I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
Best Practices | Business to Business | Fanocracy | Marketing | New Rules of Marketing and PR | Worst Practices
It’s increasingly clear based on my years of studying fandom that people are attracted to that which is personal to them. An athletic activity, sports team, company, service, rock band, author, or idea that encourages people to be part of a tribe of like-minded people serves...
The way most marketers operate is by making stuff up. They sit in nice comfortable offices and imagine what interests buyers and then create “copy” and “campaigns” typically with the help of equally clueless agencies. But a focus on buyer personas helps eliminate this behavi...
Best Practices | Case Studies | Fanocracy | Marketing | New Rules of Marketing and PR | New Rules of Sales & Service
When you can buy most anything you want online, the retailers who serve us seem interchangeable. But they don’t have to be. Recently I placed my first order with Sweetwater, a music instrument and pro audio retailer, and was amazed by how well they treated me.
To paraphrase the Wikipedia entry, email spam is sending email that is both unsolicited by the recipient and sent in substantively identical form to many recipients. Unfortunately, way too many Public Relations people are spammers.
Advertising | Corporate blogging | Facebook | Marketing | New Rules of Marketing and PR | Social Media | Worst Practices
With the detailed revelations emerging about how the Facebook AI algorithm works, we all need to decide how much we want to rely on Facebook in our marketing.
Buyer Persona | Case Studies | Marketing | New Rules of Marketing and PR | Newsjacking | copywriting
Yesterday, Apple announced the new Apple Watch Series 7 which will be available later this Fall. Of course, this tiny computer is way more than a “watch” that tells time. Reading all the buzz about the launch got me thinking about marketing the various categories of timepiec...
Fanocracy | Marketing | New Rules of Marketing and PR | New Rules of Sales & Service | Worst Practices
What’s the deal with so many companies sending surveys after you interact with them? In the past few days, I’ve been hit up for “my opinion” from Audi, Fidelity, Hilton, American Airlines, and UPS.
The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organization as a leader. Sometimes I call this Brand Journalism.