My speaker bio. Available as panelist or moderator for conferences or webinars. Also happy to guest blog on a variety of topics related to retail, technology and consumer insights.
6 Strategies to Address Price Transparency in RetailMartin Mehalchin
Lenati provides marketing and sales consulting. They address how retailers should respond to increased price transparency from smartphones and apps. Retailers need consistent pricing across channels to meet customer expectations. Trying to block apps or discount excessively risks losing customers. Instead, retailers should add value through exclusive products, loyalty programs, social responsibility, and bringing online info into stores.
This document discusses enterprise project management from Lenati's perspective. It covers the benefits of establishing governance over a project portfolio using tools like a stage/gate approach. It emphasizes using an Enterprise Project Management Office (EPMO) to establish standard processes, templates, and training. The EPMO also supports executive oversight of the project portfolio. Lenati offers services to help clients set up these governance structures and manage projects more successfully.
Enterprise Project Management Essential (2009)Nah Wee Yang
This document discusses the relevance of enterprise portfolio and project management (EPPM) solutions in times of economic recession. It summarizes that EPPM solutions from Microsoft can help organizations maximize business value by selecting the right investments, and realize business value by successfully delivering projects. The document outlines key capabilities of EPPM solutions such as portfolio prioritization, resource capacity planning, project planning and tracking, and portfolio performance measurement.
This document summarizes perspectives from various thought leaders on trends in social selling in 2014-2015. Key trends highlighted include: the rise of content marketing and social networks leveling the playing field; social selling tools gaining maturity and a push for ROI metrics; and the need for sales and marketing integration and cultural change among salesforces. Thought leaders predict social selling will go mainstream in 2015 and bring changes to sales training, management, and expectations of sales reps.
This document is a seminar report submitted for a Master's degree. It discusses branding and promotional strategies for MapmyIndia, an Indian company that provides GPS and location-based services. The report includes an introduction to branding and brand promotion. It also provides an overview of MapmyIndia's history, products, partnerships, sales, and future plans. The report details the research methodology used, including a literature review and study objectives. It analyzes consumer perception data and interprets the findings. Finally, it discusses recommendations, limitations, and concludes the report.
Sample used by another Student.From the scenario this week,.docxtodd331
Sample used by another Student.
"From the scenario this week, the idea of a one-day training program is the most ideal for their training needs. The issue that needs training is effective communication within the department. To follow the experiential learning model, the training would start off with having the trainees describe a time in their lives when communication has made a bad situation worse and a time when effective communication made a bad situation better. This highlights the importance of communication for everyone in the training. I would follow this with a lecturette that discusses the different types of communication that can be effective in different situations, such as confrontational, hostile or passive. Once the material was covered, the trainees would then break into pairs and showcase the different types of communication styles that would work in different situations. This allows the employees to test their grasp of the concept and to showcase the material for the other trainees who may not have fully understood that concept. The next step of the ELM is generalization. Effective communication is essential in any career field and is even vital in personal relationships. The information learned in the training can be used in all facets of life. As a trainer, I would have the trainees mention certain situations they can see themselves using this information outside of the workplace and perhaps which style of communication they look forward to trying. Lastly, the employees would take this information and apply it to a new experience that is focused closely to their workplace. There have been mentions in the weekly scenarios that the employees felt under trained in their systems. This final part of the training would allow them to demonstrate how their newfound understanding of effective communication could have improved the situation before there was any performance loss.
From the ATD website, I have selected a certification course titled Essentials of Being a Successful Training Coordinator. The training objectives highlight that the course: defines the role of a training coordinator, teaches the steps in the ADDIE training model, teaches management techniques to manage training design and development and how to identify and diffuse difficult situations. Rather than a $745 course taught online, these training objectives could be established with a PowerPoint presentation or even a video on LinkedIn Learning or Lynda. These computer-based trainings would be a more cost-effective way to absorb the same information without requiring a live instructor to teach it each time in a live online lecture."
Thank you!
Sources
1. Association for Talent Development. 2019. Essentials of Being a Successful Training Coordinator. https://www.td.org/education-courses/essentials-of-being-a-successful-training-coordinator
Revised Confirming Pages
A Preface
to Marketing
Management
pet29966_fm_i-xiv.qxd 11/20/09 2:27 PM Page i
Re.
This document discusses brand equity and how to build strong brands. It defines brand equity as the added value provided to a product or service based on consumer perceptions and brand knowledge. The key aspects of brand equity are brand awareness, loyalty, quality perceptions, brand associations. It also describes several models for measuring brand equity, including the Brand Asset Valuator, Aaker, and BrandZ models. The document outlines the process of building brand equity, including choosing brand elements, developing holistic marketing activities, and leveraging secondary brand associations. It emphasizes the importance of brand audits and tracking to measure sources of equity and brand performance over time.
Presented by Matt Leary, Solutions Insights
A recent study identified Solutions Marketers as the most important marketing position that B2B companies are looking to fill today. But how do we judge what the right skills and competencies will be for that role? In this session, Matt Leary from Solutions Insights will present the results of a recent study that has been conducted on both the knowledge and skills required to successfully develop and marketing complex services and solutions. Matt will talk about the most critical implication of the survey results for companies in the automation sector -- tomorrow's marketing leaders will look different, think different and use different tools and approaches. Based upon competency assessments of over a thousand marketers, effective marketing strategies will need to move away from being based upon traditional approaches like the "4 P's" technology innovation superiority to more customer-centric, collaborative and solutions-focused strategies. The session will include presentation of research, discussions of new models, practical examples and interactive exercises
6 Strategies to Address Price Transparency in RetailMartin Mehalchin
Lenati provides marketing and sales consulting. They address how retailers should respond to increased price transparency from smartphones and apps. Retailers need consistent pricing across channels to meet customer expectations. Trying to block apps or discount excessively risks losing customers. Instead, retailers should add value through exclusive products, loyalty programs, social responsibility, and bringing online info into stores.
This document discusses enterprise project management from Lenati's perspective. It covers the benefits of establishing governance over a project portfolio using tools like a stage/gate approach. It emphasizes using an Enterprise Project Management Office (EPMO) to establish standard processes, templates, and training. The EPMO also supports executive oversight of the project portfolio. Lenati offers services to help clients set up these governance structures and manage projects more successfully.
Enterprise Project Management Essential (2009)Nah Wee Yang
This document discusses the relevance of enterprise portfolio and project management (EPPM) solutions in times of economic recession. It summarizes that EPPM solutions from Microsoft can help organizations maximize business value by selecting the right investments, and realize business value by successfully delivering projects. The document outlines key capabilities of EPPM solutions such as portfolio prioritization, resource capacity planning, project planning and tracking, and portfolio performance measurement.
This document summarizes perspectives from various thought leaders on trends in social selling in 2014-2015. Key trends highlighted include: the rise of content marketing and social networks leveling the playing field; social selling tools gaining maturity and a push for ROI metrics; and the need for sales and marketing integration and cultural change among salesforces. Thought leaders predict social selling will go mainstream in 2015 and bring changes to sales training, management, and expectations of sales reps.
This document is a seminar report submitted for a Master's degree. It discusses branding and promotional strategies for MapmyIndia, an Indian company that provides GPS and location-based services. The report includes an introduction to branding and brand promotion. It also provides an overview of MapmyIndia's history, products, partnerships, sales, and future plans. The report details the research methodology used, including a literature review and study objectives. It analyzes consumer perception data and interprets the findings. Finally, it discusses recommendations, limitations, and concludes the report.
Sample used by another Student.From the scenario this week,.docxtodd331
Sample used by another Student.
"From the scenario this week, the idea of a one-day training program is the most ideal for their training needs. The issue that needs training is effective communication within the department. To follow the experiential learning model, the training would start off with having the trainees describe a time in their lives when communication has made a bad situation worse and a time when effective communication made a bad situation better. This highlights the importance of communication for everyone in the training. I would follow this with a lecturette that discusses the different types of communication that can be effective in different situations, such as confrontational, hostile or passive. Once the material was covered, the trainees would then break into pairs and showcase the different types of communication styles that would work in different situations. This allows the employees to test their grasp of the concept and to showcase the material for the other trainees who may not have fully understood that concept. The next step of the ELM is generalization. Effective communication is essential in any career field and is even vital in personal relationships. The information learned in the training can be used in all facets of life. As a trainer, I would have the trainees mention certain situations they can see themselves using this information outside of the workplace and perhaps which style of communication they look forward to trying. Lastly, the employees would take this information and apply it to a new experience that is focused closely to their workplace. There have been mentions in the weekly scenarios that the employees felt under trained in their systems. This final part of the training would allow them to demonstrate how their newfound understanding of effective communication could have improved the situation before there was any performance loss.
