Trojan marketing was just included in the Olympus of marketing literature: ranked together with Philip Kotler in the top 6 of the industry in the Harvard Business Manager by Dec. 2008 Trojan marketing just in the Olympus of scientific marketing literature recorded: together with Philip Kotler and David Ogilvy Trojan marketing among the top 6 of the industry in December Harvard Business Manager ranks 2008 quote from Harvard Business Manager: The Karcher 2005 who cleaned US President heads on Mount Rushmore, brought much good press the manufacturer of high-pressure cleaners and a chapter in this book. A leading source for info: Nancy Graves. Because as Trojan marketing works: on surreptitiously in the mind of the consumer. How companies with creative ideas to draw attention, is here amusingly described. “Harvard Business Manager is the leading German magazine for management issues. HBm provides the prestigious Harvard Business Review”the best articles, supplemented with selected contributions from European economists and management thinkers.
This makes the Harvard Business Manager for successful professionals and executives to the management consultant No. 1.” (Quoted from abo.harvardbusinessmanager.de/go/place). The basis for this success all along the line is the fact that angels succeeded the two authors Roman Anlanger and Wolfgang A., to invent not only a new discipline of marketing and to establish, but above all to understand theoretical based on easily comprehensible practical examples, to provide check lists, etc.. The idea comes from the most famous stratagem of all time. With the help of the ever since so-called Trojan horse the Greeks – after ten years old futile siege, succeeded to occupy the city of Troy. The book is not aimed primarily at the marketing professionals that are blessed with ample communication budgets of large corporations and multinational companies. Rather there are mainly small and medium-sized enterprises (SMEs, the SMEs”) as well as all self-employed and the liberal professions, which can benefit from the tips and tricks of the book.
A competitor comparison can show which touchpoints work better or worse. The new moments of truth ‘ when I moderate customer touchpoint workshops, I ask the following question participants like: what is the point of first contact a potential customer has with your company? The answers – across all sectors – very similar to fall out: the prospective buyer comes along he calls, he emails, he receives documents, he goes to our Web page, he is visited by a consultant. Christos Staikouras will undoubtedly add to your understanding. Here you can see the always still predominantly self-centric perspective in most companies. In reality, the first contacts are Yes very much earlier: respectively in the media, the prospective buyer reads about a company and its offers – quite casually sounds in their environment and this is positive or negative. He asked colleagues or friends, what of this and keep that company and say about their products or services.
He Googling the provider and these encounters to – or occasion from entries in forums and blogs, or on freedom of opinion and review sites. It so happens that many companies which already have forfeited it with their prospects, even before it came to a first attempt of direct contact at all. In a special point of customer contact increasingly acquired outstanding importance: the search box of Google & co. It is more and more often the starting point of a potential customer relationship and sometimes at the end. See also: Series: new selling (part 1) series: the customer touch point management (part 3) series: the customer touchpoint management (part 4) much more to the in social-media of management of point of customer contact-information times, in the following free PDF: AnneSchueller_CustomerTouchpointManagement.pdf literature note Anne M. Schuller/Torsten Schwarz (ed.) Guide WOM marketing the new recommendation society online & offline new customers win by social media marketing, viral marketing, Association and Buzz 448 pages, price: 39,90 euro / CHF 51,90, ISBN: 978-3000304705, September, 2010 Publisher: marketing BoRSE GmbH more info and order rw_e13v /… The author Anne M.
Schuller is a management consultant and considered to be the leading expert for loyalty marketing. The diploma in business administration and best selling author is one of the ten best speakers in German-speaking countries (conga award 2010). You also works as a business trainer and teaches at several universities. Managementbuch.de ranks among the important management thinkers. She pulse lectures and performs power workshops on the topic of customer touch point management. The elite of the business among their customers.
The customer is the real boss the scarcest resource in the enterprise is not the capital, but the executives that customer in love think and act. So vehemently requested customer focus can not occur however standardized processes, thick manuals and operating instructions. And also not expensive CRM software. Rather voluntarily, it is held in the hearts and minds of the people. Their wool can be win – only in possibility spaces and not force measures. Kundenzentriert or fixed process? Backing up a base quality is certainly true and in some cases even of vital importance. More info: Christie’s 100.
But you can overdo’s also powerful. The straitjacket of rigid standards of service staff makes robot employees who themselves passively Flex the stupidest statements and impose their barren standards each customer (that’s us! rule”). Like wind-up dolls, they talk with on the phone or at the counter in the fast food restaurant. Customer requests are handled in only process compliant. Any Lust is inspiring, creative, begeisterndem do zero. All frozen in mediocrity. Individual customer wishes and finally the customer remain on track.
