From the monthly archives:

October 2008

Promoting social media in plain English

10.29.2008

A novel and complex product or service poses a challenge for marketers: how to communicate its features and especially benefits to target audiences in a way that helps create brand communities. Many of us have a tendency to cram too much information into our presentations, pitches, elevator speeches, articles, or demos. So much work went [...]

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Where’s the rain?

10.28.2008

Forty inches of rainfall Portland, Oregon gets every year creates an expectation: October means the rains start and it’s okay because rain gives the city the green(ery) we love. We are used to having only two seasons in Portland: summer and rain. Except it’s been sunny almost all month.
Failure to deliver on their promise can [...]

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Less is more

10.27.2008

Last Saturday was the second time in National Hockey League history to see all thirty teams engaged in action. At the first glance, a feast for fans. More likely, in scheduling the maximum possible number of games on a single day the League ignored a basic principle of ice hockey: Less is more.
A common point [...]

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This week’s most helpful posts, 43/08

10.26.2008

Will B2B marketing become obsolete? Part I, The Forrester Blog for Interactive Marketing Professionals
Will B2B marketing become obsolete? Part II, The Forrester Blog for Interactive Marketing Professionals

Report: Social web usage tipped in 2008, ReadWriteWeb

McKinsey’s five steps to green marketing, La Marguerite

Study: Influencers are alive and well on social media sites, ReadWriteWeb

Thinking green in a blue [...]

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Sustainability in Business: Naturopathic physician

10.24.2008

Sustainability in Business series features entrepreneurs based in Portland, Oregon, who practice sustainable marketing and promote sustainability in business practices.
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Igor Schwartzman, a naturopathic physician, co-owns the health care clinic Whole Family Wellness Center with his wife Kendra Ward, an acupuncturist. He spoke about sustainability at the recent meetup of the Socially Responsible Business Group.
“For [...]

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We are connected

10.23.2008

The Washington Post reports that the quick adoption and widespread use of the Internet and cell phones has actually brought American families closer together. Rather than flinging them apart, as skeptics have feared, the new forms of communications have helped people keep up with one another through their busy lives. Sixty percent of families reported [...]

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People-centric market segmentation

10.20.2008

The process of niche development culminates with segmentation and understanding of target audiences. Market segmentation can take two basic forms:

Top-down (outside-in, centripetal) segmentation entails dividing up the total population into segments based on select variables (geographic and demographic first, then psychographic and behavioral).
Bottom-up (inside-out, centrifugal) segmentation takes the individual as the starting point and groups [...]

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This week’s most helpful posts, 42/08

10.19.2008

Hey businesses! The majority of social media users want your attention, ReadWriteWeb

What does this remind you of?, Seth Godin’s Blog

Every company is a cause, Brains on Fire

Dissecting market segmentation, Branding Strategy Insider

How to ensure you’ve claimed your brand on social networks, Personal Branding Blog

The new conspicuous consumer, MarketingProfs Daily Fix

The rapid growth (and destruction) and [...]

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Creating Sense of Community: Emotional safety

10.18.2008

Community membership criteria, which define boundaries of a community, “provide the structure and security that protect group intimacy”. Secure community boundaries create emotional safety of members within a community. Emotional safety allows community members to feel they have a place in the community and that they belong. It is the sense of being a part [...]

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