Posts tagged as:

closed-loop marketing

The ink blot strategy: How a military concept can aid your sustainable marketing after all

10.13.2009

I’ve argued in the past for avoiding the use of military concepts and terminology in marketing: Drawing firepower and vocabulary from military strategy classics, traditional business and marketing center on the opposition of us versus them: marketers broadcast campaigns of carefully crafted messages to static target groups via a variety of touchpoints…. Sustainable marketing, that [...]

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What can guerrilla yardwork teach sustainable marketing?

08.20.2009

Every activity in your life requires a different role. Sometimes your roles cross paths, which is when lessons are learned and analogies born. On this blog, I’ve drawn sustainable marketing lessons using my roles as breakfast maker, weather observer, hockey player, politics student, flaneur, storyteller, traveler, sports watcher, and more. Now is the guerrilla yardworker’s [...]

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Be a Fast Food Atlantis

02.16.2009

On our trip to Croatia last summer, my wife Lindsay and I always went to Fast Food Atlantis for our morning coffee and night cap. We’d tried several cafes lining the Trogir-Okrug beach, only to be repeatedly let down by thumping Euro techno and exceptionally bad service. Then we found Fast Food Atlantis (ironically, the [...]

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Don’t be interesting, be valuable

02.12.2009

My high school English teacher Mr. Thiessen’s favorite word was “interesting”. He found everything interesting: our papers, stories, speeches, opinions, quips. He made us feel like the most interesting ESL class in the world. For the longest time I suspected he was faking it, as he’d award few As. When it dawned on me, I [...]

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Buy from your customers, build community

02.03.2009

This morning I got an email from Michael Ford, general manager of Sherwood Ice Arena, where I play rec league hockey with the Wild (Green) once a week. At the end of Arena updates and announcements, Michael  added this note: “The other reason I choose to write to all of you is to learn about [...]

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Closed-loop marketing and disappointed believers

01.12.2009

“A disappointed believer is the greatest cynic,” I heard someone say a while back. If you make a marketing mistake, great customer service, particularly admitting, addressing, and fixing problems, helps your customers feel appreciated enough to give you another chance or two. But the magnitude of the evangelist’s  expectations leaves little room for error. They [...]

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