Marketing

Geoffrey Colon on Disruptive Marketing

Don't be afraid to get disruptive.

December 2, 2016 / Podcast # 16-34

Geoffrey Colon

Today on Edgewise Geoffrey Colon, author of the new AMACOM book Disruptive Marketing, joins us for a freewheeling conversation about music, technology, ethics, and taking the fear out of failure.

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Nick Westergaard on Getting Scrappy

Using limited resources to build a strong brand.

September 30, 2016 / Podcast # 16-25

Nick Westergaard

Social media is taking over marketing and it can be hard to keep up but you don’t have to be Coca-Cola to make a splash in digital marketing. Nick Westergaard, author of the new AMACOM book Get Scrappy, is here to talk about how to figure out a strategy that will work for you and your company no matter what size. You’ll be able to work smart, not hard, and do more with fewer resources.

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Annette Simmons on Telling the Best Story

Get your points across and be memorable.

May 15, 2015 / Podcast # 15-10

Annette Simmons

Want to be remembered? Become a great storyteller and you’ll be unforgettable. It’s actually easier than it sounds, with great tips for finding the storyteller in yourself in the newly revised edition of Annette Simmons‘ classic Whoever Tells the Best Story Wins.

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Chip Bell on Knock Your Socks Off Service

How to keep up with the changing marketing demands.

July 12, 2013 / Podcast # 13-14

Chip Bell

Chip Bell, author of Managing Knock Your Socks Off Service, discusses the changes in customer service and the tradition ideas of the customer. With the arrival of new technologies such as the Internet, customers are now more frugal then ever and expect their shopping experience to be top notch. Internal company relationships tend to affect how the company interacts with their customers, which has led to the trend of employers hiring employees who are knowledgeable in the products they sell because.

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Thomas Davenport on Keeping Up with the Quants

How one company focused on analytics for massive shareholder profit.

May 31, 2013 / Podcast # 13-11

Thomas Davenport

Thomas Davenport, business analytics expert, believes that analytics are an important decision-making tool for all levels of an organization. Everyone has received credit card offers in the mail from Capital One but not everyone realizes that our response to those offers is carefully monitored. If a 12.9 percent balance transfer offer doesn’t generate a response, soon a 12.8 offer will arrive in the mail. If a red envelope doesn’t get someone’s attention, soon a blue envelope will arrive. Capital One doesn’t stop there, continuing to keep track of their customers so they know that it is a valued customer on the phone to close their account and that they should be transferred to a customer service specialist right away who can make deals and keep the customer. This focus on analytics even on the front-side of the company has returned more value to Capital One shareholders than any other company in the United States. That is just one example of a company using analytics to help make faster, more informed decisions.

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Jeremy Goldman on Going Social

April 5, 2013 / Podcast # 13-07

Jeremy Goldman

Social media is the go-to tool for businesses to connect to their customers. However, many businesses use the wrong type of social media or lose sight of with is important to their business model. Join Jeremy Goldman, author of the book Going Social, as he talks about the traps and pitfalls a business may face when trying to establish a social media presence. Remember social media is just a tool, don’t lose sight of your business and give in to the hype.

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Joe Pine on the Evolution of the Economic Model

Using Customization to Renew Commodities

August 24, 2012 / Podcast # 12-17

Joe Pine

Joe Pine, co-author of The Experience Economy, and the brand new book entitled Infinite Possibility joins us on Edgewise to explain the balance between commoditization and customization in progression of economic value. Amazon and Wal-Mart are just two companies that have used transformation as a tool to successfully guide customers to change by using their experiences. Companies such as these are commoditizing goods so they can sell at higher volume and lower cost to the consumer. He outlines three phases of transformations that are required to sustain transformations through time, which include diagnosis, using a set of experiences and following-through. Not only are these transformations crucial to a business setting but can be useful in our personal lives as well.

Joe Pine is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is co-founder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.

For additional training on this topic, consider these AMA seminars:
*Pricing Strategies – Capturing and Sustaining a Competitive Advantage
*The Psychology of Management: Why People Do What They Do
*Measuring and Maximizing Marketing ROI
To learn more, read these AMACOM Books:
*The On-Demand Brand, by Rick Mathieson
*New Directions in Supply-Chain Management, by Tonya Boone, Ph.D., Ram
*One Foot Out the Door, by Judith M. Bardwick, Ph.D.

