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Digg it UP - Marketing Obligations
In this issue, I will share my experience acquired from the conglomerate and its operating companies.. For the purpose of this article, I will articulate the Customer Driven Excellence which is one of the eleven core values and concepts used in Malcolm Baldrige Criteria. As before, I will use case studies to show how some of the companies implement them.To recap, below are the Eleven Core Values and Concepts of Baldrige Criteria:-Visionary Leadership | Customer-Driven Excellence | Organizational and Personal Learning | Valuing Employees and Partners | Agility | Focus on the Future |Managing for Innovation | Management by Fact | Public Responsibility and Citizenship | Focus on Results and Creating Value | Systems PerspectiveArticulated Cus
In a local clothing store, the sales staff are trained to ask customers whether they want to have their suit jackets pressed at no charge while they are shopping. Of course, hardly anyone ever refuses. While they wait on their jackets, they naturally have to spend more time in the store, whereby they occupy themselves by checking out all the mer
There are many lead sources on the internet. Many leads are generated by giving away something valuable in exchange for contact information. Many entrepreneurs and lead venders will use this technique to attempt to gain leads in mass. The obvious benefit of using this technique are the increased number of opt-ins when ones list. The downside to this however, is you lose some an amount of ‘targeting.’Everyone knows that in order to build business you need a list of highly targeted prospects to market to. But on top of being targeted the prospect must also be actively ‘looking for what it is your offering. If your selling a product or service to a person who has no need for what it is your offering, but has shown interest to a free vacation promotion you may be running, it
The Law of Obligation also presents itself in the following situations:
* Taking a potential client out to dinner or to play golf
* Offering free tire rotation or fluid fill-up between services
* Someone washing your car windows at a stoplight whether you want them to or not
* Generating money at "free" car washes by asking for a donation after the service is rendered
* A carpet cleaner offering to clean your couch for free
A film-developing company thrived on the Law of Obligation. They would send a roll of film in the mail along with a letter explaining that the film was a free gift. The letter then outlined how the recipient should return the film to their company to be processed. Even though a number of local stores could process the film at a far lower price, most people ended up sending it to the company that had sent them the film. The technique worked because the company's "pre-giving" incurred a sense of obligation to repay the favor. We often see this method at work when companies give out complimentary calendars, business pens, T-shirts, or mugs.
In a local clothing store, the sales staff are trained to ask customers whether they want to have their suit jackets pressed at no charge while they are shopping. Of course, hardly anyone ever refuses. While they wait on their jackets, they naturally have to spend more time in the store, whereby they occupy themselves by checking out all the merc
With all the shuffling that’s been seen in the search engine world within the last year, the issue of obvious optimizing has become a hot button. The current line of thinking is that most engines (especially Google) are on the lookout for sites that purposely make an effort to optimize their pages in order to get high rankings. While this theory has not been proven, I agree that obvious optimization is not a good thing. Not exclusively because of what Google might think, but because of what your site visitors might think.When a Web site is created with the intent of having it ranked highly, one thing often happens. The focus gets placed solely on the optimization and is taken almost completely away from the visitor. This leaves your site in a dangerous state of unbalance.
The Law of Obligation also presents itself in the following situations:
* Taking a potential client out to dinner or to play golf
* Offering free tire rotation or fluid fill-up between services
* Someone washing your car windows at a stoplight whether you want them to or not
* Generating money at "free" car washes by asking for a donation after the service is rendered
* A carpet cleaner offering to clean your couch for free
A film-developing company thrived on the Law of Obligation. They would send a roll of film in the mail along with a letter explaining that the film was a free gift. The letter then outlined how the recipient should return the film to their company to be processed. Even though a number of local stores could process the film at a far lower price, most people ended up sending it to the company that had sent them the film. The technique worked because the company's "pre-giving" incurred a sense of obligation to repay the favor. We often see this method at work when companies give out complimentary calendars, business pens, T-shirts, or mugs.
