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Would you use the same marketing strategy to sell a Lexus and a Smart car? I certainly hope not! Market segmentation, and then marketing differently to those different segments, is a pillar of marketing strategy and has been for more than 100 years. And in our technological era, it’s so easy to do, you’d be a fool to try any kind of one-size-fits-all marketing.
This is equally true in any sector of the Green market.
Tags: b2b marketing·b2c marketing·green market·lexus·market segmentation·smart car
The article posits that Starbucks is working to reposition itself as an in-store information portal, with all sorts of goodies available to those who go to the stores and log on to its network—and that ads on this network could become the premier place to reach certain consumers, as well as the favored online community that could displace Facebook in our affections…
I’m not sure it’s going to unfold exactly as they see it, but I suspect pieces of it will play out that way. That’s a future that leaves me with more than a little discomfort. It’s like a vertical and horizontal integration of the mind similar to, say, General Motors’ vertical and horizontal integration of the car market starting at least in the 1930s. I don’t like to see so much energy concentrated in one company, whether it’s GM, Google, or Starbucks.
Tags: advertising portals·general motors·google·social media networks·starbucks
I’m a lifelong fan and USER of public transportation. Growing up in New York City, I was eight years old when I switched from the school bus to the public bus—and that was with a transfer. I’ll often take buses instead of driving to Boston or New York (and I’ve actually booked Amtrak for my next trip to Washington). When I travel out of my area, I rarely rent a car unless the destination city is the start of an extended driving trip. If I’m just staying locally, I use buses, trams and subways (and the occasional taxi.
There’s a local bus that runs past my house. But even though I’m a public transit guy, I’ve lived here 12 years and have never taken it. Why?
Tags: bus schedules·bus systems·buses·public transportaton·rapid transit·rural public transit
I got the message that it’s my job to make a difference in the world, no matter what I happen to wear.
Now, I confess—As an entrepreneur motivated more by creating social and environmental change than by making a monetary fortune, I am exactly who this ad is directed at. And I was fascinated. I took the rare step of typing in the link that was displayed on the video to find out more
Tags: braddock pennsylvania·corporate social responsibility·csr·entrepreneurship·levi's go forth
This post is part of today’s worldwide BloggersUnite event, Empowering People With Disabilities. As my Boomer generation ages, and as our parents move well into the elder category, I reflect often on something I learned as a young organizer with the Gray Panthers (1979-80): the idea that society had best learn how to incorporate people [...]
Tags: Charles Steinmetz·Grandma Moses·Helen Keller·President Franklin Roosevelt
Normally, I stay far away from all the get-rich-quick stuff. But I remember when copywriter John Reese became the first Internet marketer to (at least publicly) break the million-dollar-in-one-day barrier. In fact, I remember thinking at the time, oh, for goodness sake, you want us to buy into your product launch so you can set [...]
Tags: anthony tony robbins·john reese·make a million dollars·million dollar day
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Name: Shel Horowitz
Location: Hadley, Massachusetts, United States |
A blog about business ethics from Shel Horowitz, expert on Green principles and business ethics as success drivers. This blog covers the intersections of ethics, politics, media, marketing, and sustainability.
About Shel: Copywriter, marketing and publishing consultant, speaker, and award-winning author of seven books. The three most recent are Principled Profit: Marketing That Puts People First, Grassroots Marketing for Authors and Publishers, and Grassroots Marketing: Getting Noticed in a Noisy world.
Shel specializes in affordable, ethical, and effective marketing for authors, publishers, small businesses, nonprofits, and community groups.
He's currently engaged in a campaign to get 25,000 people to sign--and spread--the Business Ethics Pledge: www.business-ethics-pledge.org
Mashable: Whole Foods Boycott Impacts Brand’s Reputation
August 25th, 2009 · 2 Comments · Demographics/Psychographics, General Commentary, Marketing Techniques and Philosophies
Does this mean that CEOs shouldn’t be vocal in expressing their opinions on issues of the day?
Not at all. To me, it indicates that CEOs should choose businesses where their key demographic is in alignment with their values.
[Read more →]
Tags: brand management·corporate reputation·john mackey·values·wall street journal·whole foods boycott