BeTuitive

We moved!

Posted on November 05, 2008 by Kathryn Regina.

BeTuitive has a new look and a new website to go with it! Check us out here.

November 5, 2008 | Permalink | Comments (0) | TrackBack (0)

Green Blackle?

Posted on July 25, 2008 by Jennie Huss.

Today I was looking at internet news and found this article about a Google search engine that has a black background. It’s called Blackle. As I read about how it saves so much energy I couldn't help but think "Why hasn't Google changed to this?" Such a small step on millions of computers could help out the environment a lot.

After checking out the site I was slightly disappointed, as the search engine only shows links. It didn't have the added convenience of videos, images, shopping- and all the other things that are expected to be within a click. This is probably the main reason for not using this energy efficient Web site.

However, as I continued reading and searched for further information on the subject, the positive results were limited to certain types of screens. In fact, with some types of screens, the black background uses even more energy than the white screen. Apparently the answer to being energy efficient isn’t as easy as using a search engine with a black background.

With the popular trend towards "going green" businesses and individuals are re-vitalizing the way things are done in favor of the environment. For some this could mean steps as small as getting more energy efficient light bulbs, while others will conduct a full overhaul--perhaps going paperless, installing solar panels or other more dramatic energy-conscious steps.

The idea that helping the environment involves sacrifice is a misconception. The choice to go green, personally or with a business, does not have to be a dramatic change in lifestyle. It can be simple changes to everyday life such as reusing bags, deciding to reuse towels before washing them, or carpooling to work. With these miniscule steps, anyone can make a positive impact on the environment.

July 25, 2008 in Blogs, bulk email marketing, create a newsletter, Custom publishing, e-newsletter, e-zine, html newsletter, mass email, online newsletter, publish online | Permalink | Comments (5) | TrackBack (0)

Interdisciplinary Studies in Marketing: Abelardo Morrell

Posted on April 11, 2008 by Kathryn Regina.

A while back I had the pleasure of interviewing Frans Johansson for a client publication. Johansson’s book The Medici Effect states that breakthrough insights occur at the intersection of fields, disciplines and cultures. With that in mind, I have been on the lookout for lessons from other disciplines that could lend a fresh perspective to the marketing/custom publishing world.

One of my discoveries is the photography of Abelardo Morrell. A book review in Scientific American succinctly describes his process:

“As the world of photography grows ever more digitized, Morell offers a glorious and surprising reminder of its classical roots. The well-known Cuban-born photographer essentially turns a room into the interior of a camera. He blacks out the windows, leaving a pinhole opening in one of them. Because of the nature of refracted light, the scene outside the window is projected upside down into the dim room. Morell then captures the room on film with a large format view camera; exposures can take eight hours or more.”

I saw Morrell speak at The Art Institute of Chicago, and he said that when he discovered this process he felt like he had discovered photography. Can you imagine that feeling?

Lesson: New discoveries don’t have to be technological discoveries. Or better stated: Going back to the roots of a process can be just as innovative as building on the latest technology. How did people market in the 1800s?

I’m totally blowing your mind right now.

p>tags: marketing | custom publishing | Frans Johansson | The Medici Effect Abelardo Morrell |What's a tag?

April 11, 2008 in Blogs, Business Marketing, Custom publication, Custom publications, Custom publisher, Custom publishing, E-Marketing, Marketing Communication, online marketing, online publishing | Permalink | Comments (3) | TrackBack (0)

Top 5 Design Principles I’ve Learned from Apartment Therapy

Posted on April 04, 2008 by Kathryn Regina.

1. White is in.

More than any other design trend, I think the prevalence of white will be what marks our era. Should we attribute this to Apple’s iMac or is it some sort of self-fulfilling prophecy from the white-clad “space age” imagery of thirty years ago (think Buck Rogers)? I do not know. Here’s what I do know: White totally makes everything look better. In fact, one woman brought her entire 80’s-lookin’ home up to date simply by painting her floors and fixtures white, and then adding splashes of vibrant color.

2. Parameters invite creativity.

Apartment Therapy’s showcase of small apartments illustrates that limitations support creativity. Self-imposed restriction in art has become a postmodern doctrine. One popular example is Gadsby, Ernest Vincent Wright’s lipogrammatic novel written without the use of the letter “e.” Restrictions like size or budget (see number 3) may not be by choice, but if you find yourself in this situation, seize the opportunity to create something you may have never discovered otherwise.

