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Why Start-ups Need Grown-ups

Shelly Lipton Monday, 27 July 2015

We are living in exciting times where nearly 137,000 new start-up ventures are launched each day around the world.*  The U.S. certainly gets its fair share of the entrepreneurial pie. Among other factors, there have been debates over the right age to venture out into the start-up world and the specific markers or criteria for success. With 90% of start-ups expected to fail, are their any common denominators that fuel the 10% that make it?

Numbers Don’t Lie

Shelly Lipton Tuesday, 30 June 2015
All too often we see practitioners especially in the B2B technology space leaving their marketing decisions and measurement to happenstance. Sort of like 'the shoemaker's kids who have no shoes.' Some of this is due to a product driven mentality where developers feel they've created something so unique and special that buyers will wait in line to receive them. And in other instances it is simply just a lack of understanding and experience in applying strategic marketing and measurement practices to what may appear to be unquantifiable tactics. So let's take a step back for a moment.

50 Shades of Purple

Jerry Shereshewsky Monday, 30 March 2015
I just finished reading Marissa Mayer and The fight To Save Yahoo! (Nicholas Carlson). I loved it and even reviewed it for Amazon. But, I must confess, I missed the big idea in focusing too much on what was in the book. I missed what wasn't in it. And that missing element was the marketing of the brand.

Looking Down in the Mouth

Jerry Shereshewsky Thursday, 14 August 2014

This is not about being sad. This is actually one of the happiest posts I've ever written. That's because it's about, as the old hymn says, "I was blind but now I see".

 

As marketers we are almost always slightly blind. Magazine publishers have long touted their "pass along" readership, but the data behind the tout is incredibly imprecise.

Loaves and Fishes

Jerry Shereshewsky Tuesday, 08 July 2014
To me, one of the most compelling stories from the New Testament is the story of Jesus feeding multitudes starting with a meager supply of bread and fish. From the point of view of spreading the good word, this simple story had to resonate with a relatively poor, resource-constrained semi-rural population. Imagine feeding a big crowd with what seemed barely enough for a single small family! This is the essential problem facing marketers today...how to feed the desires of the entire organization with marketing budgets that can barely satisfy any part of it. If only we could get others to underwrite our marketing efforts.

Going Native

Jerry Shereshewsky Thursday, 03 July 2014
Native, both in terms of content distribution and plain old advertising is the hot buzzword de jour. And, especially in terms of content distribution the reason it's so compelling is that, in this era of shortened attention spans and 140 character content, it actually delivers what the customer/prospect is seeking: a clear exposition of the offer without the overtly apparent theatricality of conventional advertising.

The Portal Deal Redux

Jerry Shereshewsky Friday, 30 May 2014
We absolutely live in a curved universe where, if we wait long enough, old ideas come back again and again. In the late 1990's Portal Deals made their appearance. And they're back. With a vengeance. Too bad.

Chasing the Influencer

Jerry Shereshewsky Monday, 24 March 2014

We all understand that word of mouth is the single most powerful form of commercial persuasion.  But not all mouths are created equal.  Some people like to spread the word.  But not all words spread equally.  The person that every brand most covets has a real network of friends who actually pay attention to their posts and tweets, a knowledge and reputation surrounding the product or service category about which they are posting or tweeting, and the credibility and respect of those friends and fans in the particular arena about which they are posting/tweeting.

Trust is Absolutely a Must

Jerry Shereshewsky Friday, 04 October 2013

The Center for Media Research just published an article called Trust is a Must. It tells us, as if we didn't already know it, that we, as consumers place our greatest trust in recommendations from people I know (84%) and, although other media are growing in their 'trustability' levels, they all pale behind personal recommendations. (That's why, of course, that lots of folks are faking consumer recommendations on all sorts of sites.)

Newtonian Marketing

Jerry Shereshewsky Tuesday, 10 September 2013
Sir Isaac Newton has a lot to teach us about smart marketing, and most of us were first exposed to his thinking in high school. Unfortunately the exposure came in the context of physics and not marketing, so most of us simply ignored it. So, as a refresher course, here's Marketing as understood by Newton.
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