Ask anyone involved with technology implementation, and they'll tell you that the most frequent cause of failure is to strategically and consistently address the people issue. ... [ read more ]
In the old days, when no one could measure the economic benefits of engagement, it was a "nice to have." Now it’s essential. It's a critical competitive edge. With sales growth slowing and competition continuing to grow in many industries, market share goes to those organizations that "wow" not only their ... [ read more ]
This is the first installment of a three-part series on the creation of engagement standards, their evolution, research supporting them and potential implications.... [ read more ]
The decision in 2015 by the stewards of ISO 9001 to create Quality Management Principles that include engagement is supported by both researchers and workplace observers who have observed ISO standard compliance in action. A study of ISO compliance... [ read more ]
So what will happen should ISO go beyond the issuance of its Quality Management Principles and eventually approves formal standards for engagement? The opportunity could be significant, says Lee S. Webster, Secretary for ISO TAG 260, which has oversight over the engagement standards.... [ read more ]
This "model" human capital report condenses the longer profile of the "ideal" practitioner of Stakeholder Capitalism - a fabricated organization known as IMC, an integrated communications company. See ESM: -"The Perfect Company: Anatomy of an Ideal Practitioner of Stakeholder Capitalism." This model was created to help organizations of all sizes visualize the format and contents of a human capital report based on ISO 30414 Human Capital reporting standards for employees and ISO 10018 People Engagement standards for customers, channel and supply chain partners, and communities. ... [ read more ]
The concept of Stakeholder Capitalism has existed for decades but there remains confusion about the definition that is either a natural phenomenon with the emergence of any new concept or in some cases an effort to poke holes in the concept by deliberately mis-defining it. ... [ read more ]
A critical element of Enterprise Engagement involves studying the diverse audiences and specific engagement levers that need to be addressed in order to understand the facts behind certain key assumptions. Research plays a major role in that effort. ... [ read more ]
In his book, Payoff: The Hidden Logic That Shapes Our Motivations, behavioral psychologist Dan Ariely details an experiment that pitted three motivators against each other. ... [ read more ]
The Bach Collection is sold through distributor showrooms and branches to builders and plumbers. This channel is extremely competitive. Distributors typically sell products from as many as twelve manufacturers and, at any given time, they may be exposed to 5-7 active promotions designed to capture their attention and time. To cut through the promotion clutter, Performance Plus Marketing recommended a high-impact sweepstakes structure for "The Sounds of Success." ... [ read more ]
Pick-n-Pay, a South African supermarket chain with 265 stores, opted to rebuild its corporate image, emphasizing such tenets as respect, dignity, and freedom for all individuals. ... [ read more ]
When Mohawk Industries, a $2-billion manufacturer of carpets and rugs, acquired several prestigious brands, it took considerable resources of time and money. The expansion and consolidation process inevitably affected some of the company's key residential dealers. ... [ read more ]
More than 200 million game pieces were circulated on the caps of white milk gallons, supported by point-of-sale materials installed in participating grocery stores. Consumers collect game pieces for an opportunity to win a grand prize, promoted with the tag line, "Live Like a Milk Mustache Celebrity for One Year!" The winner gets his or her own milk mustache ad in a national publication, along with a trip for two to the October 2000 World Series, the January 2001 Super Bowl, and Hollywood. A milkshake date with Ivana Trump, his and hers mountain bikes, and a plethora of other prizes are also included. ... [ read more ]
There’s amusement to be had for all at a carnival. There are spinning, flashing rides, whimsical music and, of course, icy snow cones. These things came to mind when Lynne DuVivier, president of Westport, Connecticut-based The Creative Factor, Inc. (UPIC: CREATEIT) was approached by HBO to develop a campaign for its show, Carnivŕle.... [ read more ]
Advertising Research Foundation (ARF), founded in 1936, has members from more than 400 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations. Its mission is to improve the practice of advertising, marketing, and media research in pursuit of more effective marketing and advertising communications.... [ read more ]
American Advertising Federation (AAF) binds the mutual interests of corporate advertisers, agencies, media companies, suppliers, and academia as well as promoting diversity in advertising by hiring from a diverse culture pool. Member benefits include an annual marketing conference, an advertising conference, a government conference, publications, and a job bank.... [ read more ]
This series of media mailings was meant to promote consumer interest in a new book on American drive-ins.... [ read more ]
The American Marketing Association, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. For over six decades the AMA has been the leading source for information, knowledge sharing and development in the marketing profession.... [ read more ]
For the past three years, American Tire Distributors has rewarded its top dealers with an all-expenses-paid excursion to one of Alaska's premier fishing resorts…and you can bet they'll be working hard to ensure that next year they’ll earn ... [ read more ]
Few people in academia better understand the convergence of analytics and Enterprise Engagement than Charles Scherbaum, Associate Professor of Psychology at Baruch College and a member of the doctoral faculty at the Graduate Center of the City University of New York. Scherbaum, an early contributor to the Enterprise Engagement Alliance curriculum on analytics... [ read more ]
The Brand Activation Association has a broad focus on all the disciplines required to activate a brand's strategy, from creative strategies to measurement, on topics from omni-channel marketing to experiential marketing and social media. BAA builds on its membership knowledge base, spanning expertise in strategy through activation, and across all touch points.... [ read more ]
Promotional products foster customer goodwill (positive attitudes and feelings) toward a company and its salespeople. This study, completed by Baylor University in 1992, involved a textbook publisher sending 4,000 educators either: (1) a pocket calculator plus a letter, (2) a lower-priced highlighter pen plus a letter, or (3) a letter only.... [ read more ]
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In many industries and businesses, channel partners are key links between employees and customers- a weak link if they are ignored, an important source of strength if they are engaged. The stakes are high. Channel partner impact can be enormous in terms of sales volume, market share, brand reputation and “share of customer”, i.e., in engaging customers. Indeed, channel partners are often the sole link to the customer. But channel partners can also impact employee engagement, especially when they fail to deliver. Conversely, channel partner engagement is directly affected by the employees who manage them and who produce the products and services. In short, most businesses succeed only to the degree that symbiotic relationships exist between employees, customers, channel partners and vendors. This is the basis upon which “Enterprise Engagement” is built. In this paper, we focus on channel partners as a key constituent of organizational success and we offer practical strategies and tactics to engage them.... [ read more ]
Provides a detailed outline for marketers of every aspect of the FTC regulations protecting consumers against telemarketing fraud.... [ read more ]
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