The fundamental marketing decision that each organisation needs to make, is whether their marketing strategy will be to: get people to notice what you want to make (this means seeing the customer from a sales perspective)? or create things that people will notice and talk about (which means seeing the whole organisation from a customer’s perspective)? Customer-centric […]
Starbucks and Dunkin Donuts account for 60% of the US coffee market, yet their brands and approach to marketing are very different. While the Dunkin Donuts brand is closely linked to the products, Starbucks has developed a lifestyle product – a customer experience positioned as the ‘3rd place‘ between home and work. How they each […]
This week’s growth articles help you to: Build an army of loyal customers without paying a fortune to acquire them Improve customer retention by rethinking your acquisition strategy Find ways to get your new ideas to spread (without spoiling the surprise its all about people!) Building an army of loyal customers Huge customer loyalty doesn’t […]
The three rules at the heart of customer centric growth for O2 in Slovakia, are equally relevant to developing high performing NGBs. At this week’s Marketing Week Live, Jonathan Earle from Telefonica O2 shared three rules upon which O2 have built their success in Slovakia. These are: 1) Stand for something 2) Be consistent 3) […]
This week Nike announced it was committing $50m to Michelle Obama’s campaign to get American kids more active, citing the high social costs of the “inactivity epidemic”. This commitment is just the latest example of the lesson Nike learned many years ago – to sustain growth, they must be customer-led not product-led. And when you […]
This month’s HBR magazine has an interesting article about rethinking the classic 4 Ps for B2B marketing. Instead of Product, Place, Price and Promotion, the authors propose Solution, Access, Value and Education. As NGBs are largely in the B2B space, rather than B2C, the article has some interesting ideas for sport’s governing bodies. Instead of […]
Ok, so you’re a fan, but are you a citizen? The Phoenix Suns are giving fans more ways to become engaged in the team, the brand and their tribe of fans.
Charging customers who want to commit to a longer relationship at a higher price, seems a strange strategy.
Something wonderfully strange has happened to Air New Zealand – they’ve developed a personality! Following hot on the heels of their nothing to hide ads, comes their bare essentials in-flight safety briefing.
Achieving the dizzy heights of high performance, is not just about performing well in competition. It’s the daily decisions to spend extra hours in practice, when others have gone home. It’s about having the courage to risk failure, in the pursuit of new ways to beat opponents. And its about being fueled by a vision – a vision of performance beyond what mere mortals can achieve.