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If the adage “add more talented people than you” is true, then GRM is doing it right.
We welcome Alexis Foster to our staff as Marketing Coordinator. Alexis hails from University of Tennessee (SEC fans, please keep the catcalls down), graduating Summa Cum Laude with a PR and Communications emphasis. In addition to her academic endeavors, Alexis’ talents include making it as a finalist on the ABC show Duets and sharing a doubles state tennis championship with her twin sister. Yep, already picked my partner for the next tennis outing.
In the wake of continuing digital media changes, CEOs are re-examining how they engage management in marketing. McKinsey recently advised CEOs to engage their boards to a greater extent in marketing. In particular, McKinsey recommended three key points:
1. Consider a customer-engagement planning day to take stock of the broadest strategic implications of changes in the marketing environment and of the company’s position with customers.
2. Consider expanding expertise of the board, given the fast-changing nature of marketing. For example, including more board members with public-sector experience—including political-campaign skills—can provide valuable counsel to today’s ever-more-exposed CEOs.
3. Keep board involvement strategic in nature and clearly aimed at governance issues and not the day-to-day management of marketing activities.
GRM has historically conducted customer/prospect research aimed at uncovering engagement points and how to be distinctive from competitors. Lessons, even for smaller businesses, as the digital-marketing revolution continues to unfold. Are you mapping customer engagement? Customer engagement is a CEO directive ultimately. To be effective and encompassing, operations, marketing, sales, customer service, R&D and now – IT – all need to be on the same page.
Passing along from our friend Larry Melnick:
A psychologist walked around a room while teaching stress management to an audience. As she raised a glass of water, everyone expected they’d be asked the “half empty or half full” question. Instead, with a smile on her face, she inquired: “How heavy is this glass of water?” Answers called out ranged from 8 oz. to 20 oz. She replied, “The absolute weight doesn’t matter. It depends on how long I hold it. If I hold it for a minute, it’s not a problem. If I hold it for an hour, I’ll have an ache in my arm. If I hold it for a day, my arm will feel numb and paralyzed. In each case, the weight of the glass doesn’t change, but the longer I hold it, the heavier it becomes.” She continued, “The stresses and worries in life are like that glass of water. Think about them for a while and nothing happens. Think about them a bit longer and they begin to hurt. And if you think about them all day long, you will feel paralyzed – incapable of doing anything.” Remember to put the glass down.
World Series game one drew a smaller audience than an NFL Monday Night game featuring two teams with a collective one win. Baseball has clearly lost to football as the sport of preference to viewing audiences.
Perhaps it is a tale of touchpoint preference. Baseball grew with the evolution of radio. Baseball broadcasts still remain one of the hottest programming packages for stations. Football on the other hand, grew in popularity hand in hand with television.
How does this relate to your marketing? Maybe nothing. But, consider if there is a media or touchpoint that best showcases your business.
From the same industry that once bragged about saving $1 million by removing stale lettuce from pre-packed sandwiches, comes this startling new discovery:
Airlines are shifting their focus from fees as penalties to fees for enhancements, reports Scott Mayerowitz in an Associated Press dispatch (9/30/13). Where “the first generation of charges … dinged fliers for once-free services like checking a bag, these new fees promise a taste of the good life, or at least a more civil flight.” For example, airlines “are now renting Apple iPads preloaded with movies, selling hot first-class meals in coach … Once on the ground, they can skip baggage claim, having their luggage delivered directly to their home or office.”
The airlines also “will soon be able to use past behavior to target fliers.” For the moment, such data is mainly “used to win back passengers after their flight is delayed or luggage is lost,” but this is changing. “We have massive amounts of data,” says Delta CEO Richard Anderson. “We know who you are. We know what your history has been on the airline. We can customize our offerings.” In addition, airlines increasingly can “sell products directly to passengers at booking, in follow-up emails as trips approach, at check-in and on mobile phones minutes before boarding.” – Cool News.