Sleazy Conference Sponsorships

As marketing guy for a leading market research company, I allocate a lot of staff time and resources in matching our executives and leading thinkers with relevant speaking engagements at important industry conferences. It’s usually a fair trade: my company contributes talent, coordination resources and original content to enable the conference to happen; in return, my company receives exposure and conversation with relevant stakeholders.Read the rest

Online Reviews & Half-Truths

Reports like Christopher Elliott’s February 7, 2005 New York Times story – Hotel Reviews Online: In Bed With Hope, Half-Truths and Hype – wrongly pigeonhole valuable online ratings and community sites. Nobody can argue there are bad, disingenuous people online, but this story was at least partly a victim of the cliché trap.… Read the rest

Good Profits = Growth & Customer Promoters

At the recent Word of Mouth Marketing Association (WOMMA) conference in Orlando, Fred Reichheld of Bain & Company delivered a keynote based on his new book… The Ultimate Question: Driving Good Profits and True Growth. He argues that customer satisfaction is more important than any business criterion except profits, and that one simple question can best measure customer satisfaction (and thereby result in a strong Net Promoter Score): “Would you recommend this business to a friend or colleague?”… Read the rest