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	<title>Nate Riggs Blog &#124; Content Marketing and Social Media for Business &#187; Brand</title>
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	<description>Content marketing and social media for business. Blogging and online community management tips.</description>
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		<title>Marketing Case Study: How Logitech Wins a Moment of Truth [VIDEO]</title>
		<link>http://www.nateriggs.com/2012/05/23/case-study-logitech-win-the-moment-of-truth/content-marketing-agency</link>
		<comments>http://www.nateriggs.com/2012/05/23/case-study-logitech-win-the-moment-of-truth/content-marketing-agency#comments</comments>
		<pubDate>Wed, 23 May 2012 15:00:00 +0000</pubDate>
		<dc:creator>nateriggs</dc:creator>
				<category><![CDATA[Brand Experience]]></category>
		<category><![CDATA[Business]]></category>
		<category><![CDATA[Case Studies]]></category>
		<category><![CDATA[Brand]]></category>
		<category><![CDATA[Communication]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[moment of turth]]></category>
		<category><![CDATA[package design]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[zero moment of truth]]></category>
		<category><![CDATA[ZMOT]]></category>

		<guid isPermaLink="false">http://www.nateriggs.com/?p=10577</guid>
		<description><![CDATA[The illustration you above comes from the folks at AgileMarketing.net and their post on Google&#8217;s ZMOT eBook. It cleanly highlights three different moments of truth in the customer experience for any brand. These moments occur at the time when a consumer has the most personal and intimant experiences with your product or service. In ZMOT, Google argues that, as a result of the socialization of the web and the explosion of mobile technology, there is a now a forth moment in the mental marketing model.  The Zero Moment of Truth or &#8216;ZMOT&#8217; as Google has branded it, gives brands the opportunity to win or loose the favor of a customer at the time when shared online content that reflects the attitudes of their peers towards the product or service under exploration is consumed. Because of technology, the consumption of that peer information can now happen at any time, and at any location. Whether or not you believe the additional moment is a legit addition to the mental marketing model (I do indeed), trust me when I say this &#8212; winning each moment of truth is absolutely critical to the long term survival of your business. Failure to win may cause your customers to simply move on to the next brand competing for their attention. Marketing Case Study: How Logitech Wins a Moment of Truth nateriggsLike what you just read and want to get my posts delivered to your inbox? SUBSCRIBE HEREMore Posts Follow Me:A Case Study in How To Dreadfully Screw Up a Scarcity Play via Email (27)On Cheapening Your Brand (22)A Modern Approach to the Facebook Timeline (21)]]></description>
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		<title>A Case Study in How To Dreadfully Screw Up a Scarcity Play via Email</title>
		<link>http://www.nateriggs.com/2012/02/20/a-case-study-in-how-to-dreadfully-screw-up-a-scarcity-play-via-email/content-marketing-agency</link>
		<comments>http://www.nateriggs.com/2012/02/20/a-case-study-in-how-to-dreadfully-screw-up-a-scarcity-play-via-email/content-marketing-agency#comments</comments>
		<pubDate>Mon, 20 Feb 2012 15:00:00 +0000</pubDate>
		<dc:creator>nateriggs</dc:creator>
				<category><![CDATA[Brand Experience]]></category>
		<category><![CDATA[Business]]></category>
		<category><![CDATA[Brand]]></category>
		<category><![CDATA[cialidini]]></category>
		<category><![CDATA[Communication]]></category>
		<category><![CDATA[email marketing]]></category>
		<category><![CDATA[influence]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Relationships]]></category>

