Blockbuster Teams

Posted on December 06, 2007 by Kathryn Regina.

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According to the book Blockbusters, it’s a company’s innovative product—not it’s price point, customer service or depreciation schedule—that creates value for customers. To discover the key practices required for developing “blockbuster” products, authors Gary S. Lynn, Ph.D. and Richard R. Reilly, Ph.D., conducted a two year study of “blockbuster” product development teams. Here’s what we thought of their findings:

 

Kathy:

Out of the five “best practices” for new product development, I thought the most interesting one was that successful teams always have senior management that is “intimately involved” with the project. This seems to run contrary to most management situations. It also raises the question as to how these managers have time to be both teammates and management. Nevertheless, the authors insist that “coming up with the ‘big idea’ is only the beginning,” and that when management merely pops in once in a while to check in on things it’s not only unhelpful, it often results in “hit and run” accidents. The authors observed that in successful teams, senior management played one of three roles: project leader, technical guru or coach.

Jeff:

The authors’ observation that successful teams were “not especially concerned about building friendships or even insisting that everyone like each other,” adds a harsh robotic-like element to what is otherwise a set of reasonable best practices. However, upon closer examination it seems like what the authors really observed from the successful teams was that friendships aren’t all that’s needed for a strong team, and that strong teams can exist even if not everyone gets along. That’s a lot different than saying that in order to be successful you have to be unconcerned about building friendships. Because that just sounds creepy, to be honest.

Kevin:

Keep it open.  Keep it clear.  Keep it consistent.  That seems to be the lesson from the book summary, “Blockbusters,”  which identifies the five necessary steps to lead a product development team.  When I say keep it open, I mean lines of communication, ideas and focus must be open to all possibilities.  It never serves people well to be forced down one unwavering path.  It is important to be clear about what your product is, what the competition provides, who your audience is and who your competitors are.  A clear idea of this allows the unique and alluring elements of your product strategy to flourish.  Lastly, maintaining consistent communication and problem-solving techniques between developers, managers and decision makers discourages the occurrence of mistakes, unfavorable relationships and unwanted surprises.

Joanna:

By reading specific accounts of real-life company sagas, it becomes clear that Lynn and Reilly's "5 keys to developing great new products" are vital steps to becoming successful.  The summary highlights Iomega's trip to success and teaches the reader that all 5 rules (Commitment of Senior Management, Clear and Stable Vision, Improvisation, Information Exchange, and Collaboration Under Pressure) are not simply step-by-step suggestions.  Rather, all 5 must be used tgether from start to finish in a balanced collaberation between all departments of the company.

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December 6, 2007 in award winning design, award winning magazine, award winning newsletter, Blogs, build credibility, business credibility, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, company magazine, company newsletter, Company newsletters, Company publication, corporate magazine, Corporate newsletter, Corporate publications | Permalink | Comments (2) | TrackBack

Submit Submit Submit

Posted on August 20, 2007 by Kevin G.

A news source that I often link to, DMNews, is in the final stages of accepting submissions for an Email Marketing Guide.  If you have the chance, I would recommend taking a look at their site and see if there is anything you could submit.

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August 20, 2007 in award winning blog, award winning design, award winning magazine, award winning newsletter, Award winning publications, Brand enhancement, Building B2B Relationships, Building Customer Community, Building Customer Intuition, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, Business relationships, company blog, company magazine, company newsletter, company newsletter sample, Company newsletters, Company publication, Corporate Blogging | Permalink | Comments (0) | TrackBack

6 blogging blunders

Posted on August 08, 2007 by Kathryn Regina.

If you're a regular blogger you should check out this article on common blogging mistakes. Among the top mistakes are not providing enough links, writing huge blocks of text and disabling comments.

6 Blogging Blunders


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August 8, 2007 in award winning blog, award winning design, award winning magazine, award winning newsletter, Award winning publications, blog publish, Blogging Tools, Blogs, Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, business credibility, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, Business relationships, company blog | Permalink | Comments (0) | TrackBack

3 Keys to Cultivating a Successful Blog: Relevant, Consistent, Transparent

Posted on June 21, 2007 by Kevin G.

Ok, we get it.  We (marketers, business owners, the general public) all know that blogs are great tools to use.  They spread awareness, knowledge and ideas behind a name, brand, or identity to the world on a personal level.  But it takes more effort than you think to cultivate a bussling active blog.  In the pursuit of spreading my knowledge (or my two cents), here are my three qualities any successful blog should have: 

1) Relevancy is Key

Successful bloggers don't throw everything at the wall to see what sticks – that's just lazy.  If bloggers are able to pick topics that ring clear to their intended audience, it shows they get it.  Show that you know what your audience is concerned about.  Be an expert through research and sharing experiences that people can benefit from.  A blog with relevant conent will spark engagement and enhance interaction.