3. Scrappy is cool.

AT’s numerous DIY (do it yourself) projects prove just how stylish thriftiness can be. Anyone with money can hire a stylist, but the beauty you create with your ingenuity will be uniquely yours. Scrappy companies are lean, strong and full of rare perspectives.

4. The unexpected is usually the most satisfying.

Whether it’s a chalkboard in the kitchen or a table lamp in the bathroom, AT reminds me that the surprising juxtaposition of colors, words and objects can produce inspired results. And while symmetry is our natural tendency, some argue that asymmetry holds the eye longer.

Lamp_in_bathroom

5. De-cluttering is essential.

No matter how brilliant your company’s design, if it’s yucked up with a lot of text or an overload of images, it’s not going to get the attention it deserves. Today’s viewer favors minimalist text, plenty of white space and clean design.

Note: BeTuitive is in the midst of a Web site overhaul. Stay tuned to see how these design principles inform our new look!

April 4, 2008 | Permalink | Comments (3) | TrackBack (0)

Score Points with Customers; Get Better Information

Posted on December 18, 2007 by Sarah Eaton.

BeTuitive's publishing team members share their thoughts on the executive summary for "Scoring Points: How Tesco Is Winning Customer Loyalty" by Clive Humby and Terry Hunt with Tim Phillips:

Kevin Grant

I felt this book summary was of reinforcement than an innovative piece. The summary had a strong narrative approach with the beginning, middle, end and the trouble along the way. In working with the analytical side of electronic publishing, the approach to conducting a rewards Clubcard initiative aligned strongly with our practices at BeTuitive. A paramount practice at BeTuitive is creating value from the data we collect with our various B2B and B2C campaigns. The RFV analysis (observing customers buying patterns in Recency, Frequency and Value) is along the lines of our Business Intelligence analysis. Collecting large amounts of data, organizing it into valuable clusters and making informed strategic decisions is a marketing practice that worked well for Tesco. This summary reinforces the “mindreader” approach marketers and public relations specialists strive for in generating valuable results.

Jeff Sanchez

Scoring Points describes a successful marketing initiative based on loyalty using the Tesco Clubcard as a case study. Although this particular summary is very retail specific, it gives an in-depth look at the triumph of this Clubcard, how to launch such a plan and the data received from this initiative. Tesco recognized the needs of their customers and continue to expand this plan as buying needs change, such as their Internet grocery shopping and changing offers for their customers.

Joanna McKeon

Scoring Points was an eye-opening summary for me. As a former retail associate, I am overly familiar with pitching the customer benefits of loyalty programs, but never before had I considered the magnitude of the program’s benefits on the side of the retailer. This summary follows the story of Tesco, the United Kingdom’s most successful grocery retailer, and their path to becoming the “undisputed leader” of Great Britain’s grocery chain. After introducing the Clubcard loyalty program, Tesco quickly benefited. To me, the most outstanding profit came in the form of analysis. The information gained from a loyalty program like Tesco’s is invaluable. For example, they were able to add over 7,000 local products by learning where shoppers preferred locally produced alternatives. Specific knowledge like this ultimately provided a win-win situation for Tesco. Customers were happy and Tesco was better off for it, always looking for new opportunities to expand and improve.

Kathryn Regina

Even though the phrase “customer loyalty” is used in the subhead of this summary, it’s basically just about retailer discount cards. But even though it’s mostly geared to commodity-based retailers, it does have some concepts that could be valuable to any business. What I found most interesting was that loyalty programs make it possible to gather specific information about customers and give you the ability to mass-customize marketing communications, analyze buying behavior, customize offers and track overall trends. In fact, a loyalty program may not even increase “loyalty” per se. But by tracking customer data, loyalty programs can increase sales and streamline marketing. Electronic publications offer some of the same advantages. It’s always interesting when marketing does something different than what it seems like it’s meant to do. Sneaky marketing.

PROBLEM: So many great business books. So little time. SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

December 18, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, Newsletter solution, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (3) | TrackBack (0)

Blockbuster Teams

Posted on December 06, 2007 by Kathryn Regina.

