Marcom case study: the “Hyatt Shuttle” of New York’s Grand Central Station

It’s not often these days I’m stopped in my tracks (no pun intended) by an ad or related form of marketing communication. Most of them seem to fuse with the background becoming invisible in mere seconds. This week was an exception, however, and it underscores one of the core principles any marketer should keep in mind when crafting effective...

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Marcom case study: the “Hyatt Shuttle” of New York’s Grand Central Station

It’s not often these days I’m stopped in my tracks (no pun intended) by an ad or related form of marketing communication. Most of them seem to fuse with the background becoming invisible in mere seconds. This week was an exception, however, and it underscores one of the core principles any marketer should keep in mind when crafting effective...

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Engaging Influentials: Twitter and Beyond

By David Capece, Managing Partner at SparxooWith the rapid adoption of social media, we have accelerated into a network economy. In a network economy, connectivity enables value to be created and shared by network members. The larger the network, the greater the potential benefits. In the digital world, network activities take place on...

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Engaging Influentials: Twitter and Beyond

By David Capece, Managing Partner at SparxooWith the rapid adoption of social media, we have accelerated into a network economy. In a network economy, connectivity enables value to be created and shared by network members. The larger the network, the greater the potential benefits. In the digital world, network activities take place on...

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Grow or die! Product fertilizer to grow your top line

Apologies on the overly dramatic, “please-read-me!” title. I figured I’d jump into the pool with the rest of the bloggers attempting to get the attention of the 1.6 billion of you bouncing around the virtual world.Anyhow, you’re probably familiar with the phrase, “whatever stops growing eventually dies”. And, while I don’t subscribe to...

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Grow or die! Product fertilizer to grow your top line

Apologies on the overly dramatic, “please-read-me!” title. I figured I’d jump into the pool with the rest of the bloggers attempting to get the attention of the 1.6 billion of you bouncing around the virtual world.Anyhow, you’re probably familiar with the phrase, “whatever stops growing eventually dies”. And, while I don’t subscribe to...

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Show-Don't-Tell Marketing: enhance your marketing communications by using "picture-words"

"Show, don't tell!"Yes, that annoying piece of feedback you received from your your 6th grade English teacher in creative writing class is as important for marketers to practice as it is for writers of fiction.Let’s illustrate the point by looking at the following tag lines:"Use Lowenstein’s fertilizer and ensure the health & vitality...

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Show-Don't-Tell Marketing: enhance your marketing communications by using "picture-words"

"Show, don't tell!"Yes, that annoying piece of feedback you received from your your 6th grade English teacher in creative writing class is as important for marketers to practice as it is for writers of fiction.Let’s illustrate the point by looking at the following tag lines:"Use Lowenstein’s fertilizer and ensure the health & vitality...

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How to unleash the power of context and turbo-charge your marketing

There are few more powerful insights you can generate than learning the main contexts in which demand for your product/product category arises. Having such knowledge will allow you to elevate your marketing and develop deeper, more profitable relationships with your customers.------------Step 1: identify the most frequent demand contextsThe...

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Injecting some Maslow into your marketing

What would you say if I told you that just a few miles off the coast of Australia was a tiny island where a man's success was indicated by the colorfulness of his shirt? Think male peacocks or Seinfeld-as-pirate, whichever is easier to visualize.For fear of defaming the semester I studied anthropology in London, I will leave the "anthro-isms"...

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