Archive for the ‘Strategy’ Category

Deja New Marketing Monday, January 3rd, 2011

My new book called Deja New Marketing is now available as an ebook on Amazon.

Here is a synopsis of the book:

Have you ever had the feeling that you have experienced a sales and marketing challenge before, but were uncertain about what to do next? Have the conventional tools become less effective for you? You tried direct mail, networking, print advertising, and cold calling. Nothing seems to work anymore. Welcome to the “new normal.”

New and different marketing techniques are needed for you to remain competitive and to stay in business. This new landscape is very complex:

• Facebook, LinkedIn, and Twitter have replaced the water cooler as the customer hangout.
• E-mail marketing letters are often considered SPAM and don’t even get opened.
• Bricks and mortar stores are now being trumped by websites that offer e-commerce, online chat, blogs, and deep discounts.
• Personal selling has never been harder since customers seem to hide behind voice mail and e-mail.
• Getting your website found in a Google search is increasingly difficult as the battle for keywords rages.

You need to do something better and different — you need “Déjà NEW Marketing.”

John Bradley Jackson
Top Dog

The BirdDog Group
© Copyright 2010
All rights reserved.

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The Crowd Can Be Wrong Monday, July 26th, 2010

In my new book, “Deja New Marketing”, I wrote about the wisdom of crowds or, maybe, the wisdom that crowds don’t have. My take is that the crowd is often wrong and is excitedly headed into the wrong direction a good part of the time.

For example, author John M. McKee writes about the airline industry and the rush to cut customer services and perks to improve profitability. Believe it or not, flying used to be a pleasant experience for most people. One airline that understands this is Singapore Airlines, which is consistently ranked as the best airline in the world year after year.

McKnee writes, “It’s (Singapore Airlines) also high in the rankings of “most admired” in any industry worldwide. Here’s their “secret”: While other airline leaders directed expense cuts to service so they could discount fare prices and “save” their company, Singapore’s CEO Chew Choon Seng reduced the number of flights but continued to spend on customer service aspects that would improve their look and feel to customers. Those who flew on Singapore experienced good service and good food. Increased customer approval ratings show this works. It would in any industry”.

Meanwhile, American Airlines, United Airlines, and the rest are charging you for luggage, pillows, and lousy headphones. The airline crowd is simply wrong. People want economical flights but want to be treated humanely.

Ignore the crowd. Better yet, do the opposite of what they do.

John Bradley Jackson
Top Dog

The BirdDog Group
© Copyright 2010
All rights reserved.

Source: June 14, Fortune

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Déjà New Marketing Thursday, January 14th, 2010

I just finished my new book “Déjà New Marketing: Increase Sales with Social Media, Search Marketing, E-mail Marketing, Blogs, and More”.

It is now with the publisher and should be available in 120 days or so. The book took 3 years to write and is an update to my first book, “First, Best, or Different”. This one is more search marketing and social media focused.

I will keep you updated on its progress.

John Bradley Jackson
Top Dog

The BirdDog Group
© Copyright 2010
All rights reserved.

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