From the ATD website, I have selected a certification course titled Essentials of Being a Successful Training Coordinator. The training objectives highlight that the course: defines the role of a training coordinator, teaches the steps in the ADDIE training model, teaches management techniques to manage training design and development and how to identify and diffuse difficult situations. Rather than a $745 course taught online, these training objectives could be established with a PowerPoint presentation or even a video on LinkedIn Learning or Lynda. These computer-based trainings would be a more cost-effective way to absorb the same information without requiring a live instructor to teach it each time in a live online lecture."
Thank you!
Sources
1. Association for Talent Development. 2019. Essentials of Being a Successful Training Coordinator. https://www.td.org/education-courses/essentials-of-being-a-successful-training-coordinator
Revised Confirming Pages
A Preface
to Marketing
Management
pet29966_fm_i-xiv.qxd 11/20/09 2:27 PM Page i
Re.
This document discusses brand equity and how to build strong brands. It defines brand equity as the added value provided to a product or service based on consumer perceptions and brand knowledge. The key aspects of brand equity are brand awareness, loyalty, quality perceptions, brand associations. It also describes several models for measuring brand equity, including the Brand Asset Valuator, Aaker, and BrandZ models. The document outlines the process of building brand equity, including choosing brand elements, developing holistic marketing activities, and leveraging secondary brand associations. It emphasizes the importance of brand audits and tracking to measure sources of equity and brand performance over time.
Presented by Matt Leary, Solutions Insights
A recent study identified Solutions Marketers as the most important marketing position that B2B companies are looking to fill today. But how do we judge what the right skills and competencies will be for that role? In this session, Matt Leary from Solutions Insights will present the results of a recent study that has been conducted on both the knowledge and skills required to successfully develop and marketing complex services and solutions. Matt will talk about the most critical implication of the survey results for companies in the automation sector -- tomorrow's marketing leaders will look different, think different and use different tools and approaches. Based upon competency assessments of over a thousand marketers, effective marketing strategies will need to move away from being based upon traditional approaches like the "4 P's" technology innovation superiority to more customer-centric, collaborative and solutions-focused strategies. The session will include presentation of research, discussions of new models, practical examples and interactive exercises
1. Snapdeal plans to help 10,000 of its active sellers generate 1 crore (10 million) rupees each in business through various support programs. This will help the sellers grow their businesses and increase Snapdeal's own revenues.
2. Ecommerce companies are expected to contribute to a 13% rise in India's overall advertising spending in 2016 according to forecasts, as the sector continues growing rapidly in India.
3. Quikr acquired the online real estate portal Commonfloor.com for $120 million to expand into the real estate classifieds business.
This document discusses brand equity and models for measuring brand equity. It defines brand equity as the added value provided to a product or service based on consumer perceptions and reactions to the brand. The document outlines several models for measuring brand equity, including the Brand Asset Valuator (BAV) model, Aaker model, BRANDZ model, and BRAND RESONANCE model. It also discusses the process of building brand equity through choosing brand elements, developing holistic marketing activities, and leveraging secondary brand associations. The document concludes by discussing approaches for measuring brand equity through brand audits and brand tracking over time.
yahama project report , summary on their eveything. research made on yahama in their plant at npida to check the customer satisfation and the company's services
This document summarizes a research study examining the relationship between reference marketing, brand reputation, and industrial customer behaviors, with a focus on the mediating role of brand reputation. The study uses a sample of 207 industrial customers to analyze the relationships between reference marketing dimensions, brand reputation, and behavioral intentions. Statistical analysis using SPSS and LISREL finds that external reference marketing influences word-of-mouth communication, price sensitivity, and brand reputation. Brand reputation also influences word-of-mouth and price sensitivity. Additionally, brand reputation mediates the effect of external reference marketing on word-of-mouth and price sensitivity.
This document provides marketing assignments for SMU MBA Spring 2014. It includes 6 questions each for Marketing topics like Sales, Distribution, Supply Chain Management, Consumer Behavior, Retail Marketing, and Marketing Research. Students are instructed to send their semester and specialization details to a provided email or call a phone number to get the fully solved assignments. Sample assignments can also be found by checking the blog archive or searching online. Mailing is preferred but calling is suggested for emergencies. The questions cover various marketing concepts like vertical marketing systems, aggregate planning, inventory management, consumer decision making, retail pricing strategies, and types of marketing research.
