Klein Consulting

Best Practices

Customer Criteria for a Successful Product Launch

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New products are constantly being introduced into the marketplace. Most don’t arrive with as much fanfare and anticipation as products such as the iPad, the Nintendo Wii, or even Furby from years ago. But they do arrive, many with full marketing campaigns fueling their debuts.

Let’s consider the consumer’s point of view. For the people who choose to spend money on whatever is the “latest and greatest,” what makes for a positive product release experience? [Read more…] about Customer Criteria for a Successful Product Launch

Promote Your Company Vision – Part II

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The previous post discussed how marketing campaigns that are inspired by company visions are not prevalent these days. A company vision is a business’ forward-thinking declaration of its aspirations for the future.

“Promote Your Company Vision – Part I” provided tips for how to market your company vision as a means of promoting your brand, attracting and retaining customers and differentiating your business. Here are two more marketing tips:

[Read more…] about Promote Your Company Vision – Part II

Promote Your Company Vision – Part I

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A company vision sets a business apart from all others. What is a company vision? It is a business’ forward-thinking declaration of its aspirations for the future. It is the image it has of its goals before plans are laid out for how to achieve them. Company visions often are a declaration of a business’ desire to innovate and change its market for the better.

The vision is also a foundational component of a company’s brand. The most compelling ones inspire employees and endure as a business grows. Yet, many businesses don’t actively communicate their visions. Companies that don’t promote their visions are missing a marketing opportunity. [Read more…] about Promote Your Company Vision – Part I

Eight “Must Haves” When Planning a Product Launch

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With all of the announcements that came out of the Customer Electronics Show, product launches have been getting a lot buzz in the tech world this month. And for foodies, this past weekend was very much about the new delectables that were tasted at the Fancy Food Show. Whatever the product is being launched, the public only sees the outcome. But as so many of us marketers know, pulling off a successful product launch is not an easy feat.

There are numerous pieces to the launch puzzle that all need to fall into place in time for the big announcement and first customer shipment. Much of a product launch’s fate is determined in the early planning stages. Rest assured, you can put your launch on solid footing by following eight “must haves” when planning a product launch. [Read more…] about Eight “Must Haves” When Planning a Product Launch

Should Your Company Be on Facebook?

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With social media all the buzz, and Facebook at the heart of the social networking storm, many companies that have not yet created a presence on Facebook are feeling escalating pressure to do so.

I’ve talked to some clients who are haunted by the fear that, since their companies are not on Facebook, they must be missing out on something. But they have no idea what that “something” is. Here’s some advice. Don’t rush to put up a page because everyone else is doing it. [Read more…] about Should Your Company Be on Facebook?

Email Marketing Touchpoints

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Sometimes you read an article that includes so many excellent points that it must be shared. If you are interested in email marketing best practices, I have come across just such an article.

It recognizes that many companies don’t take advantage of the most obvious email marketing touchpoints, such as sending automated welcome messages to new subscribers. In fact, according to Listrak, only 1% of retailers on the Internet Retailer 500 actually employ such emails!

Whether it’s sending personalized messages, first-time buyer offers, relevant product offers based on past buying behavior, or post-purchase thank you messages, these are email best practices that companies should implement  because they deliver proven results.

Read A Soup to Nuts List of Email Marketing Touchpoints and let me know your take on it.

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