Posts tagged as:

sustainable-relationships

Sustainable Brands Boot Camp report: Designing communications that resonate

02.22.2010
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Effective marketing starts with people. Because understanding your customer is crucial for the success of your sustainable brand, John Marshall Roberts devoted most of his Sustainable Brands Boot Camp session* to psychology and the understanding of your audience’s worldview. To design effective communications you must understand how your audience makes sense of the world — [...]

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Email and your sustainable marketing mix, Part 2

02.18.2010
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Email predates the Internet. Decades of experience make it hard to say anything new or non-trivial about it and how to use it for marketing. But what about sustainability? Now that you know that email can be nicely integrated into your sustainable marketing mix, how do you actually do it?
As I outlined in my post [...]

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Email and your sustainable marketing mix, Part 1

02.16.2010
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A recent question on LinkedIn Answers – Direct Marketing asked: “E-mail marketing – redundant direct marketing tool?” All 11 respondents, including mine, answered largely in the negative.
The ascendancy of social media spells anything but death of email. On the contrary, email marketing can be effective as a direct marketing tool, though its emphasis has shifted, [...]

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Review: Crowds are us

02.05.2010
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How times change: In the 110 years between the work of Gustave Le Bon (1895) and James Surowiecki (2005), crowds went from embodying stupidity to being wise. Compare and contrast:

Le Bon: “In crowds it is stupidity and not mother-wit that is accumulated. [T]he crowd is always intellectually inferior to the isolated individual.”

Surowiecki: “[U]nder the right [...]

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Eyeballs vs. hearts-and-minds marketing

01.06.2010

When prompted to define sustainable marketing, I often use the contrast between eyeballs and hearts-and-minds marketing.
Eyeballs marketing: “My eyes!”
Eyeballs marketing aims to reach as many people with as many touches as possible on the company’s terms. Eyeballs marketing knows it takes a number of times to just get its message registered and remembered, not to [...]

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Management- vs. employee-driven community involvement

12.23.2009

Integrating cause marketing into your company’s strategic core makes for the right start toward building a triple bottom line business.
How do you decide what cause or causes to support? You have essentially two alternatives for this internal process: top-down or management-driven, and bottom-up or employee-driven. What are their pros and cons for you as [...]

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Design and build with lovability in mind

11.25.2009

My recent challenge to coin the one rule of sustainability yielded more than 100 responses. The Wordle of all the submissions revealed a slant among the definitions toward energy.
Sustainability, meet lovability
A few days later, I read this passage in Wayne Curtis’s article in The Atlantic:
Two years ago, at a conference on traditional building held at [...]

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How to communicate rate increases: Waterknot

11.14.2009

Once you clear the hurdle of setting the rate for your business-to-business services, the challenge you will surely encounter is raising your rates. Perhaps you’re shifting to serving a different market; or you haven’t changed your rates in a while and inflation has caught up with you; or you’ve learned a new skill. Whatever the [...]

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Effective and meaningful networking: Venture beyond your tribe

11.11.2009

If you’re a business to business company, you’re likely doing networking to market your business. You’re also likely encountering the challenge of measuring its cost against benefit. Whether it’s generating leads, cultivating existing relationships, conversation, or free food and beer that you seek, you know you can make business networking work better for you. How [...]

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