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#TBT

#TBT: Every Marketing Program Begins With the Same Question …

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Every Marketing Program Begins With the Same Question ...“What is the intrinsic value of the product or service?”So says Lynda Resnick, creator of POM Wonderful pomegranate juice, as quoted by Harvey Mackay in one of his articles.What does intrinsic value mean? In developing your product and your way of talking about the product, Resnick says you should, “recognize above all that consumers aren’t stupid. They are looking for value, honesty,...

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#TBT: Shutting Down the Factory … Not a Key to Success

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Shutting Down the Factory … Not a Key to Success.Michael Kaiser of the Kennedy Center wrote this in the The Huffington Post [February 2010]:“Many arts managers are angry with me. They do not appreciate my advice not to cut programming during this recession. I continue to say that creating large, important projects is central to creating fiscal health. Especially when there is less money for the arts (and there is...

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#TBT: Know Your Customers, or Just Think You Do?

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Know Your Customers or Just Think You Do.Like many of you, I watched the Super Bowl yesterday [February 8, 2010], and it was a pretty terrific game.Typically, I ignore (or fast forward through) commercials, but since the Super Bowl commercials are noteworthy, I actually paid attention to them. I’m not particularly interested in breaking down which ones worked, etc., but I noticed something.Most of the commercials looked as though they...

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#TBT: More Pie Now!

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: More Pie Now![In 2010,] I participated in a panel at Tickets.com’s excellent Executive Summit in Long Beach. This gathering, in its second year, is one of a kind in that it brings together top executives across the live entertainment business for a brief, but powerful, conference on a wide range of issues that affect the whole industry.I was on a panel with a group of really interesting folks, and the...

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#TBT: The Past Is Gone

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: The Past Is Gone.For human beings, the past is a presence. It’s with us all the time in both simple and complex ways. When we step off the curb into a busy street, the hundreds of times we’ve successfully crossed a street safely guide our decisions or the story we heard about a person who didn’t. When we open our mouths to talk to speak to our parents, the years...

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#TBT: Let’s Get Marginal

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Let’s Get MarginalThere’s a very common analytical error that producers of live entertainment make. It’s the kind of mistake that comes straight from human nature, and so in a way, it’s hard to blame theatre producers specifically for making it. Most of them never claimed to be quant jocks.  In fact, many of them actively protest that numbers give them the heebie jeebies.Fair enough, but the consequences of this mistake are...

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#TBT: (What’s So Funny ’bout) Speaking Like a Human Being

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: (What’s So Funny ’bout) Speaking Like a Human BeingA colleague of mine got an email from a well-known e-commerce site the other day that said this. (I took out anything I thought could identify the company or product.) Dear [xxxxx],We at [xxxx] work tirelessly to bring our members luxury products and experiences that exceed their expectations, all at exclusive prices. We also strive to provide the best support possible, especially if...

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#TBT: Necessary But Not Sufficient

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Necessary But Not Sufficient.You need air to breathe, but it’s not enough to survive.You need to be big to play in the NFL, but you need a lot of other things, too.These are what’s known as ‘necessary, but not sufficient’ conditions. The Beatles sang that “All You Need Is Love,” which is obviously wrong, but it’s hard to blame them when “Love Is a Necessary But Not Sufficient Condition”...

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#TBT: Why Are Tickets More Expensive? Because It’s All About Being There

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Why Are Tickets More Expensive? Because It’s All About Being There.A few days ago [April 2010], Duke Law professor Richard Schmalbeck wrote an op-ed for The New York Times whose central thesis I would paraphrase as this: In the past, tickets were much cheaper, and the most important reason they are now expensive is that high-priced skybox tickets are partially deductible by businesses as tax write-offs.As uninterested as I...

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#TBT: Too Small to Meter, But Not Too Small to Matter

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Too Small to Meter, But Not Too Small to Matter.I’ve got a mixed relationship with the business chestnut, “if you can’t measure it, you can’t manage it.” Of course, you can manage things you can’t measure. We do this all the time in our personal lives, and if I asked my friends to fill out a survey about how I’m treating them, well, I imagine that alone would cause my...

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