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Are You Really Ready to Advertise? June 11, 2008

Posted by Amanda in A Better Mouse Trap, Business Tails.
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John Moore over at Brand Autopsy highlighted an article from Advertising Age, where they recommended Jet Blue focus on its current customers and improving their experience rather than releasing a new campaign to promote the company.  This concept of improving the customer experience before spending the advertising money highlights a change in the advertising industry.  It’s the change from the hard sell to viral marketing techniques that are so prevalent now (as I mentioned over at Ad Mouse)

It also changes the job market.  No longer are advertising and marketing companies just there to create a great campaign, they are expected to be Brand Managers. Their job is to manage the entire experience that a customer has with a product.

I feel this has changed because no matter how great your advertising campaign is, if your product is not up to the customers expectations it is money wasted.  A happy customer tells 1 person.  An unhappy customer will tell 10.  So to end up ahead, you need to have a LOT of happy customers.  Raising customer’s expectations when the product hasn’t changed is not a good idea.

So ask yourself, before you spring for that new ad campaign.  Are you really ready to advertise?

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Book Review: Who Moved My Cheese? June 10, 2008

Posted by Amanda in A Better Mouse Trap, Business Tails.
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I have always been an avid reader and so I keep a large stack of books on the shelf behind me.  I often flip through them for inspiration, whether it be a topic to write about for this blog or the direction for a new ad campaign.  So I’ve decided to share some of my favorite (and least favorite) books with my readers.  This weeks book is a fitting start, due to its mouse theme. 

 


Who Moved My Cheese?‘Who Moved My Cheese’

‘Who Moved My Cheese’ is a short story written by Spencer Johnson M.D. and it has long been proclaimed as a great book for managers; however, I would recommend this book for everyone.  It is essentially a parable about how people deal with change.  It encourages everyone to ‘Move with the cheese’ .  When said in any other context, this would have people looking at you strangely, but with this story its repetitive nature aims your focus inward.  At only 100 pages in length it is a very quick read (it’s even shorter if you skip the preface and recap).

This isn’t a book I read on a daily or even monthly basis.  But it is there sitting on my shelf and just glancing at its title can sometimes be the push I need to move in a new direction.  

Rating:   PawprintPawprintPawprintPawprint

Available at www.whomovedmycheese.com for $13.99

Secret Ingredients or Common Sense? January 28, 2008

Posted by Amanda in Mouse Clicks.
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I was surfing the cyber waves recently and stumbled across this post on the Mind Cafe blog… It struck me as good advice for anyone looking to make their life riches, or just make their business better.  The problem with some of the suggestions, is that they are easier said than done.   Everyone is struggling to find the next greatest item, but very few will succeed.   A decent article to read anyways.

The first suggestion is….

1. Give something of value to the world. You want more of the material treasures of life, but are you willing to give something of value in return for them? In checking the lives of over ten thousand famous and rich men and women, I found that the value they received in money, recognition, fame, or power, was directly in proportion to what they gave the world.

More… 

Inexperience is an asset August 22, 2006

Posted by Amanda in Business Tails.
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When “Tag-surfing” a new a feature of WordPress, I ran across Mike Foroobar’s Weblog and he had some interesting thoughts.

In hiring an employee or contractor, experience is almost always at the top of the list. But it’s this type of thinking that breeds insularity. Experience is a great thing, don’t get me wrong, but your payroll should be healthily balanced between inexperienced, outside-the-box thinkers and those who know the in’s and out’s of the industry. The key is hiring people who are looking to learn, who aren’t afraid to take risks, and who, most importantly, hold themselves accountable for their failures as well as successes. Like everything else, even failure, in moderation, is a good thing.

It is too easy for people to get stuck in a rut of just saying, “Well, that’s not how we did it last time.” and we all need the little reminders to shake it up. Innovation can be brought by a different approach to an old problem. And just because you have a solution does not mean it is the best, or most effective one.

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