2) Keep it Consistent

Consistency is key to developing readership.  When you pick days to post (whether it be daily, weekly, or even monthly) stick to them.  This shows that you care about the flow of your blog.  Consider the way you write about topics, present media or comment on fellow bloggers' postings.  A consistent blog is a reliable resource for your audience.

3) Maintain Transparency

Face it, your blog is open to readers all over the world.  It is easy to get burned if done dishonestly.  Savvy blog readers can see right through a fake and can make it a personal quest to expose the good, the bad, and the ugly.  Make sincere posts with honest intent to connect with your audience on a personal level.  Also, allow your readers to get in touch with you through email or be open to answer back on posts.

Here are some good tips to make a smashing start for your new blog.  Now blog away!

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June 21, 2007 in award winning blog, award winning design, Blog Outsourcing, blog publish, Blogging Tools, Blogs, Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, Business relationships, company blog, Corporate Blogging, Custom publication, customer retention, Educating Clients, Educating Prospects, grow relationships, how to publish and promote online, how to publish online, marketing solutions, nurturing relationships, web publish, Weblogs | Permalink | Comments (0) | TrackBack

Keep Your Company On Target: Top 3 Lessons Learned from the Target Corporation

Posted on May 31, 2007 by Kathryn Regina.

The Target Corporation has a loyal customer base whose enthusiasm has become somewhat of a cultural phenomenon. From the pet name Tarzhay (a “French” pronunciation of Target) to the scores of shoppers professing their love for the red bull’s-eye, Target is a force to be reckoned with in the discount retail industry.

In her book On Target: How the World’s Hottest Retailer Hit a Bull’s-eye, author Laura Rowley expounds on Target’s business and marketing strategies. And although the book is retail-centric (and at times a bit promotional), I think it offers some valuable insight into what makes a business—any business—successful. The following are my top three lessons learned from the Target Corporation.

Lesson One: Take the best of both worlds

Die-hard Target shoppers will adamantly dispute the idea that Target is “just another discount store” like Walmart or Kmart. How has Target so effectively differentiated itself from its competitors? They did it by taking the best elements of a high-end department store--a clean well-lit sales floor, stylish products and friendly customer service--and tailoring those elements to fit a discount store.

“’Before I was a professor, I worked at a housewares distribution company which sold to Target,’ said Michael Levy, a professor of retailing at Babson College in Massachusetts and co-editor of the Journal of Retailing. ‘They always paid a lot of attention to detail. Their stores always looked a lot better than the discount store competition. Even though the shelves were stacked a little higher and the displays were not as slick as department stores, they looked more like department stores in those days than the sort of dark, dingy look of a discount store (On Target, p11).’”

Consider your chief competitors, and companies that provide high-end services in your industry. What are the most attractive elements of their offers, and how can you integrate those elements into your business in a realistic, manageable way? Take the best of both worlds and you’ll make your customers feel like they’ve hit the jackpot.

Lesson Two: Design is king

From the basics of product selection to larger decisions about its marketing campaigns, Target takes design very seriously.

Tupperware chairman and CEO Rick Goings: “I think they are looking for brands that really draw people into Target stores.  If you compare them to some other retailers, they have a fairly narrow product line that they show in any category in Target, but it’s usually brands or product categories where there’s a panache to it, or a design element (On Target, p23).”

Following the iMac model of “show, don’t tell” Target ads and commercials are visually compelling, with very little text. The bulls-eye logo is so strongly branded that the Target name is usually not even included in advertisements.

“This is the ultimate emotional connection,” says Mark Gobe, founder of the branding and design firm Desgrippes Gobe Group, “when your message is so powerful and so unique that visual expressions can stand alone (On Target, p58).”

Lesson Three: Partner with people who are experts in their fields

The “do-it-yourself” method seems like a frugal choice for home owners, but it isn’t always the best financial decision for a business. So when Target decided to join the e-commerce market, it turned over its Web operations to Amazon.com.

“’I think [the Amazon deal] gives them an edge,’ said Cynthia Cohen of Strategic Mindshare. ‘You can create your own infrastructure for e-commerce, hire people, teach them—but that is expensive and time-consuming, versus going to somebody whose core competency is e-commerce. Amazon already has this knowledge—so [Target is] buying the knowledge—their dollars versus their time frame, their risk. This isn’t entirely risk-free, but Target is reducing risk by using knowledge from a company whose core competency is e-commerce (On Target, p76).’”

Whether you’re trying to break into e-commerce or start a custom publication, partnering with an expert can increase efficiency, reduce risk and optimize results while sparing your company the cost of internal time and resources.