		<guid isPermaLink="false">http://www.nateriggs.com/?p=9500</guid>
		<description><![CDATA[The guy you&#8217;ll read about below is absolutely doing everything 100% wrong. I could have used more colorful language to highlight that point, but I&#8217;ll keep it friendly for the kids. In all honesty though &#8212; case study examples like this make me feel the need to put on my angry face. The Scarcity Play In his best selling book, Influence: The Psychology of Persuasion, Dr. Robert Cialdini cites a total of six valuable principles that people can use when trying to influence other people towards any given outcome. His ideas apply not only in business, but also in everyday life. Trust me when I say that we are all influencers in some aspects of our lives. Whether it&#8217;s in our kids school, our community or church group or in the company you work for, you indeed posses and wield influence. Please &#8230; wield that power wisely. Cialdini highlights &#8220;Scarcity&#8221; as the sixth principle of influence. Scarcity plays to our ability to create demand for our ideas or products by making offers that are tied to some type of constraint. The constraint might be related to a limited time offer, limited quantities or any other limitation that would prevent the offer from being available to the masses. It&#8217;s a pretty commonly known tactic in marketing and it most definitely works &#8230; but only when it&#8217;s executed well. A Case Study in How To Dreadfully Screw Up a Scarcity Play via Email So as not to embarrass the sender, I&#8217;ll keep the names out of this. That said, I&#8217;ve had to fight the incredible temptation to call this guy out. Please, heed my advice &#8212; do not play the scarcity card in this way. Doing so will not only result in a failure to influence your target, but you may even end up being mocked on some guy&#8217;s blog. Here we [...]]]></description>
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		<slash:comments>27</slash:comments>
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		<title>Joe Paterno: The Tragic &amp; Swift Death of an Iconic Human Brand</title>
		<link>http://www.nateriggs.com/2012/01/23/joe-paterno-the-tragic-swift-death-of-an-iconic-human-brand/content-marketing-agency</link>
		<comments>http://www.nateriggs.com/2012/01/23/joe-paterno-the-tragic-swift-death-of-an-iconic-human-brand/content-marketing-agency#comments</comments>
		<pubDate>Mon, 23 Jan 2012 11:00:00 +0000</pubDate>
		<dc:creator>nateriggs</dc:creator>
				<category><![CDATA[Brand Experience]]></category>
		<category><![CDATA[Communication]]></category>
		<category><![CDATA[On Values]]></category>
		<category><![CDATA[Brand]]></category>
		<category><![CDATA[Good Peoples]]></category>
		<category><![CDATA[human brands]]></category>
		<category><![CDATA[Joe Paterno]]></category>
		<category><![CDATA[Joe Paterno Dies]]></category>
		<category><![CDATA[Marketing]]></category>

		<guid isPermaLink="false">http://www.nateriggs.com/?p=9296</guid>
		<description><![CDATA[I started to learn about brand early on in my career by working in a retail design agency. One of the mantras of that company has always stuck with me over the years. &#8220;It can take years for you to build a brand, and only an instant to destroy it.&#8221; Sounds pretty serious, huh. The truth is &#8230; the statement wasn&#8217;t simply a brochure scare tactic designed to make clients and prospects think. It&#8217;s absolutely true. Lasting Impressions Are Hard to Come By Joe Paterno&#8217;s death is on the mind of millions today, saddened by the news late last night that the famous JoPa had passed away from complications with Cancer.  His career and legacy at Penn State is, and shall always remain legendary. Not many coaches (or leaders in general, for that matter) have worked across generations of players, even developing father and son player legacies. Aside from the emotions shared online today by hundreds of thousands of Penn State fans, marketers will remember this nearly Shakespearean tragedy as one of the most brutal unraveling of an iconic celebrity persona in the history of human brand. Consider the timeline of major achievements and events that made up the essence of Joe Paterno&#8217;s brand as teatherd to Penn State University and the Nittany Lion football program: 1950 &#8212; Joe Paterno and is named an assistant coach at Penn State University 1969 &#8212; Nearly 19 years later as head coach, Joe Paterno hires Jerry Sandusky to be Penn State&#8217;s defensive line coach. 1983 &#8212; Penn State claims it&#8217;s first national title defeating Georgia in the Sugar Bowl. 1984 &#8212; Joe and Sue Paterno establish the Paterno Libraries Endowment with gifts totaling $120,000. 1986 &#8212; Sports Illustrated names Coach Joe Paterno its Sportsman of the Year following Penn State&#8217;s undefeated regular season. 1987 &#8212; Penn State defeats Bowling Green, staking claim [...]]]></description>
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		<slash:comments>17</slash:comments>
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