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
The document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as the careful coordination of all promotional messages to ensure consistency across contact points with consumers. It also describes the key elements of the promotional mix - advertising, public relations, sales promotion, and personal selling - and discusses factors that influence promotional mix decisions like the product life cycle stage, target market, and available funds.
This document provides information about an assignment for the subject Retail Marketing. It contains 6 questions related to topics like private branding, the retail buying process, retail merchandising management, e-tailing, pricing strategies, and rural retail strategies. Students need to answer all 6 questions in 300-400 words each. It also provides contact information to get solved assignments at Rs. 125 per assignment or to contact via email or phone number.
Brand is All You Need: Marketing Through A Technology LensPaul Writer
This document discusses brand as a growth strategy and outlines the vision and services of Paul Writer, a marketing consulting firm and community. Paul Writer's vision is to be a go-to destination for senior marketers seeking best practices and trends through a peer-to-peer learning community, conferences, thought leadership, and consulting. They offer marketing services, custom publishing, and conferences/roundtables to achieve these goals. Paul Writer was founded in 2010 by Jessie Paul to provide these services to clients such as Adobe, Cisco, Dell, and LinkedIn.
Crystal Washington is a multifunctional strategist with extensive experience analyzing consumer data and insights to assist senior executives in making long-term strategic decisions. She has worked in strategy roles for several large companies, including Lowe's, White Wave Foods, Nielsen, and Daymon Worldwide. Her core competencies include data analysis, customer insights, strategic planning, marketing research, and communication.
This document provides an analysis of branding practices for small businesses. It defines branding and discusses its objectives such as differentiating products and establishing credibility. Small businesses face challenges like lack of financing and marketing support. Their branding differs from large companies in focusing on digital strategies like websites, SEO, social media and word-of-mouth. The document uses the example of Nainital Momos, a small food business that grew from a street cart to a restaurant chain through effective branding techniques.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
This document provides information about obtaining fully solved assignments for the SMU MBA Spring 2014 semester. It lists contact information for an email address and phone number to send requests to with the required semester and specialization. The document notes that sample assignments can be viewed on their blog or by searching. It then provides 18 assignment questions across 4 subjects - Marketing, Advertising Management and Sales Promotion, E-Marketing, and International Marketing. The questions cover various topics within each subject area and request explanations, examples, analyses, and short notes.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Marketing Connections 3.0 is a two-day marketing conference taking place September 10-12, 2012 in Atlanta, GA. The conference will feature keynote speakers and breakout sessions on topics related to marketing, branding, customers, and strategy. Attendees will learn about the latest marketing trends and have opportunities to network with other marketing professionals. The agenda includes sessions on social media, digital marketing, analytics, innovation, and customer insights. The goal of the event is to provide a forum for marketers to learn, share ideas, and discuss key issues in driving brand awareness, consideration, and preference.
This document provides resources for data-driven marketers, including templates, guides and checklists for evaluating marketing performance, analyzing data, strategizing a marketing plan, monitoring key metrics, and reporting results. It covers the basics of implementing a data-driven marketing approach through the five steps of evaluate, analyze, strategize, monitor, and report. Various templates and guides are referenced for each step from companies like Talkwalker and Hubspot.
The document outlines a content marketing strategy for a regional marketing organization. It establishes an editorial mission to be an informational resource for shippers and logistics companies. The goals are to generate leads, increase brand awareness, and establish subject matter experts. It identifies key audiences and discusses content formats, distribution channels, and a timeline. It emphasizes measuring outcomes like leads and conversions over outputs like clicks and shares. Measurement is structured as a pyramid with primary goals and secondary/user level key performance indicators.
This document discusses key aspects of product management. It begins by outlining the four main types of companies - technology-driven, company-driven, sales-driven, and market-driven - and how they impact the product management process. The core roles of a product manager are then defined as serving as the voice of the customer and coordinating different functional groups. Key tasks are developing market requirements, managing product features, and coordinating launch activities. The goals of product management are ensuring a market-driven product offering, establishing profitable pricing, supporting product distribution, and generating revenue through marketing. The document then explores various product management functions and how performance is often evaluated based on profit and loss responsibility.
This document provides an overview of how to effectively position a brand. It discusses that positioning is creating a perception or image in the consumer's mind to make a brand appear different and better than competitors. Key aspects of positioning include developing a sustainable competitive advantage by managing consumer perceptions through strategic activities rather than tactics. Effective positioning strategies discussed include focusing on benefits, problem-solving, competition, corporate reputation, target users, causing emotions, value, and personality. Combining multiple positioning strategies is most effective. Proper positioning requires understanding target audiences, competitors, and clearly communicating points of difference and reasons to believe the brand's claims.
