Interact with Customers in Real Time to Boost Satisfaction & Repeat Purchase

It’s good to ask your customer how was everything. It’s so much better to ask how is everything.

Learning in real time enables you to receive and process customer feedback so you can act and influence the outcome.

The team at the Hilton hotel in Fort Collins, CO embraces this philosophy. They reached out to me before and during my recent visit. Continue reading

Topgolf Provides Marketing Inspiration. Fun Entertainment. And Even Practice If You Want It.

Topgolf is a marketing story.

It’s a cool example of being able to think creatively and reimagine a commodity activity.

Consider: a golf driving facility where nearly half of its customers play regular golf once or less per year! If that makes no sense, it’s because Topgolf is something completely different.

The team behind Topgolf took an existing, mature business (golf driving range practice) and transformed that into a new business concept that’s a fun, social, entertainment experience. With a much broader customer base. And with much greater revenue potential.

Credit: Topgolf

Credit: Topgolf

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Free Supermarket Turkey is Easy. Donating is Harder. Why?

Free turkey promotions are common at USA supermarkets leading up to the Thanksgiving holiday. But something’s missing: providing shoppers with an easy donation option.

I was next in line at a ShopRite supermarket the other day when the woman in front of me asked the cashier/bagger team: Is there a way to donate my free turkey?

ShopRite Free Turkey Promotion

Credit: ShopRite

What a great question, I thought. And missed opportunity – to foster a charity spirit and help those less fortunate at a point in time. Continue reading

Smart Differentiation Powers Wholesale Fish Purveyor

You wouldn’t expect to hear “differentiation” and “wholesale fish” in the same sentence.

Until now.

Credit: Red's Best.

Credit: Red’s Best.

Boston entrepreneur Jared Auerbach created a company that brands wholesale fish under the Red’s Best name. He’s combined brand management, technology, a keen understanding of end users and storytelling to craft his go-to-market business strategy: Continue reading

How ESPN’s College Football Megacast Can Impact Your 2016 Marketing Plan

ESPN offered 15 different viewing and listening choices for the 2016 college football championship game last night.

Read on for six business and marketing lessons of Megacast.

What Is Megacast

In addition to its flagship channel, college football fans, general sports fans and the media-technology-curious were able to explore other game experiences across ESPN’s television network, on radio, and/or mobile via the Watch ESPN and ESPN apps such as:

  • Film Room, ESPN Voices, Homer Telecast, Spider Cam, Pylon Cam and more.

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Why ESPN Does Megacast

First, it’s about engaging with the customer. This is a core part of ESPN’s marketing and programming strategy.

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