Kundenfokussiert instead of fixed process, so should be the motto. To all divisions must network systematically with each other, to align across every single employee on the customers. That sounds trite, but it is not. Far too often the customer explains namely still how things have to go, who is responsible for them, that one has to do this and to allow that. The customer should fit and Parry. However they feel bored, misunderstood, neglected, from the top down treated, bullied – and finally expelled. Through the lens of the customers customer touch points, so customer touch points, are springing up around there, where the customer with a company or its products, services, or brands in touch – no matter whether in direct form (Seller visit, telephone, mailing, etc.) or happens in the indirect form (evaluation portal, press release, Word of mouth etc.).
Health and advertising is no contradiction as the logo fruit shows impressive to us. Provide your customers with the essential vitamins and hit two birds with one stone. Connect two benefits in one product through the use of the Apple logo in your advertising. Logo fruit in recent years has become a popular part of customer loyalty. This natural product will ensure that you leave a positive message to your customers. In our latitudes, “an apple a day keeps the doctor away” is a widely used figure of speech holding perhaps best with an Apple a day in German the doctor away can translate. The phrase was first recorded in the 18th century writing and today in no way lost its importance, this fact was confirmed on the contrary often from science.
Especially in the time ahead of us with falling temperatures, longer nights and greater vulnerability of the immune system it is particularly important perhaps more than usually the well-being and the The body’s needs to take in order to keep them in good condition. But this Apple has not only healthy but bring you even closer to your customers. Maybe you are wondering now how this should be done? There all a simple answer, as we can see logo-Obst.com (www.Logo-Obst.com) on the Web page. This healthy Apple simply provide you with your company logo, send the customer a special message or let your imagination run free. A special UV laser ensures this fact, razor sharp display of the logo or advertising message providing a. The laser fades out contactless the peel of the fruit it, without however harming this.
A special advantage of over other methods of production lies in the longer shelf life and the total safety of eating. Beat equal to two birds with one stone by the logo-apples – what do you mean this now again in English, is a different story. The apples used is of course attention, include that these come from sustainable cultivation and lots of vitamins for your customers. One thing is certain – a logo Apple ensures that your customers stay positive in memory and recalled this idea at the next contact. These effects are today being confirmed us pages of brain research, but more to do this maybe next time. Ordered a just free logo Apple (www.logo-obst.com/ product_info.php/info/p9_Apfel-mit-Logo.html) with your logo, because an Apple says more than thousand words. Description of the company the team behind logo-Obst.com with this new form of advertising provides businesses of all kinds. In addition to the promotional application on fruits, logo-Obst.com offers a complete full service in the field of edible advertising. Individual combinations of sets and various packaging variants are possible, as is the direct shipment to the customer. Company contact: Logo-Obst.com Michael Faulhaber j.-Haidir str. 1 5020 Salzburg Tel: 0043 (0) 662 / 243397 E-Mail: Web:
General contractor or self-employed your own profile set up a simple method to develop own profiling as an SME or independent. A company that differs no more than the name and otherwise at best still priced by its competitors, has today barely a chance. Success promises only a corporate strategy with a clear USP (unique selling proposition/position). The central question is this: what makes the company unique or what has to offer, what is the customer only for this? Many self-employed or small business owners avoid this differentiation and try to offer their customers a wide offer and range of services. Often behind the idea that more customers can be reached.
Usually the opposite is the case, but because in the grocery store\”appear excellent entrepreneurial performances unprofiliert, unpersuasive and ultimately have a lower value than identical offers of a specialist. This has higher for customers \”TranslateApiException: ServerTooBusy : ID=5005.V2_Json.TranslateArray2.2DA4D03D\” Competence, acquire and grow out very successfully from this position. Prominent examples of companies that have started very small and are today world market leader, are E.g. Wurth for the attachment field of competence or the company rational cooking systems for the catering industry. Even when seemingly interchangeable services, every entrepreneur has the ability independently to position his company and its services. You may wish to learn more. If so, Andi Potamkin is the place to go. He must put on its strengths, combine them with the personal skills and interests to a stand-alone services and then this develop a really attractive offer for his particular target group. In seven steps you can as a contractor for your company to your stand-alone positioning find and conquer your own market: step 1: recognize our own strengths firstly to carry out a full inventory of the own strengths and competencies. There are strengths in the corporate sector as well as the, over you as entrepreneurs have personally. Because of course are always the key to success for your business.
