Ranjay Gulati, Harvard Business School professor and author of “Reorganize for Resilience: Putting Customers at the Center of Your Business,” on how to deliver what customers really want.
Duration : 0:10:37
New UK TV show opens up marketing channel for authors
The Book Channel, which launches on 20 April 2009 with its debut programme on Sky 166 and Freesat 402 at 7.30 pm, is creating a new medium for authors wishing to market their books. The programme is the brainchild of ex-ITV programme-maker, Richard Flewitt, Fred Perkins, CEO of Information TV, and Paul Hammond, entrepreneur.
Each 30 minute programme carries three author interviews plus an expert advice slot to guide budding authors through the process of writing a book and getting published. As well as being broadcast three times on Sky 166 and Freesat 402 the programmes are also available on The Book Channel website: www.bookchannel.tv, where viewers can get more information about the authors and books and can purchase the books if desired. Authors can also embed the programmes into their own websites for marketing purposes.
Programme producer Richard Flewitt says, Our intention is to make The Book Channel a high quality programme that book lovers will use as a source of inspiration and information, and authors will want to be on. Some very good quality and interesting books are being published but because they dont have a celebrity name on them, they dont get the publicity or marketing budgets behind them to help sales or even just raise awareness. The Book Channel is going to change this and provide a marketing channel for all books
Presenter of The Book Channel programme is Tina Bettison. Author of three books of humour published by Hodder and Stoughton, including the bestseller 100 Ways for a Horse to train its Human, she also co-presents the Saturday morning Girls on Top show on commercial radio station Boundary Sound.
The Book Channel is an absolutely dream show for me, she says. Having been through the book publishing process myself three times, and having a general background in publishing, I really understand what these authors are going through. The programme brings together three of my favourite pastimes: books, presenting and interviewing interesting people with great stories.
Duration : 0:2:27
“Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers” is a new book by Gerald Zaltman, author of “How Customers Think,” and Lindsay Zaltman. Read more at http://www.marketingmetaphoria.com
Please also check out an interview with Jerry Zaltman:
http://www.youtube.com/user/HarvardBusiness
Duration : 0:1:57
With the morning sun shining bright you are sitting in your office. With a cup of hot coffee by your side and memories of the weekend’s activities still fresh in your mind, you feel relaxed and think, today at least, life is sweet.
You take a sip of your morning coffee and then feel a breeze of cool air and from the corner of your eye a movement. As if from nowhere there is now an impeccably dressed stranger sitting in the chair opposite. Surprised, you sure are; you didn’t hear anyone knock and before you have time to say anything something he begins in a calm and reassuring voice.
‘This is the deal’
‘I will advertise your product on billboards at the busiest junctions of every city of the world.’
‘I will be able to tell you how many people see the advertisement, their nationality, gender and age group.’
‘I will tell you exactly what they think of your product and can even give you their contact details. While they are looking at the billboard I will allow them to view your website and even make a purchase if they feel the urge.’
‘I will have all this ready in two days and it will cost you less than a small advertisement in your typical trade journal.’
He pauses. ‘Interested?’
Now you might think that you should beware of offers that sound too good to be true, that you are going to wake up soon or maybe that you really should get a lock for that office door.
But let’s just take time to reflect. If you are still reading this well I am that man who has come from nowhere and offered you a deal.
The advertising site is on the Internet and the billboard I’m offering is the humble online survey.
Stop for one moment and start to associate an online survey not with ‘market research’ but with ‘marketing’. And not any type of marketing this is ‘Marketing’ with a very large capital ‘M’ and in flashing neon lights. Marketing that is direct, effective, quick, and low cost.
Publish an online survey and advertise it on a website, or via email, and like a billboard by the side of a major road junction, your message will appear in front of people. The number of people that see a billboard advertisement can not easily be verified where as the number of respondents starting an online survey can.
Online surveys can ask demographic questions such as age, gender and nationality and in doing so allows you to collate metrics about the effectiveness of your promotion and confirm that you are interacting with the target respondent on a one-on-one level.
Unlike a billboard where the message is often subliminal, or maybe just trying to achieve brand awareness, with an online survey you have the opportunity to connect with the public to find out what they really think about your product, how it relates to them, how it is perceived.
Using an online survey website it takes only minutes and hours to create a survey and using the power of the Internet an online survey can reach hundreds of thousands of people on a daily basis.
Even if you offer a prize as an incentive for people to complete the survey or use Pay Per Click advertising to capture a wider, or more focused audience you will still have low cost but effective marketing.
‘Okay then, tell me. Do we have a deal?’
The Unselfish Guide to Self Promotion. The ultimate self promotion, branding and marketing strategy. How to sell yourself and influence by helping and taking care of others. Motivational Professional Keynote Speaker & Author Jorge Olson.
Duration : 0:7:0
