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Marketing

  • B-to-I? Redefining Your Client’s Buying Criteria

    By Kevin on April 8, 2011
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    This week’s edition of Bloomberg Businessweek has an article about magazine publisher, Richard Beckman, and his efforts to revitalize The Hollywood Reporter, Adweek and other media properties. I read with interest and some amusement how Beckman says he invented the term “B-to-I”. Most are familiar with the term B-to-B...

  • 6 Steps to Becoming a Trust Agent

    By Kevin on December 3, 2010
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    I recently picked up and re-read Trust Agents by Chris Brogan and Julien Smith. I read it when it first came out in 2009, but its importance has only grown in the last year. It’s funny because when Trust Agents came out I was just embarking on my own...

  • Be Accessible

    By Kevin on November 29, 2010
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    I wrote in a previous post about how one venture capitalist, David Aronoff, invites strangers to meet with him on certain days. Similarly, I was blown away the day before Thanksgiving when marketing guru, Jim Kukral, sent out a blast email inviting people to call him and ask him...

  • By Kevin on October 2, 2010
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    The philosophy behind much advertising is based on the old observation that every man is really two men–the man he is and the man he wants to be. –William Feather

  • There are only two ways to sell more stuff

    By Kevin on August 23, 2010
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    Everybody wants to sell more stuff—especially in this economy. It’s not complicated–you only have two options: 1) Sell new stuff to existing customers 2) Sell existing stuff to new customers So you have to make a choice. Do you want to find new people to buy what you have,...