What to Learn from Lowe’s Relationship Marketing Mistakes

Today, Lowe’s drew the short straw for my latest relationship marketing case study. I chose Lowe’s because it is a retailer that I spend a lot of time in — second only to the grocery store. Plus, I noticed some areas of opportunity. Even if your business isn’t in the home improvement industry, I’ve included relationship … Continue reading “What to Learn from Lowe’s Relationship Marketing Mistakes”

How to Hire & Get the Most from Your Content Marketing Firm

You’re sold on the idea of content marketing — that is, developing strategic, relevant content that provides value to your audience while driving a call to action. You know that it’s the right strategy for your business. You’re ready to put funding behind it, but maybe aren’t sure where to start, what it will really cost, or … Continue reading “How to Hire & Get the Most from Your Content Marketing Firm”

The 3 Types of Marketing Customers Love & the One They Hate

There is no perfect type of marketing. Either customers really love it, but marketing teams hate it. Or marketing teams love it, but customers hate it. Which marketing approach is the lesser evil… One that is so insanely expensive to sustain over any length of time, that only super brands such as Apple, Nike, and … Continue reading “The 3 Types of Marketing Customers Love & the One They Hate”

Brainstorming: You’re Doing it Wrong

If it makes you feel better… I was doing it wrong, too. If you want a ton of really great ideas, cancel your upcoming brainstorming session. According to several research studies, brainstorming in a group actually creates fewer good ideas. Wait. People make a living by conducting research about brainstorming? How do I get that job? … Continue reading “Brainstorming: You’re Doing it Wrong”

Immediately Increase B2B Leads with this One Weird Trick

OK, it’s not really weird or a trick. But it works. If you want to increase leads, use a straightforward description of what your B2B company does and explain how you can help me do my job better. Here is just one of many case studies that prove headlines have a significant impact on signups and leads. … Continue reading “Immediately Increase B2B Leads with this One Weird Trick”

How to Create a Successful User Experience at Your Next Live Event

Whether you are designing a website, planning an email campaign, creating a Facebook contest, or hosting a live event — you are consciously or unconsciously creating an “experience.” User experience (UX) is the multi sensory summation of every customer interaction and it can greatly impact users’ emotional reactions. I recently met Susan Bordson for coffee (thank … Continue reading “How to Create a Successful User Experience at Your Next Live Event”

How to Engage Your Users: Professional Services Bios

Most of us have experienced health clinic websites that allow you to view the photos and bios of physicians – allowing you to select a doctor based on whichever criteria is most important to you (e.g., specialty, years of experience). What puzzles is me is why all companies who offer professional services don’t do the … Continue reading “How to Engage Your Users: Professional Services Bios”

What to Learn from Disney’s Relationship Marketing Mistakes

I am a huge fan of product finder tools — interactive experiences that ask prospects to assess their current situation or prioritize the features or benefits that are most important to them. Product finders are a smart way to simplify complex products and services, provide superior customer experience on your website and allow your company to … Continue reading “What to Learn from Disney’s Relationship Marketing Mistakes”

How to Engage Your Users: Location-Aware Experiences

Whenever I talked about location-aware technology to clients, Olive Garden was always my go-to website to demo how this feature works. Today, I was disappointed to find that this feature no longer has a prominent call-out on its home page, and is now buried on the “Find a Restaurant” page. Boo. Before I go too … Continue reading “How to Engage Your Users: Location-Aware Experiences”

5 Ways to Improve Car Manufacturer Website Usability

For all their advancement in car safety, technology, design, and ability to make humorous commercials, car manufacturers have completely stalled when it comes to creating user-centered websites. Buying a Car Online: Not Fun Buying a brand new car was not as much fun as I thought it would be. In fact, it was decidedly un-fun. … Continue reading “5 Ways to Improve Car Manufacturer Website Usability”