The consumer products innovation game is changing. New more relevant brands are overtaking established leaders. Vitamin Water. Oxi-Clean. Proactiv Solution. Odwalla.The fundamental approach to... More > creating and building brands has changed. You don’t need a big budget to win anymore. But you do need a new approach.
Author Larry Popelka is former Clorox Company VP of Marketing and currently an Innovation columnist for Bloomberg Businessweek. The GameChanger Manifesto examines several successful start-up companies and how they successfully out-innovated established players in the Consumer Products market.< Less
Learn how Amazon.com, Apple Computer, Glaceau Vitamin Water, Proactiv Solution, Netflix and others used Moneyball Marketing tactics to out-market competitors with ad budgets several times their size.... More > Like the "Moneyball" movie, Moneyball Marketing is all about redefining your metrics - to find higher-impact, under-valued approaches. Instead of measuring GRPs, reach and frequency, successful marketers today need to focus on conversion rates, retention rates and revenue per customer. Moneyball Marketing combines these new metrics with low-cost, iterative testing of alternative marketing tactics. It utilizes techniques from the best approaches in Online Marketing, Direct Response, and MMA/MMM models.
Changes in consumer behavior have reduced the impact of many traditional marketing tools like TV, print and radio. To maximize marketing ROI, companies must dramatically reinvent their marketing programs.< Less