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    Quit Playing the Commodity Game

    Quit Playing the Commodity Game
    Buyers try to make everything we sell into a commodity. "You're no different than your competitors," is their mantra. As salespeople, we have to engineer solutions to our clients' problems instead. Unique Product vs. Commodity One of my clients is a Wisconsin-based equipment manufacturer for the food, dairy, chemical, pharmaceutical, biotech and beverage industries. They sell their products to ConAgra, Kraft, ...
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    To get ahead in this e-world: Create and market content

    Q: Everyone says we are supposed to grow our business digitally in this digital age. But for the average small business, what really can or are we supposed to do, other than have a great website and maybe a blog? — Bill A: Yes, we have all heard the same advice, and I am even responsible for disseminating some of it: ...
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    How to Discount (If You Insist)

    How to Discount (If You Insist)
    Discounting stinks. As a marketer whose job is to create preference and profitability for my clients, I don't like discounting. In fact, I hate it. I call it the D-word. It's distracting. It's demeaning. It's destructive and depressing. And yet I see companies do it all the time. These days discounting is more prevalent than ever. Now into the second year ...
    Rated: +2
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    To Beat Recession, Indies Launch Buy-Local Push

    The buy-local movement isn't new. For the past decade, independent businesses have banded together to urge local consumers to spend more of their dollars closer to home. Proponents say doing so helps build vibrant local economies by keeping money circulating in the area rather than elsewhere, while detractors say the economic benefits are negligible. Now, amid the sinking national economy, some ...
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    Stretch Your Marketing Budget By Thinking Outside the Box

    Stretch Your Marketing Budget By Thinking Outside the Box
    The fact that a T-Mobile ad has attracted more views on YouTube than Barack Obama's historic inauguration speech may be viewed by some as a dispiriting sign of the times. The clip of commuters breaking into a dance routine at London's Liverpool Street station is, at the time of writing, the 57th most- viewed YouTube clip of all time. Its popularity ...
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    Critics in a McFurry Over Product Placement

    Critics in a McFurry Over Product Placement
    Critics consider the practice stealth advertising—and are pressuring the FCC for tougher regulation. Nothing infuriates Corie Wright more than when a TV network and advertiser try to sneak a product pitch past viewers. Case in point: Elisa and Jack of 30 Rock fame discussing whether McDonald's McFlurry is the best dessert in the world. "It's egregious and deceptive," says Wright, a ...
    Rated: +3
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    A Marketer is a Terrible Thing to Waste (P.1)

    A Marketer is a Terrible Thing to Waste (P.1)
    Beth Comstock, chief marketing officer and senior VP at GE, explains how marketers can help rebuild the economy. At many companies, marketing has long been the fair-weather friend— highly visible when times are good, starved of attention and resources when things are tough. As a result of the economic downturn, marketing budgets are being slashed and the stewards of many of ...
    Rated: +2
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    A Marketer is a Terrible Thing to Waste (P.2)

    A Marketer is a Terrible Thing to Waste (P.2)
    Last week, Beth Comstock, chief marketing officer and senior VP at GE discussed the importance of Marketers in rebuilding the economy. Today, more tips on the importance of reexamining value, how to measure success, making innovation the lifeline and investing in the best. Reexamine Value and How To Measure Success According to a recent study of CMOs conducted by executive recruiting ...
    Rated: +1
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    What Have You Done for Me Lately?

    What Have You Done for Me Lately?
    Companies are under pressure to get the results of their marketing money. Here's how to prove you're delivering. Marketing budgets are easy to cut in an economy as punishing as this one, so it’s never been more essential to prove marketing works. Here’s how some top companies demonstrate their worth: Help do the research. “Our biggest challenge is getting clients to ...
    Rated: +4