1. Snapdeal plans to help 10,000 of its active sellers generate 1 crore (10 million) rupees each in business through various support programs. This will help the sellers grow their businesses and increase Snapdeal's own revenues.
2. Ecommerce companies are expected to contribute to a 13% rise in India's overall advertising spending in 2016 according to forecasts, as the sector continues growing rapidly in India.
3. Quikr acquired the online real estate portal Commonfloor.com for $120 million to expand into the real estate classifieds business.
This document discusses brand equity and models for measuring brand equity. It defines brand equity as the added value provided to a product or service based on consumer perceptions and reactions to the brand. The document outlines several models for measuring brand equity, including the Brand Asset Valuator (BAV) model, Aaker model, BRANDZ model, and BRAND RESONANCE model. It also discusses the process of building brand equity through choosing brand elements, developing holistic marketing activities, and leveraging secondary brand associations. The document concludes by discussing approaches for measuring brand equity through brand audits and brand tracking over time.
yahama project report , summary on their eveything. research made on yahama in their plant at npida to check the customer satisfation and the company's services
This document summarizes a research study examining the relationship between reference marketing, brand reputation, and industrial customer behaviors, with a focus on the mediating role of brand reputation. The study uses a sample of 207 industrial customers to analyze the relationships between reference marketing dimensions, brand reputation, and behavioral intentions. Statistical analysis using SPSS and LISREL finds that external reference marketing influences word-of-mouth communication, price sensitivity, and brand reputation. Brand reputation also influences word-of-mouth and price sensitivity. Additionally, brand reputation mediates the effect of external reference marketing on word-of-mouth and price sensitivity.
This document provides marketing assignments for SMU MBA Spring 2014. It includes 6 questions each for Marketing topics like Sales, Distribution, Supply Chain Management, Consumer Behavior, Retail Marketing, and Marketing Research. Students are instructed to send their semester and specialization details to a provided email or call a phone number to get the fully solved assignments. Sample assignments can also be found by checking the blog archive or searching online. Mailing is preferred but calling is suggested for emergencies. The questions cover various marketing concepts like vertical marketing systems, aggregate planning, inventory management, consumer decision making, retail pricing strategies, and types of marketing research.
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
The document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as the careful coordination of all promotional messages to ensure consistency across contact points with consumers. It also describes the key elements of the promotional mix - advertising, public relations, sales promotion, and personal selling - and discusses factors that influence promotional mix decisions like the product life cycle stage, target market, and available funds.
This document provides information about an assignment for the subject Retail Marketing. It contains 6 questions related to topics like private branding, the retail buying process, retail merchandising management, e-tailing, pricing strategies, and rural retail strategies. Students need to answer all 6 questions in 300-400 words each. It also provides contact information to get solved assignments at Rs. 125 per assignment or to contact via email or phone number.
Brand is All You Need: Marketing Through A Technology LensPaul Writer
This document discusses brand as a growth strategy and outlines the vision and services of Paul Writer, a marketing consulting firm and community. Paul Writer's vision is to be a go-to destination for senior marketers seeking best practices and trends through a peer-to-peer learning community, conferences, thought leadership, and consulting. They offer marketing services, custom publishing, and conferences/roundtables to achieve these goals. Paul Writer was founded in 2010 by Jessie Paul to provide these services to clients such as Adobe, Cisco, Dell, and LinkedIn.
Crystal Washington is a multifunctional strategist with extensive experience analyzing consumer data and insights to assist senior executives in making long-term strategic decisions. She has worked in strategy roles for several large companies, including Lowe's, White Wave Foods, Nielsen, and Daymon Worldwide. Her core competencies include data analysis, customer insights, strategic planning, marketing research, and communication.
