Posts Tagged ‘Entreprenuers’

On Cheapening Your Brand

The more traditional school of marketing thought is that price cutting cheapens your brand. Maybe so. Yet, at Bob Evans, we’ve instituted a value menu for the first time in company history, driven by the needs of our restaurant guests.  That decision was not come to lightly either, but it’s working. This year, retailers everywhere relied heavily on discounting to drive sales during the holidays. Not that that doesn’t happen every year, but it was BIG in the retail recovery of 2011. Karah Joy sent me this article earlier today on how the New York Times botched a discount program by sending a 50% discount offer ment for a small list of unsubscribed readers to 8.6 million list members. OUCH! That’s a steep price cut that they may have to honor, at least for those who make a big deal out of the mistake (no pun intended). The Question for You In the wake of the disastrous economy of the past few years, can you really still cheapen your brand through discounting your products and services?  Or, is this a mechanism of survival driven by lighter consumer pocket books? Do you believe that price cutting still cheapens your brand?   nateriggsI advise mid-sized & large organizations on how to adopt and use social media to market through organizational culture and better serve their clients. I’m also a blended family dad who enjoys music, photography and distance racing. When I’m not writing here, you can find me writing over at the Content Marketing Institute. Like what you’ve read so far? Then why not subscribe HERE?Website – Twitter – Facebook – More Posts

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3 Cool Kids You Should Stalk This Week – Search Marketers Edition

I’m glad to be bringing back my cool kids series. In 2011, these posts are by far some of the most fun to write. This week we”ll take a look at some of the coolest kids I recently met while attending MediaPost’s Search Insider Summit in Deer Valley, Utah as a brand panelist on social media and search.  It was an incredible conference choc full of true forward thinkers in the space. You’ll see some more of what I learned at the show recapped this week on nateriggs.com. For now, let’s have a look at the cool kids, shall we? – @nateriggs 3 Cool Kids You Should Stalk This Week #8: Search Marketers Edition   Michael Coccagnia Twitter: N/A Google Plus: Michael Coccagnia Other: LinkedIn Stalkers Debrief: Michael is simply good peoples in my book.  With companies like Arthur Anderson, Microsoft and now Google DoubleClick in his background, he’s lived in more places around the world than most people have visited on vacations and work travel combined. He’s extremely sharp in the game of search marketing, and one of those few “left and right” brained people who can translate tech speak and engage on interesting social conversation.  If you’re thinking about exploring some work with DoubleClick in your company, definitely get in touch with Michael. He’s intelligent, fun and a genuinely down to earth guy. Aaron Goldman Twitter: @AaronGoldman Blog: GooglyLessons Other: LinkedIn Stalkers Debrief: As soon as Aaron started dropping a freestyle rap on search one night at the conference, I knew he would be a dude I wanted to stay in touch with.  Aaron is the top marketing dog at Kenshoo, an industry-leading search software company backed by Sequoia Capital and serving more big companies than you can shake a stick at. He’s also the author of Everything I Know About Marketing I Learned [...]

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