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Some of our Favorite Recent Media Campaigns

Some of our Favorite Recent Media Campaigns

Ice Bucket Challenge In 2014, one of the most successful public relations campaigns was the organic Ice Bucket Challenge. That’s no surprise for most people, because the messages and images of the campaign were pervasive, very wet, often entertaining and sometimes highly emotional. The campaign began inauspiciously, when two friends in Florida pushed each other to take the Ice Bucket Challenge, which initially was a tactic to raise money for charity generally. One of them selected ALS as his ch...

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Your checklist for growth in 2015

Your checklist for growth in 2015

To grow effectively in the new year, you need to begin with preparation and planning stages, not unlike the work necessary before you take a journey or climb a mountain. Think of the new year as a new journey.  To begin, you need proven tools and expert guides to help you navigate the path and meet the challenges ahead. Here is the short, but important, checklist as you take your business into the new year:  1.  Take the right tools First, a good map gives you a clear picture of the distance an...

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18 Value Propositions That Get it Right

18 Value Propositions That Get it Right

The best way to understand value propositions is to see good examples at work. Here are 18, from the largest company in the world to some small, eclectic start-ups.  1. Wal-Mart. Everyday low prices. Behind the value proposition of not only the world’s largest retailer but also the world’s largest company is also an implicit promise of high product variety (35,000 SKUs in a typical store; 100,000 in a superstore), fixed assortment, a mix of branded and private labels, and the lowest possible cos...

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Wings, beer, sports and the art of perfecting your value proposition

Wings, beer, sports and the art of perfecting your value proposition

Valcort 35 Keys to Business Growth:  #11  Have a true, simple and clearly worded statement to describe your unique and proven value to customers. A recent transplant to the Chicago area, I’ve found the city to be hard working, tough and matter-of-fact.  The city’s sports culture shares those characteristics, fielding high-quality teams and demanding much of them. In this environment, I was struck by the brilliance of a timeless marketing proposition for the popular sports bar/restaurant  Buffal...

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The Christmas Factor

The Christmas Factor

For Christians the world over, Christmas is one of the year's holiest observances, with the remembrance of the birth of Jesus Christ both solemn and celebratory. But it is people of all faiths and traditions that have also made Christmas the year’s single largest economic stimulus, as sales increase dramatically in almost all retail areas. The U.S. retail industry generated an astonishing $3 trillion during the Christmas holiday in 2013, 19.2 percent of the total retail sales for the year. The C...

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Increasing your margin and moving pianos

Increasing your margin and moving pianos

Valcort 35 Keys to Business Growth: #10 Understand why customers value your products and services as well as your competitors’ products and services, and what drives their choice. When she answered she was pleasant, helpful and engaging. I needed a good quality mover that could protect my sleek black grand piano from harm as I moved from one home to a new one. She was a good sales person for Company A and was selling their standard moving services. For me, I wanted more than moving services, I ...

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Marketing trends that will impact your business in 2015

Marketing trends that will impact your business in 2015

Management guru Peter Drucker said that “attempting to predict the future is like trying to drive down a country road at night with no lights while looking out the back window.” That has stopped almost no one from doing it, and in fact we all make decisions, major and minor, in business and all of life, based on our understanding—puny though it may be—of what the future holds. With all of this in mind, we’ve scoured the business and marketing worlds to put together a list of 7 important predicti...

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This Week’s Business & Management News from the Nonprofit Sector

This Week’s Business & Management News from the Nonprofit Sector

Buzzwords to Watch in 2015 What will catch the ear of nonprofit and foundation leaders in 2015?  Perhaps Internet of Things, Smart Cities and a dozen other, one keen observer postulates. The Ups and Downs of Charity at the Checkout Counter Research indicates that, in general, checkout-donation efforts do not drive sales. But that’s not to say they don’t do good or have merit. 5 Basic Steps to the Truth Ah, how much simpler life would be if we could always get to the truth right away. Cutting thr...

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This Week’s Trending Business Stories 12-15-14.

This Week’s Trending Business Stories 12-15-14.

A quick look at popular stories on business Websites this week.  15 Ways to Overcome Procrastination and Get Stuff Done 15 techniques to fight your tendency to procrastinate. For example, don’t set unreasonably ambitious goals. Facing the impossible is paralyzing and you won’t end up doing much of anything. --Entrepreneur Business Leaders Sizing Up GOP Presidential Candidates for 2016 Some handicappers are sizing up the Republican presidential field with some expectation that it could produce a...

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For product success, make what people want

For product success, make what people want

Valcort 35 Keys to Business Growth: #9 Develop only products and services that are high priorities for current and future customers. There are a lot of candidates for the worst product launch in American history. Rejection of the heavily promoted but underwhelming Edsel in 1957 made the name of the car synonymous with failure. New Coke broke the “do no harm to my brand” rule and was turned away in 1985. Many others rival these product busts (see our post 25 Big American Product Flops). But leave...

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