Tag Archives: media

Marketing for Trust

Why are car dealer commercials so crappy? I’m not talking about the manufacturers’ ads. Those cost millions and have big-name professional spokespeople. The regional marketing association ads aren’t quite as flashy, but Ford Truck Month or End of Year sales for the … Continue reading

Posted in Customer Relations, Marketing, Marketing and Sales, Sales | Tagged , , , , , , , , , | 3 Comments

3 Responses to Marketing for Trust

  1. jim marshall says:

    There may be merit to what you claim as to earning trust by doing what everyone else does. But I believe you might also be passed over….similar to a billboard that is there everyday but becomes so much a part of the landscape it isn’t noticed. Being different can at least get you noticed…then it is up to you and your message to earn trust.

  2. All true, but this is mediocrity. Maybe there is another way as video has become so much more accessible. https://www.youtube.com/watch?v=ZUG9qYTJMsI

  3. John Hyman says:

    The goal of marketing is to establishing top of mind awareness- the kind of awareness where the target audience thinks of your brand before they open their browser. So if the target audience cannot tell the chaff from the wheat because everything looks and feels the same, the marketer is placing the fate of his/her marketing budget on search engine results. Or playing a huge timing game.

    The real reason automotive dealerships (as only one of many examples) fall into the same tired marketing rut is because it’s human nature to stick with what you’ve always done. They continually rely on marketing agencies with a specialty in their space, instead of seeking out an agency with a fresh point of view; it’s comfortable, and seemingly low risk because, well, they are rich and it’s gotten them to this point, hasn’t it?

    Besides pioneering something new is risky… and change is scary. (Insert Einstein’s most famous quite here).

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Is Uber Really Disruptive Technology?

I attended a technology awards event a few nights ago. The speaker extolled technology as the engine of change and economic development, while attendees posted pictures of each other for the Pinterest feed on the screens to either side of … Continue reading

Posted in Business Perspectives, Economic Trends, Marketing | Tagged , , , , , | 2 Comments

2 Responses to Is Uber Really Disruptive Technology?

  1. David Basri says:

    I am generally in agreement with Awake at 2 O’clock articles, but respectfully disagree with this one. What Uber has done is clearly disruptive to the traditional taxi industry. Previously the only phone number that would connect someone who wants a ride with someone who could provide one, was to a taxi company. Taxi company are a silo or vertical business model. Uber, and the other ride-share companies, have made it much more horizontal. The barrier to becoming part of a ride-share fleet is very low.

    John correctly identifies that as a serious issue that will need to be dealt with. The barrier is very low and government is largely out of the dynamic (which is both good news and bad news). Of course one could argue that it is a classic case of a consumer accepting increased risk in return for decreased cost. The industry will have to evolve to deal with the issues, but it has pretty clearly been a disruptive shift in a long’standing business model.

    • John F. Dini says:

      Thanks David, but I still don’t see how Uber inherently does more than a taxi company (match people wanting a ride with affiliated drivers who are willing to do so for pay.) Some folks read my article as an argument against Uber. Not at all. I’ve used the service, will again, and think it is terrific. The artificial market constraints of medallions that cost hundreds of thousands of dollars in return for a middle-class wage should be removed. Uber is shaking up the industry, and I applaud them. Like you, I worry about the impact of claiming a right to work outside the public safety system. Working outside other regulations that exists merely to stifle competition? Go for it!

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Google, SEO and the Yellow Pages Game

When the Yellow Pages were a primary source of advertising for small businesses, they had a nifty sales technique. If an advertiser was doubtful about the value of an ad, their sales rep would offer a special telephone number to track how much business … Continue reading

Posted in Customer Relations, Entrepreneurship, Marketing, Marketing and Sales | Tagged , , , , , | 2 Comments

2 Responses to Google, SEO and the Yellow Pages Game

  1. Ray Walker says:

    Perceptive & so true

  2. Todd Marquardt says:

    Well done sir. Thank you for looking out for small business. Every dollar counts for us. We don’t have the luxury of throwing good money down the drain.

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The Tyranny of The Bad Customer

“The customer is always right,” or at least that’s what most business owners profess to their employees. We post it for all to see. “Customer satisfaction is job one.” “Our boss is the customer.” The most important person in our … Continue reading

Posted in Customer Relations, Entrepreneurship, Marketing, Marketing and Sales | Tagged , , , , , , | 1 Comment

One Response to The Tyranny of The Bad Customer

  1. This is a great article and absolutely accurate! I represent a number of small to medium business owners and have owned businesses for many years and I find the credibility associated with online ratings to be quite shocking. As the owner of a law firm I continually stress about having a client get angry about a result in court one day and write a nasty online review the next, especially on a site that doesn’t allow users to delete reviews.

    I have one client in particular that has had to reinvent and re-brand his business a few times because of online reviews and another client that was the victim of a consumer complaint site and is spending thousands of dollars trying to resolve the claims, most of which are wholly unfounded. Yet another client had the ex-husband of a girl he went on a few dates with post that he was a pedophile and claim that his business utilized fraudulent practices and was being investigated. Sadly, those posts will probably never come down because no one wants to spend thousands of dollars suing someone who will fight a silly fight and declare bankruptcy at the end of it all. Unfortunately for one of my client’s ex-employees, he is willing to spend any amount of money to get her to remove comments she made online after he fired her.

    I would be surprised if employees or employers have analyzed the potential liability associated with posts and responses, or really any content they put online about another person. It is my opinion that most businesses should have new-employee trainings about this topic so as to avoid future problems.

    Business owners certainly do not often consider the impact online reviews can have on the sale of their businesses. Buyers can decrease the purchase price substantially if they have to fight bad reviews because getting enough good reviews to offset one bad review is time consuming and costly. Whether or not the review actually impacts the business is irrelevant in negotiations because a seller can’t really prove otherwise.

    Something new that is happening in the law is the use of reps and warranties associated with goodwill and how future reviews impact present covenants. We will be seeing a lot of litigation in the future over poorly written or understood reps and warranties in purchase agreements.

    Great article John!

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2014 Outlook: Are We There Yet?

“The only thing we have to fear is fear itself.” Franklin Roosevelt’s inaugural address on March 4, 1933 was an early recognition of the power of consumer confidence in bolstering our economy. In 1933 The US GDP was falling to about … Continue reading

Posted in Business Perspectives, Economic Trends, John's Opinions, Politics and Regulation, Strategy and Planning | Tagged , , , , , , , , | Leave a comment

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