In a local clothing store, the sales staff are trained to ask customers whether they want to have their suit jackets pressed at no charge while they are shopping. Of course, hardly anyone ever refuses. While they wait on their jackets, they naturally have to spend more time in the store, whereby they occupy themselves by checking out all the mer
Successful Network Marketing requires many things but one of the most important of all is to get started.A lot of people put off prospecting and making contact calls because of FEAR.Well fear really means false evidence appearing real so just do it and make those calls .The more you make the easier it becomes to the point where you actually enjoy making new contacts and prospecting calls.One of the best ways to think about prospecting is to liken it to fishing. You have to have various lures in your tackle box and which particular fish could be caught with each lure. I’ve learnt how important it is to have several “lines in the water” because we simply don’t where our prospects will come from or what will pique their interest.There are countless lures you can throw out there, inclu
* A carpet cleaner offering to clean your couch for free
A film-developing company thrived on the Law of Obligation. They would send a roll of film in the mail along with a letter explaining that the film was a free gift. The letter then outlined how the recipient should return the film to their company to be processed. Even though a number of local stores could process the film at a far lower price, most people ended up sending it to the company that had sent them the film. The technique worked because the company's "pre-giving" incurred a sense of obligation to repay the favor. We often see this method at work when companies give out complimentary calendars, business pens, T-shirts, or mugs.
In a local clothing store, the sales staff are trained to ask customers whether they want to have their suit jackets pressed at no charge while they are shopping. Of course, hardly anyone ever refuses. While they wait on their jackets, they naturally have to spend more time in the store, whereby they occupy themselves by checking out all the mer
Thought I'd take a moment or two to review another important pre-interview consideration that could make or break the results of your job interview. I'm speaking of Job Interview Preparation.What's that? Most of us think that when it comes to a job interview, we gather up our resume and references, don our attractive clothing, put on our game face and assume we can present our own skills and know-how to the interviewer or interviewers. After all, they are our skills and know-how, if we can't present them better than anyone else -- who can? Right? Suprisingly enough, you'd be WRONG if you believed that.Having been involved in literally 1000's of interviews over the course of my career, I can promise you that most Applicants cannot logically present t
In a local clothing store, the sales staff are trained to ask customers whether they want to have their suit jackets pressed at no charge while they are shopping. Of course, hardly anyone ever refuses. While they wait on their jackets, they naturally have to spend more time in the store, whereby they occupy themselves by checking out all the mer
Marketing any business is a science professional marketers follow to get results. There are three principles that are most important to the small business owner and should be adopted and used in your small business marketing:1. Benefits - Most people make the mistake of telling everyone the features of their business. This is not what your customers are looking for. They want to know why they should give you the job and not your competition.2. Business Purpose - Are you sure you understand what your business purpose is? Most people start a business to make money. But your real job is to satisfy your customer needs.3. Market Testing - Most small business owners run advertising because they've heard that's what you do to get customers. But they
In a local clothing store, the sales staff are trained to ask customers whether they want to have their suit jackets pressed at no charge while they are shopping. Of course, hardly anyone ever refuses. While they wait on their jackets, they naturally have to spend more time in the store, whereby they occupy themselves by checking out all the merchandise. Because the store is pressing their jackets, the customers feel more indebted to buy. Moreover, when they do decide to buy something, they are more likely to buy it from the salesperson who pressed their jacket.
The same principle applies when you go to the grocery store and see those alluring sample tables. It is hard to take a free sample and then walk away without at least pretending to be interested in the product. Some individuals, as a means of assuaging their indebtedness, have learned to take the sample and walk off without making eye contact. Some have taken so many samples, they no longer feel an obligation to buy or even pretend they're interested in the products anymore. Still, the technique works, so much so that it has been expanded to furniture and audio/video stores, which offer free pizza, hot dogs, and soft drinks to get you into the store and create instant obligation.
In the early 1980s, the Hare Krishna movement encountered difficulty in raising funds through their traditional means. The rebellion of the 1960s had given way to the more conservative 1980s, and the Hare Krishna members were now considered almost an affliction to society. To counteract negative public opinion, they developed a new approach that utilized the Law of Obligation. Their new fundraising strategy worked because it prompted a sense of obligation that outweighed the dislike or negativity felt toward the Hare Krishna movement.
The new strategy still involved solicitation in crowde
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