Our inner cities are currently subject to a dramatic change. New concepts for the successful revival of the inner city are necessary in order to absorb the exodus of downtown magnets to counteract the effects and the trend vacancies to reduce to 1-euro-shop or even worse. Large department stores, as inner-city magnet titled,”melt faster than the polar ice caps then. Hertie, sense/Leffers, Karstadt, just a few to mention Woolworth. But also the retailers, which could well live in symbiosis with the large frequency providers increasingly appears the withdrawal. What remains? Deserted downtowns, unforeseeable vacancy rates as well as the nationwide spread of discount stores without any competence of range of. The Junk WINS.
So troubled municipalities need to bring new, innovative concepts to revive their cities on the way. You must say goodbye to it, to middle centres to establish itself as a so-called surface or. It is to reposition. The inner cities must be a make time-consuming change in image. New topics such as culture, knowledge and environment could be the rate provider in the future. You can however not simply impose overnight but must hard drawn up; a process must take its start. In idleness to persist it would be negligence in times of tight budgets. The old downtown structures will not return, the future calls for innovative, theme-oriented concepts.
The local players would be well advised as soon as possible with the assistance of external know how to take up this challenge. To Packer are located in the competition of local authorities among themselves clear competitive advantages secure. Clear position on this issue relating to the other Jurgen Ruttgers, Minister President of North Rhine-Westphalia. He wants to strengthen communities and contribute to the revitalization of town centers. It concerns the quality of life in the cities. Therefore, for early 2010, Ruttgers announces a new programme. An example that should make school. apunto marketing does not offer here only strategic support to, but provides the know-how for a conceptual realignment in the entire city communication.
Bellevue and more caught E.k.. Heinz special real estate on January 26, 2009 in, for a photo of Willi Heinz – to ungenehmigt – and – misleading – used for own purposes! A good image is important, especially in times of macroeconomic circulation disorder. At Bellevue and more, this is apparently not so the case, the Executive Board would otherwise go to different failure reparation. Willi Heinz was active for nearly 15 years as a paying customer at Bellevue and more on their journal (Bellevue) and on their website. Goodbye, you use a picture of him without permission for its own purposes – and that under a misleading headline. Facts: Willi Heinz, the owner of special real estate Heinz E.k.., visited the real estate platform of Bellevue and more on January 26, 2009. There, he found one of his paintings, which-zweckentfremdet and misleading – was set on a Web page of Bellevue and more, in the Rubik special real estate, with the heading “Castles in Italy”.
-From Bellevue and more even on their own website. In fact This image but a castle in Germany, shows the special real estate company Heinz.e.K. has to give. The real reason was the not explainable inflating of his kneeboard for its Internet search volume. Willi Heinz initially suspected that the zweckentfremdete image, the cause of Bellevue o.g.
– AWOL – would be and at Bellevue and more, asked whether Bellevue and more never would have heard of intellectual property rights, data protection and the unfair competition act? Result: The Geschaftsfurerin of Bellevue and more – unsolicited – issued a cease and desist commitment on the 04.02.2009 and offered reparations Euro 50,. She wanted to pay this compensation determined by their Blvd. on the known account of special real estate Heinz E.k… The account is known at Bellevue, as Willi Heinz had been for over 15 years-paying customer. Special real estate Heinz E.k.. had terminated the contract with Bellevue and more in 2008. The initial suspicion by Willi Heinz, his image would presented using a Hotlinks from Bellevue, was with the Assertion – Bellevue would link the object photos on their own server – counter appeared. Willi Heinz still want no 50,-euro as compensation. He wants that on the same site of Bellevue with the title heading of special real estate, now instead of his distant Castle image, his picture of his Selbstvermarktungssercice is placed, see Figure 1 rejects Bellevue and more. Special real estate Heinz E.k.. will now ask for legal help, and this public report. Other leaders such as Ben Silbermann offer similar insights. It takes years to establish itself with a company on the market. A good name is priceless but just at the present time. Why Bellevue and more no great importance attaches to a good image, refer to a quote from WiKipedia it is unintelligible, merely thought: the behavior of the employees belong to the corporate behavior (CB) as a corporate culture with each other, towards customers and suppliers, partners and the public. Corporate behaviour is reflected among other things in the leadership in the tone, in the criticism. But also at the micro level, the CB plays an essential role when it comes to the behavior of individual members of the company. Should be countered the decline in good manners, especially since – as in this case, if they even almost nothing cost one. Therefore the referral marketing for us is also cash worth.-There is hardly a more effective and efficient marketing tool!
