Marketing Sherpa just published a great case study.
This one looks at a challenge many large companies face and most do nothing about. But the company in the case study, Business Objects, did.
I’m happy about this for 2 reasons: 1) Business Objects is based in Vancouver, where I live (although they were recently acquired by SAP, and 2) the company clearly proved that direct response marketing deserves a seat (if not the Vice-President’s chair) at the main table.
Here’s why …
Advertising Age just ran an article stating that 53% of marketers are preparing to cut back their advertising if they haven’t already begun to do so.
The survey, conducted by the Association of National Advertisers, polled 100 marketers across several industries. While some will surely wonder whether on hundred respondents is enough to make this statistically valid — evidence that this is true is all around us.
You see, every time the economy faces a downturn marketers get wary. They hold back. Waiting. Until the landscape settles.
There are couple of massive problems with this. Read the rest of this entry »
In the hussle and bussle of running a thriving business it’s often hard to take sufficient time to reflect on life. Wouldn’t you agree?
I’ve improved in this area over the last year or so … but I must admit it’s hard. Especially when your brain is wired for continous improvement and on-going development.
There is a wonderful story about business and living life. If you’ve heard it before, I doubt you will have forgotten it. Nevertheless, it’s the kind of story that you enjoy reading from time to time. If you’ve never heard it before, I think you’ll enjoy it.
It goes like this …
Read the rest of this entry »
Just after writing my last post I had a discussion with another business owner. They asked me to clarify my belief that all employees should receive incentives to produce better results for the business.
This business owner was right, I do need to clarify, because not all “employees” need to receive financial or other tangible incentives to generate better results.
Am I confusing you? It’ll all become clear …
Read the rest of this entry »
It’s Canada Day today. That means it’s a holiday for most.
Wikipedia describes this day as:
” Canada Day (French: Fête du Canada), formerly Dominion Day, is Canada’s national day, a federal statutory holiday, celebrated on July 1 annually by all governments and most businesses across the country; the date, though, is adjusted in cases where July 1 does not fall on a working day. Canada Day observances take place not only throughout the nation, but also internationally. ”
Best wishes to all.
Michael Zipursky
