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perception matters: who is your washington post?

Posted by Dave Rothacker on Jul 2, 2017 12:05:00 AM

In 2007, the Washington Post staged a social experiment in an arcade outside of a Washington DC Metro subway station. Managers were interested in context, perception and priorities so they strategically placed a 39 year-old violin player, wearing a baseball hat, T-shirt and jeans, in a location bristling with people on their way to work.

Would passersby notice the man? Would they stop to take in his performance? Would they find the classical music he was playing appealing?  Here are the results:

  • 1,907 people walked by.
  • 7 people stopped for at least one minute.
  • He played six 6 classical pieces for 43 minutes and received $52.17 in donations.
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Topics: Marketing, business culture, Building a Business, Customer Connection, Plumbing, hvac, learning, knowledge, perception

Better Your Business - Build Your Own Library

Posted by Dave Rothacker on Jun 27, 2017 12:00:47 PM

Tinker Hatfield is a world renowned basketball shoe designer and the Air Jordan XI is arguably the most popular Nike basketball shoe of all time. Earlier this year Netflix released Abstract: The Art of Design, a documentary on popular designers. One show is devoted to Tinker Hatfield, recognized by Fortune as one of the 100 most influential designers of the 20th century. It’s a fascinating show. There is one aspect to Tinker’s success that stands out and it’s something that you can easily emulate.

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Topics: Marketing, business culture, Building a Business, Customer Connection, Plumbing, hvac, learning, knowledge

neuromarketing can make a difference

Posted by Dave Rothacker on Jun 18, 2017 12:00:00 AM

A few weeks ago we learned, according to neuroscience, a person can unconsciously communicate and receive messages. We mentioned that neuroscience has been making headway into the business world in the form of neuromarketing. Neuromarketing is the applied use of scientific principles to measure how our brains react to marketing stimuli. 

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Topics: Marketing, business culture, Building a Business, Customer Connection, Plumbing, service calls, hvac

The New Attraction Model for Business

Posted by Dave Rothacker on Feb 5, 2017 5:39:00 AM

A few weeks ago, in an article titled Are You in or Out?, we spoke about Inbound Marketing. There are many marketing professionals who believe that Content Marketing is a subset of Inbound Marketing. I agree.

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Topics: Business Growth, Marketing

Are You In or Out?

Posted by Dave Rothacker on Dec 18, 2016 4:20:00 AM

“Well Mrs. Jones, the problem is simple. A combination of your air filter and A-coil is causing a higher than average total external static pressure and your ECM is incapable of moving the required CFM.”

Simple?

You probably covered this in TECH-101, do not use technical terms with the customers.

So, who exactly covers this point with the folks who sell you products and services? Do your business partners explain their industry’s technical jargon? For that matter, are they explaining the programs, processes and things that the jargon represents?

Let’s give your marketing folks a hand today and breakdown the term Inbound Marketing. For some reason early on, I struggled differentiating between the terms Inbound Marketing and Outbound Marketing. Maybe you have too.

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Topics: Marketing

Books to Grow By

Posted by Dave Rothacker on Dec 11, 2016 4:32:00 AM

Some people need to breathe. I need to read. This obsession of mine is not exactly a secret so consequently I’m often asked to name a few favorite books. Flying my homemade sheet metal dustpan to the moon would be an easier task.

So today, instead of a book list, which would stretch to the moon, I chose to list a few of my favorite marketing authors.

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Topics: Business Growth, Marketing, Management

Facebook for Contractors

Posted by Dave Rothacker on Jul 24, 2016 4:00:00 AM

Does your company have a Facebook page? Do people visit and participate there? Okay, let’s pretend that it’s not your contractor buddies. Anyone else?

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Topics: Business Growth, Marketing

What is Your Brand? 

Posted by Dave Rothacker on May 8, 2016 4:30:00 AM

Wrestlers have a firm hold on the calf as a brander applies the hot iron.

The sound of searing cowhide is distinct and the smell unpleasant. The sound a calf makes during the process is not for the faint of heart.

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Topics: Business Growth, Marketing, Branding

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