2018 be the year of innovative marketing? Well, just saying yes would be an understatement. This year also expected to be a promising year of better engagements with the audience and increased lead generation. But the critics have their worry hats on, wondering whether 2018 will also, be a year of fast-changing trends that will leave the marketers in a dizzy black hole writes Neel Sinha.

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Tell me brands don’t matter.

While you may not care about Walmart or how it does business, there is something to be gained from watching them learn marketing and merchandising lessons – especially when they learn the hard way. Think about it. Walmart is huge. Regardless of how you feel about the company, they represent a giant consumer laboratory – when Walmart makes a move, the cause and effect can be clearly seen in statistically significant numbers. Case in point: Over the last year or so Walmart has been reducing the number of “branded” projects they carry (little names like Kraft, General Mills and Heinz) and increasing placement of in-house brand “Great Value” products.

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Do Your Customers Trust You?

I’m reading a very good book that hits the nail on the head when it comes to the sea change that is happening in marketing. “Trust Agents” is a NY Times Best Seller written by Chris Brogan and Julian Smith that lays it out clearly and if you plan on being in business five years from now you better pay attention. If you’ve been reading my stuff for any length of time, you already know that I advocate building credibility and trust as a core principle of marketing strategy. Brogan and Smith’s book not only agrees but it takes the concept to a more focused level (I’ve never been accused of being focused…). What I really like about this book is that it doesn’t just tell you WHY it shows you HOW to leverage social media and other digital tools to achieve the holy grail of marketing – trust. If[…]

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What Music taught me about Business. Part 2

Click here for Part One The Power of Publicity One of the most useful skills I acquired in the music business is how to work with editors and reporters. I learned that you cannot trick or fool these folks. They are smarter than you and me. They’ve heard it all before. I learned to bring them good stories that fit their mission and publications. When they called me I always made time to talk to them. We also made sure all of the appropriate reporters and editors were on our comp list and had a tab at the bar. I wanted them to have a great experience at my show and I delivered on this promise. The result was a series of mentions and features about the band and our recordings. Each time an article was published, we instantly saw a surge in the audience and more importantly, merchandise and[…]

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Value Perception – secret weapon of the world’s most successful companies

In the marketing industry, perhaps more than any other industry, buzz words have become as common as black, collar-less shirts and funny-looking, yellow-tinted glasses. This trend of overusing certain terms is unfortunate because it corrupts perfectly good words, turning them into meaningless jargon. Like the word “synergy” and the term “paradigm,” the concept of “value” has been misused and hammered into a meaningless pulp of broken promises and worthless schemes. The real trouble is that the concept of VALUE is the only thing that matters when it comes to winning in a competitive sales and marketing situation. Why do customers buy one product over another? The answer is simple. People choose one product or service over another because they perceive a higher level of value. It doesn’t matter whether the purchase is a bottle of cough syrup at the drug store or a multi-million-dollar industrial deal, the perception of value[…]

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