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Author Archives: Glenda LeGendre

Tapping into ‘touchpoint marketing’

If you conduct a quick Google search of “customer touchpoint mapping” you’ll be gobsmacked with a large array of colorful graphics regarding customer points of engagement analysis. Every organization, either for-profit or nonprofit, large or sole proprietor, can benefit from ...

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Playing, and winning, at the name game

The name research itself was an interesting and important undertaking — there was not an identifiable individual associated with the selected name. In order to fix on Stevenson, I worked from a list of 80 suggested names posted by stakeholders ...

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General counsels’ view of legal marketing

What do in-house counsel seek from outside law firms? The answers to this are relevant to both lawyers and to other professional service providers. As background, the Legal Marketing Association recently held its well-attended annual meeting in New Orleans. The ...

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Restructuring the marketing function

As a frequent participant in startups over the years, I have had the opportunity to create, develop and lead large marketing functions for diverse organizations. Now that I am a marketing consultant in the digital era, the organizational model I ...

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Concepts to boost retail marketing

Today’s retail marketplace is changing dramatically and exponentially. The growth in online ordering is causing malls and even big-box stores to fall to the wayside. Small businesses are equally challenged. What’s a business to do to compete in the digitally ...

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Marketing a good night’s sleep

Had a good night’s sleep lately? The current status of mattress marketing is a great metaphor for modern marketing as a whole. If you shopped for a mattress over the last two years, you likely encountered many changes to the ...

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Mastering media interviews

Bloggers. Newspaper writers. Television and radio reporters. Clients often want to know why some of their peers with the same or even lesser expertise get more interview time or media presence with these groups. The well-quoted individual may have been ...

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Food fight in the restaurant, grocery business

Cook what you can sell or sell what you can cook? This variation of a well-known sales strategy reflects the wholesale change experienced by the restaurant and food/grocery industries and the corresponding burgeoning marketing efforts. The changes are due in ...

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