http://www.en-ovationblog.com Intelligence, Articles, Events and Case Studies from en•ovation group Tue, 28 Jul 2009 14:56:52 +0000 http://backend.userland.com/rss092 en Source: Deliver Magazine (July 2009) (excerpted from Chaotics: The Business of Managing and Marketing in the Age of Turbulence) Author: Philip Kotler and John Caslione Eight ways to flourish despite widespread uncertainty and upheaval 1. Secure your market share from core customer segments. This is no time to get too greedy. Your first ... http://www.en-ovationblog.com/?p=77 Source: Appleton Paper Print comes to your door and takes you places. It becomes part of your landscape. A place where you can spend time gathering information and pondering purchases. With the explosion of products, media choices, and the dwindling attention span of today's consumer, your brand's ability to connect is more ... http://www.en-ovationblog.com/?p=76 Source: DOTS Newsletter (July 2009) Another reason not to reduce marketing and advertising efforts. Many years ago, a famous tennis player was in a camera ad with the tagline, "Perception is everything." He was right then, he is right now. With the current economic challenges, businesses are more likely to withdraw from ... http://www.en-ovationblog.com/?p=75 Source: Marketing News (07.30.09) Author: Don E. Schultz Advertising and marketing communication has historically been all about persuasion. In fact, one of the earliest definitions of advertising was "salesmanship in print," which simply meant persuading people to buy in a non-personal way. So for at least the past 100 years, the model ... http://www.en-ovationblog.com/?p=74 Source: Appleton Papers There is no question that online communicaiton has changed the way the world interacts, stays informed, and purchases products. But experience has shown us that choosing print or online tactics isn't an "either or" proposition. In fact, online and print, when used in a coordinated campaign, enhance the ... http://www.en-ovationblog.com/?p=73 Author: Price Pritchett I'm sitting in a quiet room at the Millcroft Inn, a peaceful little place hidden back among the pine trees about an hour out of Toronto. It's just past noon, late July, and I'm listening to the desperate sounds of a life-or-death struggle going on a few feet ... http://www.en-ovationblog.com/?p=72 Source: Deliver Magazine (July 2009) Author: Gwen Moran No one needs to tell you that the economy is struggling. As a marketer, you're more keenly aware of the challenges in today's marketplace than anyone. But while most of your peers are responding to this economic downturn by slashing budgets (and praying for ... http://www.en-ovationblog.com/?p=71 Three ways to build and maintain loyal relationships when customers are running scared. Source: Deliver Magazine (July 2009) Author: Sid Liebenson Consumers are retrenching, economizing and just plain scared. But as the saying goes, the pessimist sees difficulty in every opportunity, and the optimist sees opportunity in every difficulty. The recession presents the perfect ... http://www.en-ovationblog.com/?p=70 Source: Deliver Magazine (July 2009) Boy, there's nothing like a recession to get marketers interested in numbers. Faced with pitching the chief financial officer for more marketing funds, or finding more efficient ways to spend the paltry millions they already have, marketers are coming up with interesting ways to make do. One way ... http://www.en-ovationblog.com/?p=69 The Key is how many you have, not how much they buy. Source: Marketing Research Magazine, Summer 2009 Author: John Dawes Managers usually want their brands to grow in sales and market share. In theory there are two ways this could happen: attract additional customers to buy the brand or get existing customers ... http://www.en-ovationblog.com/?p=68