Visit Laura Rowley.com


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May 31, 2007 in award winning blog, award winning design, blog publish, Blogs, Brand enhancement, build credibility, Building Customer Community, Building Customer Intuition, business credibility, Business Marketing, Business relationships, Corporate Blogging, Customer Intuition, customer retention, E-Marketing, Email Marketing, email marketing solution, grow relationships, Marketing Communication, marketing solutions, nurturing relationships, online marketing, publish, Strategic Internet Marketing | Permalink | Comments (1) | TrackBack

ACES in Bloom

Posted on May 21, 2007 by Vinnie Lacey.

It's not often that we get to pat ourselves on the back here at BeTuitive Publishing.  But award season is in full swing, and we are proud to announce our first wins of 2007!

Miller Heiman and BeTuitive Publishing scored top honors at the 2007 ACE Awards, sponsored by the Reno-Tahoe chapter of the American Marketing Association (AMA).  AMA has been the leading source for information, knowledge sharing, and development in the marketing profession for over six decades, with over 38,000 members internationally.

The Miller Heiman Sales Performance Journal nabbed an Award of Excellence in the category of Comprehensive Marketing Campaign for BeTuitive and Miller Heiman.  Miller Heiman also won awards in the categories of Special Events, Direct Mail Campaign, Web Marketing Campaign and Publicity/Public Relations Campaign.

Congratulations to our friends at Miller Heiman, pictured here with their shiny accolades:

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Excellence is Contagious!

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May 21, 2007 in award winning blog, award winning design, award winning magazine, award winning newsletter, Award winning publications, blog publish, Blogging Tools, Blogs, Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, company magazine, company newsletter, Custom publication, Custom publications, electronic newsletter, Email blast, Email Marketing | Permalink | Comments (0) | TrackBack

Reinforcement and Challenge: The Components of Strong Branding

Posted on May 16, 2007 by Kevin G.

I have been thinking a lot about branding lately and came up with a couple ideas about it.  Branding is all about the relationship a consumer has to a company and its products.  This relationship is enhanced through new experiences, better quality, and improved reputation.

Often a relationship is strengthened by reinforcing the positive qualities.  This is found in reward points for a certain amount of purchases, excellent customer service around trusted products, or improved stores or website to better serve customers.

Brands are also strengthened when they challenge their consumers into thinking differently about their product, service or company.  Apple did it with computers and Starbucks did it with coffee.  By challenging the consumers, they learn to refocus their view of a brand in an effort to improve the relationship.

These two commercials for BMW seem to do just that.  Watch both and see which is more effective for you and how you see BMW as a brand.

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May 16, 2007 in award winning design, Blogging Tools, Building B2B Relationships, Building Customer Community, bulk email marketing, business credibility, business magazine, Business relationships, CMO, Company publication, Corporate Blogging, Corporate newsletter, creating company newsletter, Creative emails, Custom publisher, Customer Intuition, Educating Clients, Educating Prospects, forbes magazine, grow relationships, magazine design, Strategic Internet Marketing | Permalink | Comments (0) | TrackBack

Everybody's Workin' for the Weekend

Posted on May 14, 2007 by Vinnie Lacey.

When was the last time you told a job interviewer you have trouble getting things done?  Probably never.  We all like to think productivity is our strong suite. In reality, getting things done is a common obstacle, with nuances for every job position and industry.

Not to fear. No, really...c'mon now...take your forehead off the keyboard and get those pencil erasers out of your ears. 

There are a few things that anyone can do in today's time-crunched business world to turn unsightly "to do's" into gold star "all done's." Our friends over at Yahoo Finance share these "Five Steps to Being More Productive."

Now excuse me while I go clean out my inbox.

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May 14, 2007 in audio publication, award winning blog, award winning design, award winning magazine, award winning newsletter, Award winning publications, Blog Outsourcing, blog publish, Blogging Tools, Blogs, Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, business credibility, Business editorial, business magazine, Business Marketing | Permalink | Comments (0) | TrackBack

Custom Publishing Growth

Posted on May 08, 2007 by Kathryn Regina.

A new study by the Custom Publishing Council found that companies are investing more in custom publishing than ever before, the magazine format is gaining in popularity, and the average company has 2.3 custom publishing titles.

Read the article

p>tags: | | | | | | | | | | | | | | | May 8, 2007 in audio publication, award winning blog, award winning design, award winning magazine, award winning newsletter, Award winning publications, Blog Outsourcing, blog publish, Blogging Tools, Blogs, Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, business credibility | Permalink | Comments (0) | TrackBack

People VS Profits

Posted on April 18, 2007 by Kevin G.

I found an article about the considerations non-profit organizations should take when developing a strategy for an e-marketing campaign.  Take a look.

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April 18, 2007 in award winning design, award winning newsletter, Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, business credibility, Business Marketing, Business newsletter, Business publications, Business relationships, create a newsletter, create newsletter, creating company newsletter, Creative emails, direct email marketing, E-Marketing | Permalink | Comments (0) | TrackBack