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.

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 (0)

But what if I just want a snack?

Posted on November 02, 2007 by Sarah Eaton.

Keith Ferrazzi (with Tahl Raz) wrote Never Eat Alone. And now he writes a blog that continues what he started, aptly titled Never Eat Along blog.

We read the Executive Summary of the book, so here are the team's thoughts:

Kevin Grant

I felt that this summary had some real substance. We are all conscious of the importance of networking, but it can feel forced, uncomfortable or awkward. This summary provides some interesting ideas: Define what you want to achieve, identify those who can help you along with you helping them, be transparent. It also prepares the reader to be in control of your attitude when speaking to people. The key part of this is communicating your unique value and expressing it in a sincere manner. The summary also warns of resisting hubris and not becoming a “network jerk.” This is one of the more valuable summaries we’ve read.

Kathryn Regina

Networking is possibly the best way to advance your career, and it should start before you’re unemployed—as this summary wisely suggests. It’s actually full of helpful “networking” hints but it unfortunately comes at the cost of trite phrases (“You can’t get there alone. We’re all in this together.”), and some heartless-sounding advice. For example, “It can be difficult to reach important people these days. So make their gatekeepers your allies. Acknowledge their help and thank them tangibly, with a phone call or a note.” Translation: schmooze the secretary. Also, “If you mix professional contacts and personal friends at a fun dinner, it’s like cloning yourself.” That sounds scary and robotic. Not good.

Joanna McKeon

Keith Ferrazi is a font of knowledge when it comes to networking. In his book Never Eat Alone, he advises his readers on how to "climb the ladder to personal success" by creating alliances. Though Ferrazi's tips are probably geared towards an older, more experienced audience, I, merely a recent college grad, found the advice to be useful too. The author's guidelines to becoming part of a valuable network run the gamut. They include everything from making a list of goals and of people you'd like to meet, to hosting a dinner party for potential network "members.” While all of these suggestions would require nerves of steel and a more-than-flexible schedule, the overall message is clear: Give and you shall receive.

Jeff Sanchez

Never Eat Alone is focused on obtaining relationships in your life that will contribute to your personal success. I think this summary stresses the great importance of how every person you meet can essentially be the one that is responsible for finding that great job or landing you a large client. There are some great tips such as not overdoing it and being the ‘networking jerk’ and showing passion around your interests to let others see that in you. All in all, anyone looking to better their personal and professional relationships should read Never Eat Alone.

PROBLEM: So many great business books. So little time. SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

November 2, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, Newsletter solution, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (0) | TrackBack (0)

Tonight is the night when you become a category of one

Posted on October 26, 2007 by Sarah Eaton.

"Why strive to be a leader in your category when you can create a different category and be the only one in it?" In this review of the Executive Book Summary, we examine Becoming a Category of One by Joe Calloway.

Joanna McKeon

Individuality is typically one of the most revered characteristics of a person, so it comes as no surprise that companies, too, benefit from developing a unique personality. In Becoming a Category of One, Joe Calloway emphasizes the importance of finding your company's own niche. Among his many tips, the author highlights an important lesson: Branding is not as simple as hiring an advertising and design
team. Your company's brand "resides in the minds of your customers” and represents the ability and willingness of your company to follow through with promises. Finding your company's own niche would garner positive results, but it demands equal parts belief and drive.

Jeff Sanchez

Becoming a Category of One speaks mostly of companies positioning themselves differently to be more appealing to their customers. But there are no real outcomes of the summary’s suggestions. It reiterates the importance of customer relationships which practically every Executive Summary touches on, and it lays out strategies and plans without the back-up of concrete examples. It would be more interesting if it included facts and examples that show success.

Kevin Grant

With the reviews of these Executive Book Summaries, I always try communicate the positive overall message. This review, however, seemed to regurgitate the same three steps: Know what your company is, keep the focus of what your company is, engage people (internally and externally) with that focus. I completely agree with almost everything the summary offers, but it seems like it only touches the surface and hesitates to engage the reader with specific examples. The summary is a good place to get your feet wet, but not enough to feed your interest in becoming a category of one.

Kathryn Regina

There seems to be an over-arching problem with business books, in that they often offer platitudes without specific procedures that a company can put to use in a tactical way. This summary shares that problem, but it does have a few useful insights. The point I found most interesting in the summary is the example of how LensCrafters has branded itself as a company and an employer. LensCrafters’ mission statement is “giving the gift of sight to those who have the least and need [LensCrafters] the most.” The idea is that customers see LensCrafters as more than a commodity, and employees feel like they have a purpose beyond a bottom line. I don’t know if LensCrafters has been successful, but that’s a smart strategy for any business.

PROBLEM: So many great business books. So little time. SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

October 26, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, Newsletter solution, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (0) | TrackBack (1)

The BI Marriage: Accuracy with Strategy

Posted on October 17, 2007 by Kevin G.

I was reading a great article today about setting up a solid BI system for mid-to-large sized companies.

Garry Garis, author of the article notes, “You do not get a second chance to be wrong and these companies know that their credibility is vital to sustaining customer relationships and ultimately, profitability.”The foundations of a BI system must be solid if anything is able to be built upon it. The accuracy of information is key.

Being able to effectively leverage information to make better business decisions is a powerful strategy if done correctly. Knowing where you get your information, how it is processed and to who it should go to is only half of the battle. Garis offers some key points on how to ensure you have a solid strategy with your accurate information.

October 17, 2007 in Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, business credibility, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, Business relationships, company newsletter, company newsletter sample, Company newsletters, Company publication, Corporate Blogging, corporate magazine, Corporate newsletter, Corporate publications | Permalink | Comments (3) | TrackBack (0)

Let Customers In

Posted on October 11, 2007 by Sarah Eaton.

This week, we review the book summary of Outside Innovation by Patricia B. Seybold.

Jeff Sanchez

In Outside Innovation I don’t see what is so ‘groundbreaking’ about creating products/services through the customers’ point of view and adjusting them to meet customers’ needs. I feel it should be a necessary practice to thrive in the consumer market. At any rate, Innovation does give some nice examples with Lego and Threadless.com’s success. Companies are realizing that their own consumers know best about how to make the products their peers want and they’re capitalizing on it. Vans, Converse and other shoe companies are also taking note and letting the consumer take control.

Kevin Grant

This summary, Outside Innovation, discusses how customers should be top in a business’ development team. After identifying the five customer roles – Lead Customer, Contributor, Consultant, Guide, Promoter – the summary identifies different ways companies can let these innovators have an impact on the present and future. Much of the summary is powered by the notion that customers are willing to consume products that help reach their goals. Instead of telling a customer what they want, the winning companies have open sources for comments, critiques and research to identify the main customer goals and how a business can take shape to fit their needs. By allowing customers to have an impact, future customers see a business as an intuitive element in their lives.

Kathryn Regina

Here’s another book summary about encouraging customer feedback. In the words of the summary, “Outside innovations is a process of engaging directly with lead users and passionate customers to harness and commercialize their ideas and to codesign solutions that will better meet their needs.” An example that the summary gives is Lego’s program that allows customers to design their own Lego characters. Letting your customers lead your product innovation is a good idea—the trick is making it work for your company.

PROBLEM: So many great business books. So little time. SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

October 11, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, Newsletter solution, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (2) | TrackBack (0)

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We moved!

Posted on November 05, 2008 by Kathryn Regina.

Green Blackle?

Posted on July 25, 2008 by Jennie Huss.

Interdisciplinary Studies in Marketing: Abelardo Morrell

Posted on April 11, 2008 by Kathryn Regina.

Top 5 Design Principles I’ve Learned from Apartment Therapy

Posted on April 04, 2008 by Kathryn Regina.

Score Points with Customers; Get Better Information

Posted on December 18, 2007 by Sarah Eaton.

Blockbuster Teams

Posted on December 06, 2007 by Kathryn Regina.

But what if I just want a snack?

Posted on November 02, 2007 by Sarah Eaton.

Tonight is the night when you become a category of one

Posted on October 26, 2007 by Sarah Eaton.

The BI Marriage: Accuracy with Strategy

Posted on October 17, 2007 by Kevin G.

Let Customers In

Posted on October 11, 2007 by Sarah Eaton.

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