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Offline Persuasion

FutureNow Post
Wednesday, Mar. 28, 2007 at 7:02 am

Are Websites Just for ECommerce?

March 28th, 2007

storefront.jpegThis past weekend, I had the pleasure of presenting a seminar on the topic of marketing to women, to the National Association of School Music Dealers. During the segment on the importance of effective websites, a participant raised his hand. “We don’t have e-commerce on our website,” he said. “If we’re not selling online, is it really important to invest in a good website?”

I could have given several answers, but with limited time, I simply presented him with one statistic.…

...continue to read "Are Websites Just for ECommerce?"

FutureNow Post
Friday, Nov. 10, 2006 at 12:26 pm

Change Your Business’ Lifestyle

November 10th, 2006

I recently finished the last of what seemed like endless trips for my promotional book tour. Many people came up and said, “You look good. What did you do to lose all that weight?” For years, I’d tried everything to lose weight. But this time my motivations and actions were different.

My elder brother and business partner, Jeffrey, had an executive physical. He was warned that travel, 16-hour days, stress, restaurant food, and the rest of his lifestyle were taking their…

...continue to read "Change Your Business’ Lifestyle"

FutureNow Article
Sunday, Oct. 15, 2006

Online Planning for Offline Results

October 15th, 2006

Your online persuasive process can help fuel offline sales as well.

Let’s pretend for a moment that your analytics reports are lying to you. (It’s nothing personal; they just don’t always see the big picture.)

Now think about a few key questions: Do you know what percentage of online visitors your business converts into offline customers? How many offline sales have you lost from bad online experiences and vice versa? How depressing and/or exciting would it be if you could accurately measure…

...continue to read "Online Planning for Offline Results"

FutureNow Post
Thursday, Oct. 12, 2006 at 1:06 am

The Cat Whisperers

October 12th, 2006


You’ve seen Cesar Millan, the infamous ‘dog psychology’ dude.  Cesar works miracles with unruly canines in 24 short minutes on the National Geographic Channel show "The Dog Whisperer". 

Now meet Bryan and Jeffrey Eisenberg, the Cat Whisperers.

The authors of "Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing" have set forth an intriguing set of principles which they call Persuasion Architecture. The formula is not for the faint-hearted — it involves hard work to navigate a…

...continue to read "The Cat Whisperers"

FutureNow Post
Wednesday, Oct. 11, 2006 at 1:41 pm

Utterings of the Truly Desperate

October 11th, 2006

Insideadnaus_1From USA Today "Product Placement – You Can’t Escape It"….

"Marketers are saying, ‘We must be more innovative — to zig when others zag,’ " says Richard Notarianni, executive creative director of media at ad firm Euro RSCG.

"The industry is desperate to find clever ways to reach people, whether or not it has any legitimate value. … When someone says, ‘Let’s put advertising in bathroom stalls,’ another says ‘That’s great. It’s a captive audience.’ "


No space is too odd. US…

...continue to read "Utterings of the Truly Desperate"

FutureNow Post
Tuesday, Oct. 3, 2006 at 10:12 pm

The Future of Consumer Research

October 3rd, 2006

No sooner than Jeffrey Eisenberg posts his rant about the state of consumer surveys do we get another authorative glimpse into the future of research from our brilliant strategic partner Michele Miller.  Check out what she writes over at Inc.

Companies like Yahoo (NASDAQ:YHOO), Pepsi (NYSE:PBG), and Best Buy (NYSE:BBY)  now realize the methods they used to mine  for information in the past were often unproductive and inefficient. The pressure-cooker atmosphere of a group of strangers in an unfamiliar setting, combined with…

...continue to read "The Future of Consumer Research"

FutureNow Post
Friday, Sep. 29, 2006 at 4:07 pm

Internet Killed the Radio Star?

September 29th, 2006

Antique_radios_25Contrary to popular belief radio is not dying. It is, however, changing drastically.  What we are witnessing is the medium of ‘audio broadcasting’ being molded and morphed at the hands of a populice in more control of their choices.

Radio isn’t radio anymore, it is now ‘terrestrial’ radio and it sharing more of it’s audience (and revenue) with it’s offsping; internet radio, podcasting, and satellite radio. 

Even as the populice is having influence on the radio universe many broadcasting sites remain…

...continue to read "Internet Killed the Radio Star?"

FutureNow Post
Thursday, Sep. 14, 2006 at 3:29 pm

Creating A Customer Experience – The Online Advantage

September 14th, 2006

Househomebaseball2mmmI just ran across this article at USA Today.

Retailers know how you’ll approach a store, where you’ll hesitate, how to affect your mood, how to pique your desires, how to play to your aspirations. Everything in a store, from lighting to floor color to music to how goods are displayed, is meant in some way to get you to not just shop, but spend.

"It’s like a Broadway musical," says Deborah Mitchell, a marketing expert at the University of Wisconsin. "Nothing was…

...continue to read "Creating A Customer Experience – The Online Advantage"

FutureNow Post
Friday, Jul. 21, 2006 at 10:12 am

Three Steps to Creating Better Category Pages

July 21st, 2006

You step into a garden-variety department store.

Today, you’re purchasing a burgundy leather belt. You orient yourself; you scan for visual cues that may steer you in the right direction. Hanging from the ceiling in the far corner of the store is a sign that reads “Footwear.” You start in that direction.


Continue reading my column at ClickZ…

...continue to read "Three Steps to Creating Better Category Pages"

FutureNow Post
Saturday, Jul. 8, 2006 at 12:54 pm

Customer Retention Strategy

July 8th, 2006

Everyone knows it’s cheaper to keep a customer you already have than it is to earn a new one.

For many businesses customer retention is key to profitability.

So when I ran across this potent customer retention tactic the other day, I had to share it with you.


...continue to read "Customer Retention Strategy"

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