 

Dick Martin on Adapting to a Diversified World

Understanding and Targeting New Demographics

June 29, 2012 / Podcast # 12-13

Dick Martin

Dick Martin joins us on Edgewise to discuss his latest book Otherwise: The Wisdom You Need To Succeed In A Diverse World. The main theme of this book is that businesses must strive to better understand people unlike themselves, and why this ability is now more important than ever. Dick touches on the three steps he describes in his book for businesses such as Fox News and MSNBC to adapt to the flux in society. He also discloses who he deems the most innovative marketers in the world.

Dick Martin is a business writer specializing in marketing and public relations. He has written articles for the Harvard Business Review, BusinessWeek.com, the Conference Board Review, Leader to Leader, the Journal of Business Strategy, and the PR Encyclopedia. He is also a frequent speaker to business and student groups. Martin was executive vice president of public relations, employee communications and brand management for AT&T from 1997 to 2003, capping a 32-year career with the company. He was also chairman of the AT&T Foundation.

For additional training on this topic, consider these AMA seminars:
*AMA’s Advanced Course in Strategic Marketing
*Strategic Agility and Resilience: Embracing Change to Drive Growth
*Communicating Up, Down and Across the Organization

To learn more, read these AMACOM Books:
*Leading with Cultural Intelligence, by David Livermore, Ph.D.
*Building a House for Diversity, by R. Roosevelt Thomas, Marjorie I.
*The Cultural Intelligence Difference, by David Livermore, Ph.D.

 

Dr. Betsy Kruger on Finding and Targeting Your Star Customers

Applying Pareto’s Principle to Your Brand

May 4, 2012 / Podcast # 12-09

Dr. Betsy Kruger

Dr. Betsy Kruger, author of the book Top Market Strategy: Applying the 80/20 Rule, explains how businesses can use this system to quadruple their profits. She also discusses a commonly overlooked but, key factor in increasing profit, customer loyalty. She stresses the importance of gaining quality customer relations as opposed to mere mass. Dr. Kruger explains how to identify the customers in the top 20% and how to specifically target them with your marketing strategy. She shares insight on how companies such as Subway and Harley Davidson have used this method to create a win-win scenario for the brand and consumer.
Dr. Betsy Kruger is a widely recognized expert in marketing strategy. Professors are adopting her book, Top Market Strategy: Applying the 80/20 Rule. She writes, speaks, and consults on 80/20 topics. The Better Business Bureau has accredited her company, Strategic Power. Starting with the University of Chicago, Dr. Kruger has managed many marketing projects for leading corporations in consumer industries. She developed and sold analytical software in over forty countries. Her mission is to empower prosperity, one business at a time. Dr. Kruger has taught thousands of managers how to be more successful in business.
For additional training on this topic, consider these AMA seminars:
*Fundamentals of Marketing: Your Action Plan for Success
*Strtegic Agility and Resilience: Embracing Change to Drive Growth
*AMA’s Advanced Course in Strategic Marketing

To learn more, read these AMACOM Books:
*Pricing for Profit, by Dale Furtwengler
*Exceptional Service, Exceptional Profit, by Leonardo Inghilleri, Micah Solomon
*Now, Build a Great Business!, by Mark Thompson, Brian Tracy

 

Anders Dahlvig on IKEA’s Global Social Ambition

Continual Growth of an Industry Giant

March 23, 2012 / Podcast # 12-06

Anders Dahlvig

In this edition of Edgewise Anders Dahlvig chronicles his rise from store manager to president CEO of IKEA. Anders discusses his book, The IKEA Edge: Building Global Work, the affect globalization has had a on the retail business and how important it is for companies to adapt this new market culture. Anders also reveals his thoughts on corporate culture versus national culture and the difficulties in keeping out bureaucracy, complacency in a steadily growing corporation. Listen as Anders shares the unique vision he relied on to lead IKEA through its best and worst times.
Anders Dahlvig is the Former Group President and CEO of IKEA, a leading international retailer of home furnishing products. Anders is also a member of European Retail Round Table. He is a director of Oriflame Cosmetics AB, H&M Hennes & Mauritz AB and Axel Johnson AB; Kingfisher Plc and is Chairman of The New Wave Group and a member of the Advisory Board of Lund University Business School. He received received the Swedish award for Good Environmental Leadership in 2002 for his independent and persistent work with environmental sustainability issues. In 2006, he also received the U.S. Foreign Policy Association’s Global Social Responsibility award.
For additional training on this topic, consider these AMA seminars:
*Strategic Agility and Resilience: Embracing Change to Drive Growth
*Management Skills for New Supervisors
*Corporate Cash Management

To learn more, read these AMACOM Books:
*Now, Build a Great Business!, by Mark Thompson, Brian Tracy
*Investing in a Sustainable World, by Matthew J. Kiernan
*Secrets of the Marketing Masters, by Dick Martin