This document provides an analysis of branding practices for small businesses. It defines branding and discusses its objectives such as differentiating products and establishing credibility. Small businesses face challenges like lack of financing and marketing support. Their branding differs from large companies in focusing on digital strategies like websites, SEO, social media and word-of-mouth. The document uses the example of Nainital Momos, a small food business that grew from a street cart to a restaurant chain through effective branding techniques.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
This document provides information about obtaining fully solved assignments for the SMU MBA Spring 2014 semester. It lists contact information for an email address and phone number to send requests to with the required semester and specialization. The document notes that sample assignments can be viewed on their blog or by searching. It then provides 18 assignment questions across 4 subjects - Marketing, Advertising Management and Sales Promotion, E-Marketing, and International Marketing. The questions cover various topics within each subject area and request explanations, examples, analyses, and short notes.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Marketing Connections 3.0 is a two-day marketing conference taking place September 10-12, 2012 in Atlanta, GA. The conference will feature keynote speakers and breakout sessions on topics related to marketing, branding, customers, and strategy. Attendees will learn about the latest marketing trends and have opportunities to network with other marketing professionals. The agenda includes sessions on social media, digital marketing, analytics, innovation, and customer insights. The goal of the event is to provide a forum for marketers to learn, share ideas, and discuss key issues in driving brand awareness, consideration, and preference.
This document provides resources for data-driven marketers, including templates, guides and checklists for evaluating marketing performance, analyzing data, strategizing a marketing plan, monitoring key metrics, and reporting results. It covers the basics of implementing a data-driven marketing approach through the five steps of evaluate, analyze, strategize, monitor, and report. Various templates and guides are referenced for each step from companies like Talkwalker and Hubspot.
The document outlines a content marketing strategy for a regional marketing organization. It establishes an editorial mission to be an informational resource for shippers and logistics companies. The goals are to generate leads, increase brand awareness, and establish subject matter experts. It identifies key audiences and discusses content formats, distribution channels, and a timeline. It emphasizes measuring outcomes like leads and conversions over outputs like clicks and shares. Measurement is structured as a pyramid with primary goals and secondary/user level key performance indicators.
This document discusses key aspects of product management. It begins by outlining the four main types of companies - technology-driven, company-driven, sales-driven, and market-driven - and how they impact the product management process. The core roles of a product manager are then defined as serving as the voice of the customer and coordinating different functional groups. Key tasks are developing market requirements, managing product features, and coordinating launch activities. The goals of product management are ensuring a market-driven product offering, establishing profitable pricing, supporting product distribution, and generating revenue through marketing. The document then explores various product management functions and how performance is often evaluated based on profit and loss responsibility.
This document provides an overview of how to effectively position a brand. It discusses that positioning is creating a perception or image in the consumer's mind to make a brand appear different and better than competitors. Key aspects of positioning include developing a sustainable competitive advantage by managing consumer perceptions through strategic activities rather than tactics. Effective positioning strategies discussed include focusing on benefits, problem-solving, competition, corporate reputation, target users, causing emotions, value, and personality. Combining multiple positioning strategies is most effective. Proper positioning requires understanding target audiences, competitors, and clearly communicating points of difference and reasons to believe the brand's claims.
1. Martin Mehalchin
Partner, Lenati LLC
BIO
Martin Mehalchin has dedicated his career to working with executives and managers to help them
define their strategies and then translate those strategies into results. He leads the Retail and
Consumer Practice at Lenati, LLC where he helps merchants and brands understand their consumer,
optimize their channel strategy, and deliver distinctive and memorable retail experiences.
He holds an MBA from Cornell University and a BA in International Affairs from the University of
Colorado at Boulder.
SPEAKING AND ARTICLES
Martin is a Brain Trust panel member on Retailwire.com
In addition to regular commentary on the site Martin’s participation at RetailWire has included serving
as a panelist on 2 webinars and authoring multiple articles on the site:
Webinar – May 2012 – Cross Channel Retail on the Shopper’s Terms
Webinar - May 2013 - Mobile as the Omnichannel Linchpin
Article – August 2013 - Four Keys to High Online Growth for Omnichannel Retailers
Article – October 2012 - Price Transparency - Five Strategies to Address the Paradigm Shift in
Retail
Article – May 2012 - Trunk Club's Full-Price, Full-Service Model
Martin’s articles for other retail publications include a May 2013 article 3 Ways Mobile Is Enabling
Omnichannel for Solution Providers for Retail .
At the Seattle Interactive Conference in October 2013, Martin moderated a panel entitled Mashing Up
Shopping and was featured in the promotional video for the conference.
OTHER INTERESTS AND ACCOMPLISHMENTS
Earlier speaking engagements include teaching seminars at the American Strategic Management
Institute and speaking before the Puget Sound Chapter of the American Marketing Association.
Personal passions include the outdoors and environmental conservation. Martin is a Board member
and chairs the Marketing Committee for the North Cascades Institute .
CONTACT
mmehalchin@lenati.com
206-979-7525
@mehalchin
http://www.linkedin.com/in/mehalchin