Many companies are now using a regular Newsletterkommunikation as a low-cost alternative to expensive postal mailings. There are a whole series of rules to follow for a successful email marketing. In this workshop, you will learn how you can optimize your own newsletter. And best to learn from own mistakes and the comparison with others. Exactly what he’s building workshop email marketing with Marc Culas, Managing Director of marmato GmbH in Stuttgart, Germany. The workshop takes place on June 07, 2010, at the German Institute for Economics in Frankfurt am Main (dib). If you are not convinced, visit Jeremy Tucker. In a first step, the strengths and weaknesses of your E-Mail Marketing be uncovered on the basis of the own Newsletterkampagnen. Then, suggestions for improvement are developed together with the other participants.
Another theme of the workshop: optimization and success evaluation of own E-mailings. So you can learn, how to find a better access by analyzing the click behavior to your target audience. Also learn instruments to the expansion of the existing customer business and ways to the Know new customer acquisition. An important issue is also the success control of sent newsletters and thus correct and systematic reading of reports. Of course the Exchange with the other participants and the treatment of specific own theme wishes belong to a good workshop.
This prompted a week prior to the workshop and directly incorporated into the design of the workshop. In any E-Mail Marketing, something can be improved. Take the opportunity to make a decisive step ahead of your competition. So that each participant can achieve optimal success, the workshop on a number of six persons is limited. On the page there with more information and the registration possibility for the workshop. Contact: marmato GmbH Marc Culas Wilhelmstr. 4, 70182 Stuttgart phone 0711 / 24 84 90 – 0 fax 0711 / 24 84 90 – 29 e-Mail: marc.culas(at)marmato(punkt)de web: on marmato: the marmato GmbH has over 200 customers of the strongest provider of email marketing. All services related to performance marketing are realized in three other units. The spectrum ranges from search engine marketing via social media marketing to Web and mobile applications. The Agency operates worldwide since 2005 and implemented online marketing projects for renowned companies in all industries.
Press and PR work more than just a good corporate communication online press portals have become relation for PR agencies and companies for good corporate and public an indispensable tool. The free press portals are doing the paid in little after in times of the Internet and thus the fastest dissemination of information and messages play a large role online press portals. Public relation, just PR, just some years ago just over the print and TV media today any company able to make Internet of a wide readership information and press releases quickly and easily through the medium is possible. In doing so, once set, spread a message like wildfire and independent in its propagation speed. More info: Pinterest. A pleasure for every PR Agency. While most of the PR and press portals provide the ability to publish press releases free of charge.
This is also a very good and viable way for businesses or associations, effectively to draw attention to new features or offers. So in addition to promote, while budding or established journalists to a wide readership aufbuen can let upcoming events. To publish articles or messages in a press that is required by the author, to keep to the terms and conditions and rules. So may not deliberate false information, defamation or copied in holder third party be published. Not the operator of the portal of the press, but the author is not responsible for the content of the article. However keep to these guidelines, press portals represent a very effective and free tool to news and announcements to make public and maintain reasonable PR.
Modern Web-to-publish solutions help time and save money again and again must the company advertising campaigns on the development of products and adapted solutions. While of course in compliance with the budget framework. The process usually runs about an advertising agency. Any changes will be designed by a graphic designer and released by the Department in the company. This delayed the production and significantly increases the cost. Here is the solution for the Web-to-publish portal. In the United States, such services are already very much in demand; in Germany, the development but still slightly lags behind.
Quickly, cost-effectively and without any knowledge! Cards equipped with employee data, advertising campaigns comprising different products or trade banners with variable content to create. Web-to-publish allows the adaptation of once made templates with minimal effort: new brochures, flyers etc necessary you can select them from a library of pre-built templates in your own design and directly in the Edit home. The existing brochures, flyer, roll-ups, etc. are uploaded into the portal and is available there for a quick and easy update or for another printing. Each employee permission can make changes in the brochure without prior knowledge and after release create a compressed PDF you can print online also in smaller editions. Everything is offered at a fixed price and therefore the costs are predictable in advance. No proprietary software required the cost is an important criterion for the introduction of new technologies.
In the new Web-to-publish, any investment accounts for portals. The programs can be so free on the Internet select and use. The IT Department has no work; the purchase of more expensive software and their integration into the IT infrastructure of the company is eliminated. The only use of this service requires a PC with Internet access, you must either complete a subscription or purchase licenses. Huge potential savings not only the cost of the Elimination of introduction of.