Surviving the Death of a Customer Base: New Market, Old Spice [CASE STUDY]

Old Spice had a problem. Their customers weren’t leaving them for a competitor, cutting back on luxuries, or trying home-made alternatives to aftershave. They were, quite literally, dying off. Yep, that’s right. Old Spice had such extreme customer loyalty and branding power that their customers used their aftershaves – and other products – right into the grave. Unfortunately, not too many new customers were taking their place. Younger potential consumers associated the brand with retirement …

Innovative Marketing Ideas: How Sprinkles Took a Big Bite Out of the Baked Good Market [CASE STUDY]

There are trends in almost everything. Clothes, values, television, the terrible music kids listen to these days… and in baked goods, too! Yes, that’s right, even desserts as iconic as the wedding cake get a little nervous when a new, sweet young thing comes to town and gets all the attention. But that sweet little thing doesn’t have it so easy, either! It just wants to be taken seriously and receive all the respect (and …

The Gmail Club: A Lesson in Exclusivity [CASE STUDY]

This case study is part of our “4 Questions of Marketing” feature, that’s running all month long. At the end of the month, we’re going to send our subscribers some extra case studies, that we aren’t publishing anywhere else. So if you want them, make sure to subscribe… 😉 People don’t like change. This is true in general, and it’s even truer when it’s about something we use every day. That’s why email isn’t the easiest …

ING Direct Gets It Right With Great Business Model Innovation! [CASE STUDY]

Banks aren’t winning any kind of business popularity contests. Between their high rates and fees, to the terrible service, to a general perceived lack of trustworthiness, banking has become the industry that we all love to hate, and for good reason; when a company charged with stewarding your money starts demanding fees and issuing service charges of all kinds just to access your money, there’s a problem. (And this is all in addition to the …

5 Key Business Insights to Guarantee Success with any Niche, Brand or Product

My journey into online marketing has been a real experience. A roller coaster ride of the ecstasy of selling my first e-book (the system works and I’m making money, hurrah!) and the frustrations of building traffic and engaging subscribers (build it and they will come, pah!). Having plugged away for the past 18 months, I’m finally starting to see the fruits of my labor and enjoy a momentum that’s building nicely and producing consistent results. …

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Productivity Interview: Erin Blaskie of BSETC and ErinBlaskie.com

A few years ago, when I started doing my entrepreneurial thing, I received a Facebook invitation to “like” this girl, Erin Blaskie, the owner of what seemed to be a VA (virutal assistance) firm. Her Facebook profile was interesting, her business was interesting, her website was well done — and she was kinda cute, so I did. Fast-forward many years and I’ve watch this VA firm owner become an monster-implementer and dynamo. Every time I …

Productivity Interview: Joshua Fields Millburn from The Minimalists

One year ago, Joshua Fields Millburn and his friend of 20 years, Ryan Nicodemus, got to talking about happiness. They realized that now that they have “made it” and got what society told them would make them happy – they weren’t. So, they embarked upon a journey of shedding excess, living more meaningfully and in the process found themselves, their health and their passion. To chronicle this transition, they start the website The Minimalists, where they …

Productivity Interview: Danny Iny from Mirasee

Note: The Productive Marketing Survey is open and we really need your help! It takes 10 minutes, multiple choice, and there are prizes to be won. Click here to access the survey. Danny has had a monumental year. He took the Mirasee Blog to over 10,000 readers per month, guest blogged himself into notoriety, wrote and published two books, ran a marathon, got married and is the CEO of his own startup. I look at Danny …

Productivity Interview: Michael Sliwinski from Nozbe.com

Michael Sliwinski is the founder of one of the best online productivity tools, Nozbe.com. Written to fit with the principles of “Getting Things Done”, Michael, a productivity junkie and trainer, and a bit of a software geek, wrote up a bare-bones version of Nozbe.com in an evening. Five years later, he and his staff of twelve have rolled out Nozbe 2.0, mobile apps and in just a few days, a “desktop” version of Nozbe. So …