This trend makes perfect sense through the lens of Raymond Lowey's "Most Advanced Yet Acceptable" (MAYA) principle, that the Atlantic Magazine writer Derek Thompson summarized beautifully in his article about what makes things cool, "[Lowey] said to sell something surprising, make it familiar; and to sell something familiar, make it surprising."
“If you want to make a significant change, it’s all or nothing, baby,” was my final thought during a presentation about increasing OER use at a college or university at this years CAMEX college bookstore conference.
I recently attended CAMEX, the campus market expo, where college bookstore managers come to learn about products and services for their bookstores (we were there promotion open educational resources). I was very impressed by the expo and with the products & services I saw, as well as the creative booth designs. A friend of mine asked me... Continue Reading →
I recently attended CAMEX, the campus market expo, where college bookstore managers come to learn about products and services for their bookstores (we were there promotion open educational resources). I was very impressed by the expo and with the products & services I saw, as well as the creative booth designs. Here are photos of some of... Continue Reading →
When someone holds a strongly-held belief, presenting new facts or information and thinking they will change right away is a fools errand. In the majority of cases, they won’t. So, I take solace in planting seeds.
“In most cases, our direct mail piece is worthless. But in the hands of someone who just found out they need new windows? It’s priceless.” An owner of a window company made this statement when one of my colleagues asked him how he thought direct mail was working for him. Obviously, we’d need a lot... Continue Reading →
Implementing a new project, cultural change, movement, etc. is never easy. But one thing that can make it easier is to define each of your strategies as either active or passive.
Previously, I discussed measuring marketing/initiative success based on outcomes, not actions. So what if your campaign isn't successful? How do you find the "break"? The best way is to compare to previous data and industry standards. Previous data Previous data is your data from previous campaigns. Examples: During your last three sales events, percent of people who walked into... Continue Reading →
One of the biggest mistakes we often make with marketing campaigns and initiatives is we measure actions, not outcomes. In order to be successful, we need to clearly define our goals and then clearly define what success is, based on outcomes. Examples: If your goal is to impact a large number of your students by utilizing Open... Continue Reading →