Marketing

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

 

Davia Temin on the 10 Don’ts of Corporate Social Media

Strengthening your brand through smarter online communication

November 18, 2011 / Podcast # 11-46

Davia Temin

According to Davia Temin, companies cannot be hesitant about expanding their online presence, but it is important they avoid the social media pitfalls that have spelled disaster for numerous firms. In this episode of Edgewise, Davia shares her “10 Don’ts of Corporate Social Media,” which explain the dangers of over marketing, automated messages, and abandoning unsuccessful initiatives in cyberspace. Listen and learn how to develop authentic and responsible communication that engages customers and keeps them coming back for more.

Davia Temin is Founder and CEO of Temin and Company which advises global companies’ boards, CEOs, and leadership teams on reputation of crisis management, marketing and media strategy, leadership communications and thought leadership. She is also a first Vice Chair of the Board of Girl Scouts of the U.S.A., Chair of the Board of Video Volunteers, and serves on the advisory boards of the Knight-Bagehot Fellowship at Columbia Journalism School, and ProPublica in Harvard Kennedy School’s Women’s Leadership Board.

For additional training on this topic, consider these AMA seminars:

*Social Media for Managers: New Tools for Communication, Innovation and Collaboration
*Making Sense of Web 2.0: Leveraging Social Media in Your Organization
*Leveraging Social Media to Engage Customers and Build Your Brand

To learn more, read these AMACOM Books:

*The On-Demand Brand, by Rick Mathieson
*Digital Engagement, by Leland Harden and Bob Heyman
*Web Copy That Sells, by Maria Veloso

 

Christopher Frank and Paul Magnone

In this age of excess information, research paralysis often impedes business leaders in decision making. Christopher Frank and Paul Magnone, authors of the new book, Drinking from the Fire Hose: Making Smarter Decisions Without Drowning in Information, explain the power of asking key questions to sift through the overwhelming amount of data available. In this episode of Edgewise, Frank and Paul share their Seven Fire Hose Questions to help everyone from CEOs to marketers siphon through this wealth of knowledge to make wiser business decisions.

Read more…

 

Seth Godin

One might assume that Seth Godin, having penned more than a dozen bestsellers and hailed as America’s greatest marketer, has found a magic formula and is sticking with it. However, in his new e-book “Poking the Box,” Seth shatters logic by encouraging readers to give the book away, exposing an ambition to develop minds, not dollars. In this episode of Edgewise, Seth expounds on why the exchange of content via new media is more than a means to make a living, and how to leverage it to ultimately make an impact.
Read more…

 

Phil Geier on the Creation of Advertising

How modern advertising was created and how it can sustain businesses today.

March 19, 2010 / Podcast # 10-12

Phil Geier

Before there was the hit TV show Mad Men, before Coca Cola was the real thing, before branding became a marketing buzzword, there was Phil “Deals” Geier. The story of how this visionary, who created the modern advertising holding company and brought The Interpublic Group from $500 million to $5.6 billion in revenues, is shared for the first time in SURVIVE TO THRIVE: Sustaining Yourself, Your Brand, and Your Business from Recession to Recovery. In addition to sound business wisdom, SURVIVE TO THRIVE reveals an insider’s take on the glamorous real world of 1960s and 70s advertising and features a veritable who’s who of mid-20th century luminaries. Read more…

 

Robbie Vorhaus on Branding Your Business Through Stories

How to know your customers and get their attention.

February 26, 2010 / Podcast # 10-09

Robbie Vorhaus

What is your story? Who is your audience? How are you telling your story? Robbie Vorhaus, of Vorhaus Communications, says that with good storytelling companies can brand and market themselves to really get attention. Every company has a soul and a story to tell. Read more…

 

Larry Schweikart on the Legacy of American Entrepreneurs

The stories of the people who led American businesses to success.

January 22, 2010 / Podcast # 10-04

Larry Schweikart

What entrepreneurs best characterize America’s business past and why? The American Entrepreneur: The Fascinating Stories Of The People Who Define Business In The United States by Larry Schweikart, illustrates the history of business in the United States from the point of view of the enterprising men and women who made it happen. Read more…