24K Marketing

Pricing Strategy Lessons From Orbitz.com: Price Differentiation and Segmentation

By Bob Clark On October 17, 2012 · 4 Comments

Guest post – By Patrick Campbell, CEO Price Intelligently In an effort to capture as much cash from their customers as possible, Orbitz.com recently implemented a “big data” strategy where Mac users visiting their site were charged more than PC users, because their thorough analysis discovered Apple’s pilgrims had a higher willingness to pay. When [...]

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Can Social Media Predict the Election?

By Bob Clark On October 15, 2012 · 1 Comment

The greatest marketing and branding show in the world is brought to us every four years in the months leading up to the US presidential election. Social media is playing a more critical role in influencing our decision for the our country’s chief executive just as it is in campaigns hoping to influence our decision [...]

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How to Write an Inspiring Vision Statement

By Bob Clark On October 3, 2012 · 1 Comment

What is a Vision Statement? A “vision” is simply a picture of the future once an organization has achieved its goals and made a meaningful difference in the lives of those it touches. Corporate vision statements are typically uninspiring and ineffective. Executives are often confused as to the purpose of the vision statement, as well [...]

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5 Steps to Finding Growth Opportunities

By Bob Clark On September 18, 2012 · 2 Comments

Most companies participate in mature categories,from a growth standpoint. Fighting the category trend to grow the brand is difficult in a mature category. Uncovering growth opportunities will be done so in very different ways than opportunities for brands in a growth category. The careful balance and application of five marketing tools can provide success for [...]

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Reputation is the Secret to Company Value

By Bob Clark On September 17, 2012 · Add Comment

Apple Inc. has become the most valuable company in the world. Its stock price indicates the company is worth over $640B– bigger than Microsoft, Google, Amazon and Facebook combined. Some analysts suggest it could go much higher. The company’s total assets are about $120B. The difference between its assets and its market value comes down [...]

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“Marketing Strategy” Needs a New Name

By Bob Clark On August 26, 2012 · 1 Comment

A good friend of mine who successfully coaches small business owners gave me a sage piece of advice: “Bob, if you are looking to attract small business owners as clients, the moment you use the words “marketing strategy”, small business owners become confused.” As I pride myself on helping companies get their marketing on the [...]

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A Consumer Insight Behind Social Networking

By Bob Clark On August 13, 2012 · 1 Comment

We often examine the marketing opportunities presented by social networks and social media. But what do social networking habits say about consumers and all of us? Are we seeking communities, friendships, and followers, or is something closer to real human nature at play? As we face our drug-like addictions to checking twitter, texts and Facebook [...]

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The Olympics Changed The Way We Watch Programs

By Bob Clark On August 7, 2012 · Add Comment

The 2012 Olympics has not disappointed viewers with memorable moments of breathtaking athletic performance. These games will also be be remembered for changing the way we watch programming. With a majority of consumers having access to mobile technology through smartphones and tablets, many, for the first time, used these devices to stream the events live. [...]

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Consumer Insight – the Key to Unlocking Growth

By Bob Clark On July 9, 2012 · 1 Comment

If a single consumer insight were able to create a $10 million business, wouldn’t every company be focusing on finding an insight? I am puzzled by this. As a commercial marketer (not a researcher) I have witnessed insights shape brands, campaigns and product development ideas, driving businesses to gain significant market share and disrupt categories. [...]

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How Well Do You Know Your Consumer?

By Bob Clark On July 5, 2012 · 1 Comment

Marketing follows a simple law – consumers purchase products that fit their needs. The better a company knows its consumers’ needs, the more likely its products and communications will solve these needs. If your company sells products or services that are ultimately purchased by a consumer, take this simple test: Rate your brand / business [...]

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Pricing Strategy Lessons From Orbitz.com: Price Differentiation and Segmentation

How to Write an Inspiring Vision Statement

5 Steps to Finding Growth Opportunities

Reputation is the Secret to Company Value

“Marketing Strategy” Needs a New Name

The Olympics Changed The Way We Watch Programs

Consumer Insight – the Key to Unlocking Growth

How Well Do You Know Your Consumer?

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