Does Anybody Care?
Alan Beard, adjunct professor of marketing strategy at Pepperdine, explains how to get your audience to care about the company’s social media messages.
Marketing
Q&A with Clare Burton, Vice President of Worldwide Marketing at Herbalife
As vice president of worldwide marketing at Herbalife, Clare Burton is responsible for driving the company’s brand awareness around the world.
Social Media: It’s Not About You
Marketing professor Alan Beard likens social media best practices to that of dinner party conversation – listen, engage, don’t offend, and be interesting.
Where to Work if Social Media is Your Thing…
If social media is really your thing then why not work at a company that truly embraces it? Plenty of organizations are integrating social media into their everyday operations and reaching their target audience through it as well. But according to Mashable.com, four companies in particular have truly embraced social media in a way that … Continued
The Elevator Pitch: You’ve Got 30 Seconds … or Less!
Two rules more than any other can make the difference between a successful elevator pitch and a lost opportunity.
Ten Tips for Improving Your Business Writing
On Friday, Gary Kinder, an expert on business and legal writing, offered a course on Advanced Business Writing at Pepperdine University. He drove the point home that “your credibility rides with every sentence.” Here are a few takeaways from his presentation: 1.) Avoid Splitting Infinitives: This rule came from Latin scholars who, in 1820, wanted … Continued
Social Media Strategy Is More Than Just Signing Up
Currently at the Graziadio Business Report we are in the process of revamping our website – having reached the upper limits of the current platform. Tackling the usual web development project activities – planning, executing, monitoring – we’re now confronted with the task of developing our social media implementation. Though our initial impulse was to approach social media … Continued
Know Your Consumers First
Podcast provided by the Oomph! company. In this interview, Dr. Andrea Scott, Professor of Marketing at the Pepperdine University Graziadio School of Business and Management, explains the importance of market research and understanding consumer behavior when conducting a branding campaign. Dr. Scott earned her PhD from the University of South Florida and an MBA from Emory University. … Continued
Retaining Customers Part III: Invest to Prevent Customer Defections
This is the third of a series of four blogs devoted to the topic of customer retention. Read Part 1 and Part 2. Every customer that you keep represents at least three that you don’t have to attract. Numerous research studies indicate that the cost of acquiring a new customer usually runs from two to … Continued
Retaining Customers Part II: The Flight of the “Service Zombies”
This is the second of a series of four blogs devoted to the topic of customer retention. To read Part 1, click here. Employees get excited when management demonstrates a serious commitment to listening to customers and staff’s suggestions for serving them. Building customer loyalty is everyone’s responsibility and everyone’s input is critical. Sharing information … Continued
Retaining Customers (Part 1 of 4)
This is the first of a four-piece series devoted to the topic of customer retention. Here, I will talk about retention, what it is, and why it drives successful business operations. The three subsequent blogs will present a conceptual framework for issues, rationale, cost models, and examples for use in developing and maintaining a loyal … Continued
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Now you can get new posts delivered to your inbox as they go live! Subscribe by Email On the right-hand column under Feeds, click on “Subscribe by email” and enter your information to have posts sent to your preferred email address. Subscribe in a Reader If you’d rather view content in an RSS reader, … Continued
Retaining Customers Part IV: Parting Comments
This is the last of a series of four blogs devoted to the topic of customer retention. Read Part 1, Part 2 and Part 3. The key to competing for retention is to quantify and understand the connections between loyalty and profits. How to use measurements as tools to ensure integrity, accountability and decision-making relative … Continued