24K Marketing
RSS
  • About
  • Blog
  • Contact
  • Privacy Policy

Using the Brand Pyramid To Increase Sales

By Bob Clark On May 8, 2012 · 5 Comments
The Brand Conversion Pyramid is a powerful tool that allows consumer marketers and B2B businesses to identify growth opportunities. The Brand Conversion Pyramid is a visual representation of the levels of conversion a business has attained among its entire target group of potential customers / consumers.  The pyramid steps up from awareness of a brand, [...]
[Continue Reading...]

Is the Yearly Marketing Plan Still Relevant?

By Bob Clark On May 1, 2012 · 3 Comments
Building the yearly Marketing Plan is a methodical, plodding process that is becoming out of step with the speed at which business planning is needed. The pace of change in digital communications and consumer conversations should be forcing marketers to question the current approach. This was even a topic at the South by Southwest (SXSW) [...]
[Continue Reading...]

Employees–Your Best Marketing Communication

By Bob Clark On April 25, 2012 · 2 Comments
A company’s most powerful marketing tool can be the  employee.  Whether it is a sales associate, a customer service representative, or an internal role, the hundreds of interactions employee make each day say more about the brand, company culture and customer focus than any piece of media  will. Here is a real example.  A consumer [...]
[Continue Reading...]

Three Marketing Lessons From Dick Clark

By Bob Clark On April 20, 2012 · 2 Comments
As someone who grew up with American Bandstand, Dick Clark’s daily TV music dance party, I feel a loss at the passing of this great legend. Dick Clark turned a generation of teenagers on to the latest music and launched many musicians’ careers. While it might seem that Dick Clark’s fame is linked largely to [...]
[Continue Reading...]

Does Your Brand Have Personality?

By Bob Clark On April 5, 2012 · 1 Comment
All brands and businesses have a personality — just like people. Consumers tend to gravitate towards brands that have personalities similar to their own, or at least their aspirational view of themselves. Personality is evident in the style and tone of all communication and interaction with the consumer – from the advertising, packaging, and social [...]
[Continue Reading...]

Best Buy Problems Signal Need for New Retail Formats

By Bob Clark On March 29, 2012 · Add Comment
The lower than expected earnings news announced by Best Buy March 29, 2012, show that the retailer is having trouble.  It said it would lay off 400 workers and close up to 50 stores.  On-line retailers, like Amazon, are eating into its sales; certainly, the continuing recession isn’t helping. The company chief executive, Brian Dunn,  [...]
[Continue Reading...]

Should You Change Your Company Name?

By Bob Clark On March 28, 2012 · Add Comment
I was asked at a branding conference whether it is advisable to change the name of a business when it no longer seems to convey a strong, compelling meaning to the target consumer. While this seems like an odd question, marketers like to rename things. Brand names are names – that is all.  The power [...]
[Continue Reading...]

The Moment of Change

By Bob Clark On March 20, 2012 · Add Comment
Marketers should understand human behavior in order to be successful.  One of the best visual models I have come across is the “S-Curve”, which represents how people make decisions that involve change (like buying something they never bought before).   Decision points are the most efficient place to target a brand message – if they can [...]
[Continue Reading...]

Brands Struggle with Facebook – More Creativity Needed?

By Bob Clark On March 5, 2012 · 1 Comment
I once ran a print ad campaign for a well known household cleaning brand in a declining category.  We believed it was well targeted, had a compelling message, and the creative was well done.  The results, however, were disappointing, with little awareness or sales conversion.  The marketers blamed the creative delivery; the ad creatives blamed [...]
[Continue Reading...]

Brand Building – The Power of the Flower

By Bob Clark On March 1, 2012 · Add Comment
Summary – Brands, like people, benefit from rich relationships which are cultivated with passion and persistence. The Philadelphia International Flower Show comes to town this week (March 4 –11, 2012) and over 250,000 gardening hobbyists are expected to come to the Philadelphia Convention Center to see the amazing displays.  The theme this year is “Hawaii [...]
[Continue Reading...]
  • ← Previous Entries
  • Next Entries →
  • Follow 24K!

    Follow Us on FacebookFollow Us on TwitterFollow Us on LinkedInFollow Us on YouTube

24K Marketing

Pages

  • About
  • Blog
  • Contact
  • Privacy Policy

The Latest

  • A Simple Process For Creating a Company Name
    How do you build a name for a new company?  Few tasks in […]

More

Bob Clark is a veteran marketer with global consumer product companies. He continues to lead marketing teams at large and mid-sized consumer product companies and is interested in sharing insights regarding marketing strategy topics for practicing marketers and company leaders. Bob has also taught at Drexel University MBA program and speaks and writes nationally on marketing topics.
© 2019 24K Marketing
Build a website with PageLines