Making it Stick

If you're lucky enough to have a small, direct sales team, then an incentive program isn't that difficult to communicate. After all, these folks report to you, are paid by you, and spend all day (hopefully) thinking about your products and who to sell them to. But if you're going to market through indirect¬†channels, you … Continue reading Making it Stick

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Marketing and Workplace Engagement – Two Sides of the Same Coin

Workplace Engagement was one of the three overarching themes of the BMA14 Conference¬†in Chicago last week - which was surprising, since the Business Marketing Association (BMA) is dedicated to promotion and education of Business-to-Business Marketing, not Human Capital. Time and again, speakers referred to defining and promoting brand values and brand image internally to strengthen … Continue reading Marketing and Workplace Engagement – Two Sides of the Same Coin

Do Loyalty Programs Work?

McKinsey recently published a study suggesting that the amount invested in loyalty programs doesn't pay off in terms of growth or profitability [Making Loyalty Pay:Six Lessons From the Innovators]. Surprising? Not really. As I thought about all of the programs I've signed up for...and how many cards are sitting unused in a drawer somewhere...it started … Continue reading Do Loyalty Programs Work?