Curated Video
Guy Kawasaki: What is Enchantment?
The idea of enchantment has been part of fairy tales, legends, and myths for thousands of years. So, when Guy Kawasaki applies the word as a metaphor for how to influence customers, is he telling us anything new?
Curated Video
What is Advertising? And What are its Benefits?
Advertising is, perhaps, the most visible and obvious aspect of marketing. Yet it is also one of the least written about. In my 956-page copy of the Principles of Marketing (4th Ed), advertising gets just 24 pages (less than 3% of the...
Curated Video
Jean-Claude Larréché and Marketing Momentum
Why do many of the most successful companies spend only a small percentage of their revenue on marketing? And, how can you get your business into this enviable position? INSEAD Professor, Jean-Claude Larréché, has an answer… Momentum.
Curated Video
Vance Packard - The Hidden Persuaders
Vance Packard was not an advertising executive nor a marketer: he was a journalist. But, his book, the Hidden Persuaders, exposed the 1950s advertising industry. In many ways, Hidden Persuaders provides the background scenery of...
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Peer Pressure: The Awesome Power of Social Proof
Humans feel a deep need to fit in, to conform. The harder the choice we face, the more we defer to others. I call this the ‘eight-out-of-ten-cat-owners’ effect. Psychologists call it Social Proof.
Curated Video
After-Sales Activities [Sales Process Part 9 of 9]
The last step in the sales process happens after the sale. But it is important to understand that there are after-sales tasks that, if they get forgotten or are not done well, will compromise the sale you worked so hard to achieve.
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You Need a Sales Strategy: Which One?
If you want long-term success in anything, you need a strategy. And this is never more so than with sales.
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The 1-2-3 of a Successful Written Sales Proposal
In many sectors – especially professional services, where I have had my career – sales are often made with the help of a written proposal. And, while this could be a course all on its own, here are a few tips and pointers.
Curated Video
Pricing and Fear of Price
This is a course about sales. And most salespeople have no control over the prices of the products and services they need to sell. So, I am not going to talk about the economics, strategy, or internal politics of setting a price. I want...
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Sales Optimization: Upselling, Down-selling, and Cross-selling
A good salesperson never wants to leave their customer without making the best sale they can. So you need to learn the art of the upsell. And, for that matter, of the cross-sell and the down-sell.
Curated Video
The Complex Sale: 101
Complex Sales are, by nature… Complex. And that means this is a big topic. In the late 1990s, I went on a 2-day course, so this video is, necessarily, the 101 version of what has stuck with me.
Curated Video
What is Market Research? The Five Types, and a Basic How to...
Market research is the process for understanding the customers’ responses to a new service or product, by working directly with potential customers. Market research allows a company to discover who its ideal customers are and get...
Curated Video
What is Public Relations (PR)?
How can your organization build the reputation it chooses? What it does and how the media represent it are important. So is advertising. But one way combines authenticity and control: good Public Relations, or PR.
Curated Video
Organizations as Processes: Understanding an Organization as a Set of Processes
One way to understand the nature of an organization is as a process (the other is as a structure). In this video, we look at Organizations as Processes
Curated Video
What is a Brand Strategy?
A Brand Strategy is a long-term plan for the evolution of a successful brand and the growth of its brand equity.
Curated Video
What is Market Segmentation?
Every buyer is unique. But, in most industries, it is impossible to target marketing at individuals. So, instead, we identify broad classes of buyers who share within the class a set of needs and buying preferences. Identifying those...
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Marketing Mix: Place and Distribution Channels
In our video on Marketing Mix, one of the 4 Ps was Place.
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Marketing Mix: The Fifth P - What is Positioning?
In our video on Marketing Mix, I identified Positioning as, perhaps, the most important of Jerome McCarthy’s omissions from his original 4 Ps of Product, place, Price, and Promotion.
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Seth Godin: What are Tribes?
Seth Godin is a marketer and a communicator. And, in 2008 he tapped into the emerging Zeitgeist, with his book, ‘Tribes: We Need You to Lead Us’. (https://geni.us/ugCQ0).
Curated Video
What is Remarketing? (or Retargeting)
Have you ever been wandering about the internet and been surprised to find adverts for products you recently looked at? If you have, welcome to remarketing. Maybe you looked at an online product and then, later that day, saw a discount...
Curated Video
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
I guess the first question a business should be asking is ‘do I need an advertising agency?’ However, if the answer is ‘yes’, you’ll need to know what advertising agencies do, how to select one that’s right for you, and how to prepare a...
Curated Video
The Creative Process: Developing, Writing, and Producing an Advert
Developing, Writing, and Producing an Advertisement involves a large creative team of creative thinkers, copywriters, designers, producers, editors, and many more. What are the main steps in the creative process?
Curated Video
Estée Lauder: The Mother of Modern Marketing
Estee Lauder became interested in the beauty products business as a child. But, it was her marketing strategies that single out her genius. The things she did in the late 1940s still seem fresh and modern. That’s why I call her the...
Curated Video
Philip Kotler: The Father of Modern Marketing
People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague...