Monday, November 13, 2006

The Starbucks Audio Experience

Starbucks phenomenal success is driven by the company’s intense focus on the customer and the special customer experience it creates. In his new book, “The Starbucks Experience,” psychologist, consultant, and radio talk show host Dr.Joseph Michelli shares his insights with 5 key leadership principles that transformed an ordinary idea into extraordinary experience.

Principle 1: Make It Your Own
Principle 2: Everything Matters
Principle 3: Surprise and Delight
Principle 4: Embrace Resistance
Principle 5: Leave Your Mark

Radio programmers, audio entertainers and marketers—think of how you can create an extraordinary audio experience for your listeners by applying your creativity to these simple rules.

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Wednesday, November 01, 2006

Top 10 Secrets of the Marketing Process

Marketing guru Seth Godin reveals 10 Secrets of the Marketing Process. For better marketing results, try these 10 ideas:

1. Don’t run out of money. It always takes longer and costs more than you expect to spread your idea. You can budget for it or you can fail.

2. You won’t get it right the first time. Your campaign will need to be reinvented, adjusted or scrapped. Count on it.

3. Convenient choices are not often the best choices. Just because an agency, an asset or a bizdev deal are easy to do doesn’t mean that they are your best choice.

4. Irrational, strongly held beliefs of close advisors should be ignored. It doesn’t matter if they don’t like your logo.

5. If it makes you nervous, it’s probably a good idea. If you’re sure you’re right, you probably aren’t.

6. Focusing obsessively on one niche, one feature and one market is almost always a better idea than trying to satisfy everyone.

7. At some point, you’re either going to have to stick to your convictions or do what the market tells you. It’s hard to do both.

8. Compromise in marketing is almost always a bad idea. Extreme A could work. Extreme B could work. The average of A and B will almost never work.

9. Test, measure and optimize. Figure out what's working and do it more.

10. Read and learn. There are a million clues, case studies, books and proven tactics out there. You can't profitably ignore them until you know them, and you don't have the time or the money to make the same mistake someone else made last week. It's cheaper and faster to read about it than it is to do it.

Click here for more of Seth Godin’s remarkable marketing ideas.