The Rouser Manifesto 2019

The Rouser Manifesto 2019

Rather than featuring a book in this post, I have selected a paper written by the team at the Swedish marketing firm Rouser.  The Rouser Manifesto takes a big-picture perspective on marketing effectiveness, calling out the problematic trend of focusing solely on short-term return on marketing investment (ROMI) while eroding brand equity.

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Restaurant & Bar Marketing

Restaurant & Bar Marketing: The No Bullshit Guide to Improving Guest Counts

by Erik Shellenberger

Erik Shellenberger cuts through the hype and tells you what really works—and what doesn’t—to bring more customers into restaurants and bars. Before getting into the tactics, he presents his ocean versus fishbowl concept.

The fishbowl includes people who follow you on social media, who subscribe to your email list, etc. “The ocean—NOT the fishbowl—is where you improve guest counts… People who have no idea you exist. People who are looking to branch out and try new places to eat and drink in their home city… The tourist economy is almost exclusively an ocean environment. It includes the person using Google or online reviews to find a business like yours.”

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Story Mythos: A Movie Guide to Better Business Stories

Story Mythos: A Movie Guide to Better Business Stories

by Shane Meeker

“People are inspired and moved by stories…Story is about human emotions… Stories de-commodify your brand/product.” The premise of this book is that the same principles used by Hollywood filmmakers can be used to develop powerful brand stories. The author is the company historian and corporate storyteller at Procter & Gamble.

“What are your most powerful company stories, and how are you using them to inspire your people? How do you explain your purpose through different stories? What stories best demonstrate your company beliefs? How are you documenting and protecting the stories that matter? … How can you use a story to demonstrate a company’s culture?”

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BadMen: How Advertising Went From a Minor Inconvenience to a Major Menace

BadMen: How Advertising Went From a Minor Inconvenience to a Major Menace

by Bob Hoffman

In this concise, informative, hilariously irreverent, and brutally honest book, former advertising agency CEO Bob Hoffman explains why ad tech is bad for advertisers, publishers, and consumers. He also calls on advertisers to stop enabling this menace.

“Surveillance marketing is powered largely by advertisers through the tracking of our movements on the web. This is called ‘ad tech.’”

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101 Things I Learned in Advertising School

101 Things I Learned in Advertising School

by Tracy Arrington with Matthew Frederick

“To some, advertising has no soul, no center… It’s the art of lying.” Advertising executive Tracy Arrington writes, “I would argue the opposite. Advertising is the art of telling the truth. An ad campaign succeeds when it brings forward an embedded truth—about the product or service, our needs or idiosyncrasies as consumers, our daily foibles, or the fixations and biases of our culture. An ad campaign resonates when it shows us, at some level, who we are.”

Here’s a sampling of the expertise shared by the author.  Continue reading “101 Things I Learned in Advertising School”

Don’t Sell Me, Tell Me

Don’t Sell Me, Tell Me: How to use storytelling to connect with the hearts and wallets of a hungry audience

by Greg Koorhan

Greg Koorhan’s main message is to “stop sounding like everyone else and tell your own, unique story.”

“A study by the Emory Institute in Atlanta… found that just thinking about an action triggers the same emotional and sensory area of the brain that performing the action does… So by telling a story associated with you or your business, you can trigger the emotions that make your customer feel, even for a brief moment, as if they’ve experienced the same benefit… Assuming it’s a good experience, don’t you think they’ll want more?”

“When looking at data, the language areas of the brain light up, but not the emotional and sensory areas. These areas are triggered only by stories. This means that your story can engage your audience in ways data can’t… When data and stories are used together, audiences are moved both emotionally and intellectually.”

“Your Story IS Your Brand… Your brand is actually tied closely to your values. And by nurturing your values, you develop a theme. And out of your theme grows your story… Start with your values, then your theme, character archetype and emotional tone. Once you’ve got the elements of your story in place, your entire marketing and advertising platform can grow out of it.”

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Everyone’s a Critic

everyones-a-critic

Everyone’s a Critic: Winning Customers in a Review-Driven World

by Bill Tancer

I must admit that I approached this book with a certain bias.  Having read a lot of Amazon reviews, it becomes apparent there are a lot of games being played in the world of online reviews. Bill Tancer acknowledges the shenanigans, but focuses on using customer reviews to drive revenue and to provide competitive intelligence.

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One Little Spark

one-little-spark

One Little Spark! Mickey’s Ten Commandments and The Road to Imagineering

by Marty Sklar with introductions by Richard M. Sherman and Glen Keane

Marty Sklar was hired by Walt Disney in 1955, prior to the opening of Disneyland. He rose through the ranks to president of Imagineering, the group responsible for Disney’s theme parks worldwide. He retired in 2009 after a 54-year career with the company.

The first part of the book explains Mickey’s Ten Commandments, guiding principles developed by Sklar in 1983. The second half of the book consists of career advice from 75 Imagineers. The most prominent recurring theme in this book is storytelling. Continue reading “One Little Spark”

Traction: A Startup Guide to Getting Customers

traction

Traction: A Startup Guide to Getting Customers

by Gabriel Weinberg and Justin Mares

“Almost every failed startup has a product. What failed startups don’t have are enough customers.”

“Traction is a sign that something is working. If you charge for your product, it means customers are buying. If your product is free, it’s a growing user base.” Gabriel Weinberg and Justin Mares draw from their own startup experience as well as interviews with some 40 other founders and marketing experts. The book starts with five foundation chapters followed by chapters explaining each of the 19 traction channels.

PayPay founder Peter Thiel says, “It is very likely that one channel is optimal. Most businesses actually get zero distribution channels to work. Poor distribution—not product—is the number one cause of failure.” Continue reading “Traction: A Startup Guide to Getting Customers”

Outside In

outside-in

Outside In: The Power of Putting Customers at the Center of Your Business

by Harley Manning and Kerry Bodine

“Customer experience is how your customers perceive their interactions with your company. Once you understand that, you can manage your business from the outside in… To achieve the full potential of customer experience as a business strategy… you must manage from the perspective of your customers, and you must do it in a systemic, repeatable, and disciplined way.”

The benefits of providing exceptional customer experience are “higher revenues resulting from better customer retention, greater share of wallet, and positive word of mouth, plus lower expenses due to happier customers who don’t run up your service costs.” One example from the book is a $1.7 billion per year savings in customer service costs and bill credits as a result of Sprint simplifying its confusing plan options. Continue reading “Outside In”