Last Monday, The Coca-Cola Company announced that it would be killing off the consumer end of its corporate website and would be slowly working to do the same to its “press release PR.”
In the place of these vehicles for the Coke message, they’re hoping their year-old online magazine Coca-Cola Journey will step in. Here’s what Director of Digital Communications and Social Media Ashley Brown says Coke learned after launching this social-driven twist on public relations:
Stories that are bright, fun, and brilliant are hits. Readers voted for more Coke-focused stories than un-branded content. They gravitated to stories that focused on Coke’s rich heritage, innovation, careers, and our marketing programs. Virtually all of our coverage of Coca-Cola’s business is a winner. Our readers turned out to be newshounds, travel buffs, photographers, cooking enthusiasts, technology early adopters, sports fans, and music lovers. They left us thousands of comments, and shared our stories tens of thousands of times. We are positively stunned that nearly two-thirds of them are under 34, and that millennials are our most engaged readers.
OK, I realize it’s bowl season, so let’s just get this out in the open right now: I love watching football; I’m just not that into college ball.
Maybe it’s because during my undergraduate career I worked at a bar that was stumbling distance from a dry, but very popular football college stadium, whose team was mired in scandal that my tuition helped pay for.
Or maybe it’s the professionalism of NFL players, or the closer games, or the fact that I always seem to be busy on Saturdays. Regardless, I was a little worried I wouldn’t “get” Jeff Beals’ new book, Selling Saturdays: Blue Chip Sales Tips From College Football.
On the contrary, I really enjoyed learning more about college ball (without having to actually watch it). Beals’ first five chapters are almost exclusively stories from the gridiron and the recruitment trips that back it up.
While the stories are interesting, the initial advice Beals pulls from them lacks the specificity that leads to inspiration. “Adapting to unfamiliar surroundings” and “keeping up with the changing game” are vague action items that lack the “easy-to-implement sales and marketing techniques” Beals promises in his preface. Later in that same preface, Beals encourages readers to picture themselves in the situations he describes throughout the book and “imagine how the situation relates to the marketing and sales work you do.”
Wait. If coming up with my own brilliant analogies of how your sports stories relate to me is my job, I’d rather read a Vince Lombardi biography. Continue reading »
Are you sick and tired of the prima donna sales rep who cherry picks the best leads and leaves the hard work for someone else? Well, Marketo President and CEO Phil Fernandez suggests putting this supposedly bad behavior at the center of your revenue performance management process.
This bold idea is one of many in Fernandez’ new book, Revenue Disruption: Game-Changing Sales And Marketing Strategies To Accelerate Growth. In this excerpt, Fernandez explains how a simple shift can help marketing and sales teams work together to create a more efficient, cost-effective process that better reflects the new realities facing the modern sales team. Continue reading »
By Erica Christoffer, Multimedia Web Producer, REALTOR® Magazine
How did they do it? How did they achieve and maintain such an inspiring level of success? There are many lessons these bands can teach real estate professionals and other entrepreneurs.
In the same vein and a great piggy-back to our video interview with “Come Together” author Richard Courtney, this short documentary features David Meerman Scott and Brian Halligan at the Gathering of the Vibes Festival last year. It offers a captivating (and musically delicious) inside look at their recent book “Marketing Lessons from the Grateful Dead.”
The Dead knew how to get in front of people, as is pointed out in the book and this short film. They toured nonstop throughout their career, reaching out to their fans, creating personal connections and lasting relationships. Plus, they had a recognizable brand that they stuck with. Sounds like key elements real estate practitioners can implement in their careers.
Check out the book, check out this video, and share your thoughts: How can you be more like the Grateful Dead of real estate?
The most popular marketing-related books this week from Amazon.com.
1. Think and Grow Rich by Napoleon Hill, Kindle Edition (MacMay, Apr 25, 2009) Originally published by The Ralston Society, 1937.
“Think and Grow Rich is a motivational book written by Napoleon Hill and inspired by a suggestion by Scottish-American billionaire Andrew Carnegie. It was published in 1937 during the Great Depression. At Andrew Carnegie’s bidding, Hill studied the characteristics of the high achievers from past and of his day and developed 15 “laws” of success intended to be applied by anybody to achieve success. Think and Grow Rich! condenses these laws further and provides the reader with 13 principles in the form of a philosophy of personal achievement.”
2. The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell, Paperback (Back Bay Books, Jan 7, 2002)
“The premise of this facile piece of pop sociology has built-in appeal: little changes can have big effects; when small numbers of people start behaving differently, that behavior can ripple outward until a critical mass or “tipping point” is reached, changing the world. Gladwell’s thesis that ideas, products, messages and behaviors “spread just like viruses do” remains a metaphor as he follows the growth of “word-of-mouth epidemics” triggered with the help of three pivotal types. These are Connectors, sociable personalities who bring people together; Mavens, who like to pass along knowledge; and Salesmen, adept at persuading the unenlightened. (Paul Revere, for example, was a Maven and a Connector). ” –Copyright 2000 Reed Business Information Inc. Continue reading »