These days more and more consumer brand manufacturers are making the move to sell direct-to-consumer through their eCommerce channel. Clear benefits such as increasing brand equity, higher profit margins, and more control over the purchase experience make this strategy very appealing for many consumer brands. However, many of these brands run into challenges when their “most important customers” are competing in the same space.
These most important customers are the brands retail distribution partners. Many consumer brands have relied on their retail partners to sell their products to the masses, whether its traditional “big box” chains, such as Wal-Mart, Target, or Home Depot, who have an online and offline presence, or web-only retail partners who sell directly to the consumers through various web properties. … Read the rest
Mike Schultz and John Doerr recently published an entire book devoted to what B2B buyers say: Insight Selling: Surprising Research on What Sales Winners Do Differently. This work was the result of surveying 700+ B2B buyers responsible for $3.1 billion in annual purchases, so I’d call it authoritative. A week ago, Schultz explained in MarketingProfs what 7 factors distinguished the winners from losers. They are (emphasis added):
- Educated me with new ideas or perspectives
- Collaborated with me
- Persuaded me we would achieve results
- Listened to me
- Understood my needs
- Helped me avoid potential pitfalls
- Crafted a compelling solution
One of the most powerful arguments Schultz makes in his article is how marketing can support #1—the education of buyers—with exceptionally valuable content (yes, you can say content marketing).… Read the rest
Fathom started to find its purpose mojo recently. After some soul searching, we came together under the revitalized purpose statement “Inspiring Transformation.” Purpose to us is about inspiring people to grow, deepen relationships with each other and serve something bigger than ourselves. Our purpose statement reminds us to keep these actions primary. Operating like this helps us maximize the full potential of the relationships we have with each other, our clients and our community. We seek to transform these relationships as follows:
- From Paychecks to Calling & Capturing Dreams: For each other, we work to move our experience at Fathom from “where we get our paycheck” to “where we challenge each other to learn, grow, find our calling, connect and serve purposes greater than ourselves.” We want Fathom to be a primary vehicle in our lives that helps us capture our dreams while working with people we care about and making a contribution.
… Read the rest
National Hospital Week 2014 is upon us, May 11-17. The week is a chance to stop and celebrate the hospitals and the associates that work within those organizations. They are leading health and wellness initiatives in our communities as well as providing innovative care with compassion. Physicians, nurses, volunteers, administrators, engineers, technicians to name a few need recognition for their dedication.
The American Hospital Association (AHA) is providing healthcare organizations with information to help promote National Hospital Week 2014.… Read the rest
I recently spoke at HeroConf in Austin, Texas about the Yahoo! Bing Network and why to use their extensions. Now, I know I already wrote about ad extensions in the past and how schools can leverage them in paid search – but I didn’t explain the advantages and struggles we see with this engine specifically. Here’s a recap of my presentation so you can find out why they’re important and what to expect after implementing.
In the graph above you can see the bars to the right show what your CTR could look like if you add extensions.… Read the rest