Category Archives: Marketing Tools & Tactics

Why Comcast Makes Us Crazy

"This call may be monitored or recored or ignored or ridiculed or forgotten or mocked or played at our office parties for laughs." - Glasbergen cartoonDuring the latter half of July my husband Dan and I took a 10-day vacation to Scotland with friends. Lots of golf for Dan, lots of sightseeing for me.

It was a wonderful break and I came back with that relaxed vacation feeling that gives you a new perspective on your daily routine.

Shortly before 11 a.m. on Thursday August 3rd I was back in my office and noticed that the Wi-Fi had suddenly gone offline. No big deal, especially in my relaxed state. read more

Posted in Marketing Insights, Marketing Tools & Tactics | Tagged , , | 2 Comments | Back to top

For Better Marketing, Channel Your Inner Three-Year-Old

Olympic Rings Donut Formation, For Better Marketing Channel Your Inner Three Year Old

Image Source: The Huffington Post

In the summer of 1991, when the unemployment rate in Boston hit 8.4 percent, I had the unfortunate need to find a job.

I was transitioning from a full-time MBA student at Boston College to part-time. I was temping during the day to pay the bills. Two nights each week I attended a three-hour summer class.

I read the want ads religiously. Veryfine Products ran an ad for a marketing research analyst in Brandweek, a marketing trade magazine, and I enthusiastically applied. read more

Posted in Marketing Insights, Marketing Tools & Tactics | Tagged | 2 Comments | Back to top

10 Brand Storytelling Lessons from Bruce Springsteen

Book cover image to Bruce Springsteen's Born to Run

Image source: simonandschuster.com

When I read Bruce Springsteen’s autobiography Born to Run in January, I learned that he and I have a few things in common.

  • Both of us like the smell of coffee but not the taste.
  • Neither of us can read sheet music.
  • Both of us grew up in New Jersey (okay I knew that), in a family with two girls and one boy.
  • Both of us learned our craft on the job.

read more

Posted in Brand Storytelling, Marketing Tools & Tactics | Tagged , , | 2 Comments | Back to top

Score More From Your Marketing

Fisher Stadium at Lafayette College - football game in progressOn Saturday September 24th I spent a beautiful evening with my family at Fisher Stadium in Easton, Pennsylvania, watching the Lafayette College Leopards play football against the Villanova Wildcats.

The weather was about all the Leopards had going for them. read more

Posted in Marketing Insights, Marketing Tools & Tactics | Tagged , | Leave a comment | Back to top

Eye of the Buyer

Eye of the buyerTwo weeks ago Fidelity took me on a frustrating financial odyssey. 

This summer Fidelity ditched long-time credit card partners American Express and Bank of America to consolidate its service with Elan Financial Services.  Anyone holding a Fidelity credit card received a new Fidelity Visa Signature card from Elan.

I was one of the 550,000+ who received a new card.  It was unclear to me whether I needed to re-designate where I wanted my rewards to go, so I tried to log into the new Fidelity Visa card website. read more

Posted in Marketing Insights, Marketing Tools & Tactics | Tagged | Leave a comment | Back to top

How to Use Surveys Strategically

Survey on a clipboard - how to do surveys strategically and wellOur world has gotten feedback happy.  And it’s annoying.

In a 48-hour period at the beginning of May I received five surveys.

One paper survey via snail mail with 66 questions to rate my son’s pediatrician.  One online survey from a hotel I had stayed at the prior weekend and another from a hotel stay two weeks before.  A third online survey from the conference I had just attended, and a fourth one from OpenTable for the restaurant I had dined in the Friday before. read more

Posted in Marketing Research Tips, Marketing Tools & Tactics | Tagged | 8 Comments | Back to top

Should Your Brand Be on Facebook?

Facebook like thumbs up hand and thumbs down handWhen I woke up on April 3, 2009, I did not know that I would be joining Facebook that day.

Around 8pm I had just connected on LinkedIn with friends from my high school years when one of them wrote, “You need to get on Facebook! We have been posting some old group photos that you are in.”

Talk about an incentive to join. read more

Posted in Marketing Insights, Marketing Tools & Tactics | Tagged , | Leave a comment | Back to top

Vacation by Chocolate

Evelyn's Original Chocolate Wrapper from Hershey's Chocolate World brand experienceMy husband Dan has a particular knack when planning vacations.  I’m not talking about posh accommodations or exotic destinations or exclusive restaurants.

When he was helping to plan our trip to Paris to celebrate my 40th birthday, he discovered that a major chocolate exhibition was going to be there at the same time.  Besides sampling and purchase opportunities, there were multiple exhibits including a replica of a 17th century dress made of chocolate. read more

Posted in Brand Storytelling, Brands In Adolescence, Marketing Tools & Tactics | Tagged , , , | Leave a comment | Back to top

Cases of List-taken Identity

Good list management means seeing the customer's point of view.For the past year I’ve been immersed in my son AJ’s college search.  We’ve visited 11 schools, some of them twice.  It’s been fun and one of the funny outcomes is that I have realized that I would be happy to go to college now. 

I’m not serious of course.  But there are some schools who think otherwise.  Three colleges have begun courting me. read more

Posted in Brand Growth & Rebranding, Marketing Tools & Tactics | Tagged , , | Leave a comment | Back to top

Cheap Skate Marketing

Evelyn's black boot collection for brand storytellingI love autumn in New England, so I’m a happy camper up here right now.  And yes, autumn presages a long winter, but I have found ways to enjoy that too.

One of the benefits of New England’s long winters is that you can wear boots six months of the year.  I’ve gained an affinity for black boots and wear them almost every day once the cold sets in.

In a decidedly un-Imelda Marcos-move though, I’ve not amassed a huge collection.

Instead I have a few favorite pairs that I keep in good order with a yearly visit or two to my buddy Oleg, the cobbler in Natick Center. read more

Posted in Brand Storytelling, Marketing Tools & Tactics | Tagged , | Leave a comment | Back to top