Do you sometimes have trouble keeping those non-marketing majors awake in the intro class? One of the challenges of the introductory marketing class is motivating non-marketing majors (typically 75% or more of the class). While this class is even more important for them — it will likely be their only marketing class — they are usually not intrinsically motivated by marketing. My friend Tom Boyd (Cal State Fullerton) told me that early in the semester he brings in non-marketing businesspeople as guest speakers. I tried that this semester, and taught the cross-functional chapter in Basic Marketing (chapter 20) in the second week of class. It worked and my non-marketing majors were more motivated all semester. A blog post from Vivek Wadhwa on the TechCrunch blog describes why IT managers need selling skills – “It’s All About Selling for Survival.” While this post targets IT people, it really fits with anyone who will eventually be in management in any functional area. I am going to assign this reading next time I teach the class.
This short Wall Street Journal video clip (2:41) interviews the founder of B.R. Guest Restaurant. He talks about building buzz and creating value as the keys to his restaurants success.
I like to show my students that B2B firms can be clever with their marketing as well. So I was intrigued by this example of a successful viral campaign put together by a pipe company. The viral video is shown below and you can link to an article with more information “Charlotte Pipe Goes to the Dogs,” (BtoB, September 14, 2009).
The campaign, created by Eric Mower & Associates, Syracuse, N.Y., includes print and online. It is aimed at engineers and building contractors that use cast iron pipes in drain, waste and ventilation systems. “Charlotte Pipe and Foundry is a conservative company. We have been in business for 108 years, and it is safe to say that the company has never produced an ad that even comes close to the concept behind “Rosco’,” said Brad Muller, VP-marketing at the Charlotte, N.C.-based manufacturer.
For several editions of our books we have been paying increased attention to the role of search in organizational buying and promotion strategy for B2B. This December 4, 2009 post “5 Must-Read Tips for B2B Search Marketing” on the Online Marketing blog by Michelle Bowles builds on that trend and highlights some strategy
This is actually “old news” by now (it was hot in spring 2009) — but I missed it the first time around and maybe you did as well. It shows how the web can amplify the voice of a single complaining customer. The video has more than 6 million views! The story is best told by the protagonist, musician Dave Carroll, in his own words, copied from his website and quoted below. I have placed the first video “United Breaks Guitars” below that.
“In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour and my Taylor guitar was witnessed being thrown by United Airlines baggage handlers in Chicago. I discovered later that the $3500 guitar was severely damaged. They didn’t deny the experience occurred but for nine months the various people I communicated with put the responsibility for dealing with the damage on everyone other than themselves and finally said they would do nothing to compensate me for my loss. So I promised the last person to finally say “no” to compensation (Ms. Irlweg) that I would write and produce three songs about my experience with United Airlines and make videos for each to be viewed online by anyone in the world.”