How To Sell Your Ideas in the Boardroom

How To Sell Your Ideas in the Boardroom

This year's TMRE was held in Boca Raton, Florida at the prestigious Waldorf Astoria Resort, an excellent location to host the many corporate researchers and suppliers who attended the four day annual event. The theme for this year's event was "How Corporate Researchers and Agencies can Command the Boardroom," which is highly relevant to researchers who are trying to move the growth needle for their companies. With many manufacturers experiencing only slight growth of 1-3%, many of the speakers focused on specific tactics for driving research ROI.

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How Brands Stand Out, Drive Loyalty & Foster Innovation

How Brands Stand Out, Drive Loyalty & Foster Innovation

Last week, I attended Innovation Enterprise's Brand Strategy Innovation Summit, held within walking distance of Universal Studios. #BrandStrat16 key focus was on how brands can stand out from all the noise out there while establishing trust and leveraging their loyal consumers. The conference also provided thought starters on how to be continuously innovating.

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What Marketing Research Projects Are Right for DIY Approaches?

What Marketing Research Projects Are Right for DIY Approaches?

I was once asked by a manager to figure out how to bring the production and fielding of a large scale mail survey in-house. I have little recollection of the actual exercise other than the vague memory of stupefied suppliers who wondered why on earth I would need to personally mail so many pieces, but I do remember the outcome. While I found that it was indeed possible, I also learned that the resources involved would crush productivity, kill morale, and rob us of the energy required to be critical thinkers.

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B2B Marketing Strategies: Understanding the 5 Types of Tech Buyers

B2B Marketing Strategies: Understanding the 5 Types of Tech Buyers

Crossing the Chasm by Geoffrey Moore is an iconic book for those involved in high-tech sales and marketing. I was first introduced to Moore's concept of the tech adoption life cycle early on in my career when I was doing research for Microsoft. The framework that Moore outlines has been used by countless tech companies in the 25 years since he released the book. Because it is such a core concept, I felt like I knew it well, but had never gone back and read his original book. So I thought it would be nice this summer to go back and read Crossing the Chasm and get a sense for how well it holds up 25 years later.

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Choose Your Own Adventure: Brand Positioning

Choose Your Own Adventure: Brand Positioning

Those of you who are over a certain age may remember the Choose your Own Adventure (CYOA) books. The books were really unique and creative and really fun to read. The idea behind them was that instead of reading a narrative as outlined by the author, you could progress through the book in a path that made the most sense to you. So you would read a few pages of the story, and then you would be presented with a choice, and depending on the choice you made, the story would progress differently.

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