Thirty years ago, there were more than 300 fleet management companies in the US. Today, it’s down to 10, vying for the same customers. And the second largest player, PHH Arval, was facing monumental challenges.
Their competition was badmouthing them after a failed merger with GE. When they finally responded, their messaging was inconsistent. This left employees frustrated, and customers scratching their heads. What’s more, PHH was clinging to a story of industry firsts in a marketplace that had caught up to them technologically.
See on Scoop.it – Advertising, I say Five Reasons For Marketers To Be ThankfulForbesAs the marketing revolution barrels ahead, I know at times, many marketers feel like modern-day explorers, apprehensively setting foot in a new and foreboding landscape. See on www.forbes.com
See on Scoop.it – Advertising, I say Customer retention calls for a different content strategy SUMMARY: B2B marketers are paying more attention to customer retention and should adjust their campaigns to that specific purpose, Ardath Albee writes. Content marketing should encourage the embrace and use of the purchased product, and help customers find more […]
See on Scoop.it – Advertising, I say Getting the basics right can mean millions of dollars in growth or savings. Unfortunately many marketers spend too much time chasing after “shiny objects” – sexy fun experiments like cool apps or fun YouTube videos. See on www.linkedin.com
The latest edition of the Edelman Trust Barometer study just came out showing CEOs in the dog house when it comes to being trusted. Who do people trust? Academic and tech experts, sure. But the biggest movers in the study are “a person just like me” and “regular employee.” Look at your 2012…
I’ll readily admit that I was a deadhead for a brief, shining, brief, (did I mention it was brief?) time in college. As a marketer, I’m ashamed to say I never saw this book angle coming though: Marketing Lessons from the Grateful Dead A longtime fan of the Dead, David Meerman Scott co-wrote the book […]