Richard Fouts

A member of the Gartner Blog Network

Entries Categorized as 'Marketing communications'


How to Tell Stories Buyers Will Remember

by Richard Fouts  |  April 9, 2014  |  Submit a Comment

By the time you read this blog post, over 12 million people will have viewed The Big Leap on YouTube. Lacoste’s ad illustrates what consumer marketers often do so well:  tell stories that tap into emotionally-filled memories.  Memory, after all, is the crux of brand awareness Often, you remember a brand because a marketer told [...]

Submit a Comment »

Category: Brand awareness Digital Marketing Marketing communications     Tags:

How to Pitch a Creative Idea

by Richard Fouts  |  March 18, 2014  |  1 Comment

As marketers and salespeople we are good at generating ideas. Where we often fail is pitching them. Why does this happen? According to University of California business professor Kimberly Elsbach, it comes from preconceived notions about us (the pitchers) and our audience (the catchers).  Elsbach says: “Before you know it, your audience has placed you [...]

1 Comment »

Category: Digital Marketing Marketing communications Personal selling     Tags:

Killer Advice for Giving Killer Presentations

by Richard Fouts  |  July 29, 2013  |  Submit a Comment

If such advice existed, every TED talk would win an award. The fact is, there’s no killer advice about this topic, though presentation consultants could fill a library with their tips, tricks and “must have” techniques for delivering killer presentations. Trust me, having spent years reading this stuff and having given my share of boring [...]

Submit a Comment »

Category: Digital Marketing Marketing communications     Tags:

Three Investments B2B Marketers Should Consider Right Now

by Richard Fouts  |  February 14, 2013  |  5 Comments

Marketing investments that throw a positive jolt to other areas are particularly interesting.  And they often surprise even the most savvy veterans. Let’s start with retention. You’ve heard the statistics. A 2% increase in retention can create the equivalent of a 10% reduction in costs. Some studies show a 5% increase in retention improves profitability [...]

5 Comments »

Category: Digital Marketing Marketing communications Marketing Strategy     Tags: , ,

Why you need a Starbucks name

by Richard Fouts  |  August 10, 2012  |  Submit a Comment

If you’ve ever wanted to live your alter ego, if only for a moment, Starbucks is about to fulfill your fantasy. The popular coffee bar just announced its new method for paying for your morning latte: simply speak your name. Now there’s a concept that exemplifies “ease of use.” As stated in the NY Times, [...]

Submit a Comment »

Category: Marketing communications Marketing Strategy Uncategorized     Tags: , , ,

…my chat with Lester Wunderman

by Richard Fouts  |  May 17, 2012  |  Submit a Comment

While in New York recently, I had the opportunity to wander by Lester Wunderman’s office (accompanied by CMO Trish Wheaton who generously made the introduction). At age 91, he’s sharp as a tack and ventures into the office everyday (saying, “what else would I do?”).  Well, I can think of plenty of things I’d do, [...]

Submit a Comment »

Category: Brand awareness Marketing communications Personal selling     Tags:

March Madness shows why new media is not a zero sum game

by Richard Fouts  |  April 4, 2012  |  Submit a Comment

Where marketers are mistaken, is looking at this new era of promotion as a old vs new media game.  Should I abandon print in favor of digital?  Should I abandon TV in favor of social networks?  Wrong questions… I address this in my note .. Management Guide to Digital Marketing 2.0. Where the new digital [...]

Submit a Comment »

Category: Brand awareness Digital Marketing Marketing communications Marketing Strategy     Tags: , , ,

What does it really mean to ENGAGE the digital customer?

by Richard Fouts  |  April 4, 2012  |  1 Comment

If your agency inserts a call to action at the close of a standard campaign to drive more traffic to your Facebook page – and calls it digital engagement – they don’t get social media (quite the opposite).  This is the age of conversational marketing, of participatory marketing. When customers share positive experiences about you [...]

1 Comment »

Category: Brand awareness Marketing communications Marketing Strategy     Tags:

When Digital Marketers Should Consider a 12-Step Program

by Richard Fouts  |  April 24, 2011  |  2 Comments

Take  a look at this list of career opportunities at a major consulting firm: Our organization is looking for experienced professionals in: -          Paid Search -          SEO/SEM -          Marketing Analytics (SAS) -          Digital Marketing and Advertising -          Digital Brand Strategy & Transformation -          Interactive Account Management -          Web Analytics -          Social Media Implementations -          Mobile Product [...]

2 Comments »

Category: Digital Marketing Marketing communications Marketing Strategy Strategic Planning Uncategorized     Tags:

Harry Gold’s New Cost Avoidance Term: Media Equivalent Value

by Richard Fouts  |  February 13, 2011  |  Submit a Comment

How much do you typically spend to generate a few million impressions, connections, email signups or leads?  What do you spend to generate a thousand click-thrus?  Well – put your check book away, because the CEO of Overdrive interactive, a digital marketing company, has a cost avoidance technique. Many of you already know about it [...]

Submit a Comment »

Category: Brand awareness Marketing communications Public relations     Tags: