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Marketing

CHANGE & DISRUPTION: AN AMAZON.COM CASE STUDY

The rise and rise of Amazon.com is the classic case study in disruptive innovation.

Disruptive Innovation

On-line retailing

Business cultures

Amazon.com

The rise and rise of Amazon.com since start-up in 1994 is the classic case study in disruptive innovation. First an on-line retailer, broadening into a platform for other sellers, Amazon has been guided by the restless spirit of its founder Jeff Bezos. Bezos thinks long term - he expects his people to challenge, to constantly embrace change. Amazon is at the cutting edge of technology - but it's also based on old-fashioned values: a wide range at a keen price - and good service. The key, says Bezos, is focus on customers, not competitors.

Disruptive Innovation. Amazon.com fits into the mould of classic 'disruptions': cases where new products or business models revolutionised the market - leaving old businesses in ruins. We give examples (Model T Ford, Kodak, Nokia, CD players).

Internal Culture. To achieve such success Amazon needs the internal structure and culture to support that - that means empowering teams to get quick results. For Amazon, the enemy is bureaucracy, not the competition.

Also covered: how a change project is organised, the importance of leadership and follow-up.

Too Challenging? But Amazon has its critics - who point to the zero-hours contracts of its warehouse staff, and the pressure it puts on its managers: an experiment in so-called 'purposeful Darwinism'.

DVD / 2018 / 28 minutes

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STUDIES IN SCALING STARTUPS - DRIVING AND MANAGING GROWTH: ACCELERATING SALES AND MARKETING

You started a new company. It went through several iterations but the business model is working. Now it's time to delegate some of those hats and start growing the company. But rapid growth has its own challenges. In Scaling Startups, entrepreneurs that grew their business(es) into multi-million to billion dollar industry leaders in a matter of years share their insights, travails and solutions that can help make you a greater success too.

Accelerating Sales and Marketing

Marketing Parts 1 & 2

Sales Strategies Parts 1 & 2

DVD / 2017 / (College, Adult, A.P.) / 20 minutes

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EXCEEDING EXPECTATIONS: STRATEGIES TO DELIVER WHAT TODAY'S CONSUMER REQUIRES

By Justin Tamsett

Exceeding Expectations: Strategies to Deliver What Today's Consumer Requires provides an overview of the traits and behavior of the consumer in current society. The DVD explains how health/fitness clubs can position their businesses to meet the needs of consumers. The DVD also details how facilities can develop a suite of products to generate sales. In addition, the DVD reviews how clubs can devise a marketing approach that effectively targets today's consumers. The DVD also points out how facilities can differentiate their message and their business in the marketplace.

Among the topics covered:

What does your consumer look like?

Here is what you need to know

Youniverse

Status - deniers vs. brand fanatics

Betterment

Local love

Zero tolerance for waiting

Ubitech & infolust

Joyning

DVD / 2015 / 55 minutes

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HIGH-POWERED ADVERTISING: PROFITABLE MARKETING STRATEGIES FOR YOUR FITNESS BUSINESS

By Alan Leach

High-Powered Advertising: Profitable Marketing Strategies for Your Fitness Business presents an overview of the most effective advertising and marketing strategies for health/fitness clubs. As such, the DVD explains how clubs can use the Internet to advertise, promote, and grow their business. The DVD also provides information, ideas, and insights regarding writing "high-impact," persuasive sales and marketing copy that can help drive new leads into a club. In addition, the DVD discusses how facilities can brand, promote, and market their business so that budget clubs never become a threat to them. Finally, the DVD reviews lead- generation advertising and marketing ideas that can produce ever more leads and sales.

Among the topics covered:

Profitable fitness business

Retention

Product/services

Selling system

Sales training

Direct marketing

Database management

Lead generation

Awareness

Web marketing

DVD / 2015 / 80 minutes

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INSIGHTS AND STRATEGIES: BRAND MARKETING

Sadhana Smiles says you must ensure your brand reflects the product and service image you require:

Competing brand messages

Memorable brand experience

Creating the brand experience

Moments of truth

Measuring success

Unified brand experience

Key points

DVD / 2015 / 10 minutes

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INSIGHTS AND STRATEGIES: BUILDING BRAND AND REPUTATION

Maria Deveson-Crabbe shows the importance of building a powerful brand and securing your reputation:

Brand or reputation

Brand case study

Perception of brand

Marketing your brand

Damage control

Consistent strong brand experience

DVD / 2015 / 15 minutes

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INSIGHTS AND STRATEGIES: CREATING YOUR BRAND PROPOSITION

Ben Walkenhorst says you must understand your brand and ensure it represents the image you want:

The key to marketing & branding

The value proposition

The brand essence

1. Social
2. Functional
3. Emotional

Consider your brand as a character

The brand identity

Brand evolution

Marketing essentials

DVD / 2015 / 11 minutes

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LET'S GET STRATEGIC: 5 MUST-HAVE'S TO CREATING A MARKETING PLAN THAT WILL GET YOU RESULTS!

By Lindsey Morando

Let's Get Strategic: 5 Must-Have's to Creating a Marketing Plan That Will Get You Results! outlines the key foundational pieces that health/fitness clubs should have before they even begin their marketing planning. In that regard, the DVD identifies the #1 piece of a club's business that must be in place before it can implement any marketing strategy. The DVD also explains how facilities can develop a marketing plan that will lead to action. In addition, the DVD discusses how clubs can make the most of their marketing time, money, and resources. Finally, the DVD provides a quarterly template that facilities can use to help ensure that they are headed in the right direction.

Among the topics covered:

Clarity & mindset

The four "W" method

Productivity & goal-setting

The secret template

Essential tools you need

Accountability & support

Let's put it all together

DVD / 2015 / 54 minutes

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MARKETING STRATEGY CASE STUDIES: TESCO - TRIUMPH & TRAGEDY

Marketing Strategy

Retailing

Corporate Social Responsibility

External Factorst

Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant - but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley. What went wrong?

STACK 'EM HIGH... Founder Jack Cohen's aggressive growth policies in the mid 20th century set the pattern: his successors had grander plans: to make Tesco all things to all people - selling everything to all sectors of society. Branding, own-label goods, overseas expansion and technology were vital planks of its strategy. But was Tesco over-reaching itself?

THE PERFECT STORM: The 2008 world economic crash was a signal for a profound change in the retail landscape: new discount stores could beat Tesco on price, and Tesco had acquired a reputation as a bully towards rivals and suppliers. With the horsemeat debacle and financial reporting scandals by 2014 it was "the perfect storm". Tesco had a fight-back plan, but was it enough?

DVD / 2015 / 27 minutes

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MARKETING STRATEGY CASE STUDIES: THE STARBUCKS EXPERIENCE

Marketing Strategy

Retailing

Corporate Social Responsibility

Globalisation

Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known.

HOW DID THEY DO IT? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's "their Starbucks".

GOOD CITIZEN? CEO Howard Schultz talks about creating "a philosophically different business" but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.

DVD / 2015 / 27 minutes

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PRECISION MARKETING: EFFECTIVELY ENGAGE YOUR MEMBERS UTILIZING THE LATEST TECHNOLOGIES

By Kilian Fisher

Precision Marketing: Effectively Engage Your Members Utilizing the Latest Technologies reviews the latest trends in precision marketing in the health/fitness club industry. The DVD explains how clubs can successfully utilize social media in their marketing efforts. The DVD also looks at the concept of profiling. In addition, the DVD discusses disruptive technologies and the impact that they could have on a facility's marketing. Finally, the DVD addresses how clubs can properly monitor and assess the effectiveness of their marketing programs.

Among the topics covered:

Big data

Leads & members

Data capture

Marketing strategy

SOSTA model

CRM as the hub

Using social media effectively for precision marketing

Profiling for precision marketing

DVD / 2015 / 82 minutes

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DIGITAL MEDIA FOR BUSINESS MARKETING: ONLINE AND MOBILE BUSINESS MARKETING

There was a time when companies debated whether having a Web site would be useful in an overall marketing strategy. Today, a business Web site paired with a mobile app and supported by a nuanced online marketing strategy is a necessity in order to serve an increasingly technosavvy customer base. This program gives a detailed overview of how companies can create and maximize an online/mobile presence starting with the basics-goal-setting, search engine optimization, the user experience, and traffic analysis-and finishing with more advanced promotional considerations such as Web site tie-ins (e-newsletters, blogs, social media); mobile apps; online/mobile/offline advertising (Google Ad Words, Facebook Mobile Ads, QR codes); and text message marketing.

DVD / 2014 / 25 minutes

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DIGITAL MEDIA FOR BUSINESS MARKETING: SOCIAL MEDIA FOR BUSINESS MARKETING

The use of social media to promote business is one of the fastest-growing areas of marketing today. When used correctly, popular social media platforms offer the ability to connect-easily, affordably, and directly-with customers and prospects to build brand awareness and loyalty, improve customer service, and much more. How, then, should a company go about implementing social media as a part of its marketing mix? This program clearly and concisely explains how to get started with social media; make the most of Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Yelp; and develop and manage a comprehensive social media marketing strategy.

DVD / 2014 / 30 minutes

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SECRETS OF BRANDING, THE: MARKETING

What's behind the label?

Discover the secrets behind the brands recognised the world over, as this insightful series looks at how brands are created and explores why some succeed where others fail.

Looking at the latest techniques and marketing strategies in Europe and America - including the use of social media and augmented reality - Secrets of Branding shows how luxury brands are often 'refreshed' to attract new generations of customers across the globe.

It reveals the secret marketing tactics of some of the world's most successful brands, while leading business entrepreneurs, advertising and marketing gurus share insights into the do's and don'ts of brand development.

Note: This BBC production not available in Hong Kong, Macau, Taiwan, Mainland China, Japan, USA, Canada.

DVD / 2014 / 50 minutes

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EVENT MARKETING

Explains that "event marketing" includes both the marketing of an event and marketing with an event. Covers social entertainment events such as fairs, festivals, cause-related, and street events. Also covers business events such as trade shows, seminars and expos. In addition to numerous local events, the program includes the large regional events of the Calgary Stampede, Bele Chere Festival, Mountain State Fair and the Southeast Franchising Expo.

DVD / 2010 / 20 minutes

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CONSUMER BEHAVIOR

Featuring AC Nielsen

In recent years, the traditional nuclear American family has given way to countless options. Marketers who depend on established segmentation may find themselves in uncharted territory. In order to create a more meaningful image of the American consumer, market research giant, ACNielsen brings Spectra Behaviorscape to its clients. Behaviorscape is an innovative segmentation tool that classifies consumers based on how they behave, rather than by traditional demographic data alone.

DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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CONSUMER BEHAVIOR: NETFLIX

Netflix is the world's first and largest online entertainment subscription service. At Netflix.com, subscribers rent from a selection of over 65,000 DVD titles with no due dates, late fees, or shipping costs. The DVD arrives by mail and when the subscriber is finished watching it, he simply mails it back. Only seven years after they began renting DVDs, 5.2 million consumers have chosen to use Netflix over other forms of video rental.

DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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CUSTOMER-ORIENTED MARKETING STRATEGIES

Featuring: The Second City

With an understanding of their core competencies and strategic moves to market their expertise, The Second City has built a relationship with its audience that continues to grow today. What they do best is listening and reacting to their customers, and it helps them to market their product to a variety of audiences.

DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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MARKETING STRATEGIES (FEATURING BP)

The story of the new BP began in 1998 when British Petroleum announced its merger with American based Amoco. Over three years the company went through a dramatic change. The company, now called BP, is the result of the merging of nine companies. As a result of these acquisitions, BP had accomplished the first phase of its new global retail strategy. It had acquired the largest European, Asian and American gas stations. Now it began the transformation from gas station to convenience stores, BP Connect.

DVD / 2007 / (Grades 9-12, College, Adult) / 12 minutes

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MARKETING STRATEGIES (FEATURING STAPLES)

Product, price, promotion and place are the four functions retailers use to create value for their customers. Office products retailer, Staples, Inc., successfully integrates these four functions with their brand promise - to make buying office products "Easy" - to achieve a competitive advantage. Staples makes its customers want to keep coming back to Staples by making the overall purchase experience "Easy."

DVD / 2007 / (Grades 9-12, College, Adult) / 6 minutes

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MARKETING STRATEGY

Featuring Harley-Davidson

For over 100 years, Harley-Davidson has been the rebel of the road. The company uses that rebellious spirit to create one of the most successful marketing and brand establishment campaigns in the U.S. Activities that bring the company face-to-face with its customers are extremely important to Harley-Davidson and really are what drives the company from the standpoint of its relationships with customers. Steve Piehl, Harley-Davidson's Director of Events & Consumer Initiatives, discusses the Harley-Davidson experience.

DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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STREET SMART SALES AND MARKETING

With Jeff Slutsky

Outside the Box Thinking for Big Results

In a world of rapid-fire advertising and marketing, people are on guard. The same tactics no longer work. We need to get more creative and clever in our sales and marketing efforts. In this fast-paced, entertaining, and idea-loaded program, you'll learn dozens of innovative tactics for outsmarting your competition, prospecting, trust building, handling objections, and much more. You'll hear captivating stories loaded with insights, ideas, and humor. Plus, you will also be reminded of some of the most important sales basics that many of us tend to forget. If you are ready to rethink your thinking about sales and marketing, this seminar will give you the tools, strategies, and insights you need, with an entertaining twist.

DVD / 2005 / 105 minutes

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THAT'S MARKETING! UNDERSTANDING CONSUMER BEHAVIOR

What is marketing and what tools does it use? Learn about segmentation, market research, branding, packaging, variable pricing, and positioning. This video is for students of marketing AND for consumer education classes.

Learn:

Most people think restaurants are in the food business. NOT a marketer.

Women's clothing does not come in standardized sizes. What does this have to do with marketing?

Understand marketing by looking at everyday items such as milk, cola drinks, blue jeans, and breakfast cereals.

Learn why ads for prescription drugs flood the airwaves.

Apply basic marketing concepts to sports and learn what is the "product" of a basketball franchise?

Seeing how the lowly "tennis shoe" became a closet full of expensive "athletic shoes."

Explore variable pricing.

DVD / 1999 / 23 minutes

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CHANGING LANDSCAPE OF MARKETING, THE

With Itamar Simonson

How consumer choices have become more rational - and more difficult to influence.

Relative thinking and its diminished impact on purchasing behavior.

Why the Internet has turned marketing theories upside down.

The explosion of information made available by the Internet has caused a radical shift in consumer purchasing behavior, due largely to a migration from relative to absolute decision making (judging an item on its own merits rather than compared to other products) and the influence of social media (judging on popularity and user reviews). These factors have increasingly undermined the effectiveness of traditional marketing campaigns and marginalized the ability of marketers to influence and predict buyer choices.

Targeting, positioning, and top-of-mind approaches have all lost value. Brands are less effective in influencing perceptions of quality and consumer loyalty is less reliable as a purchase driver. This environment lowers the barrier of entry for lesser-known brands - as long as they have a good product - but also opens the door for established brands to diversify into seemingly unrelated categories. To be successful, you need to reevaluate the role of marketing and question your previous assumptions, track social media chatter and manage your reputation, and capitalize on web-based metrics that give you real-time feedback on what works and what doesn't in today's two-way communications with customers.

DVD / 64 minutes

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GETTING NEW CUSTOMERS / KEEPING THEM FOREVER

By Richard Mulvey

If you are going to grow your business this year you will need to be more creative in the way you attract new customers. In this work we discuss the traditional methods of attracting new customers and explore some more creative ways to dramatically grow your business. Once you have attracted customers to your business it is important to keep them and in this work we also explore simple but effective ways to hang on to your customers and keep them coming back over and over again.

Understand how Customer Relationship Management (CRM) works

Find new customers before your competitors do

Discover new ways to attract Customers to your business

Turn cold calling into warm calling

Double your potential customers in one month

Convert casual customers into permanent customers

In today's economic climate successful companies know the importance of a successful sales team. Customers are fewer and harder to find and while your competitors are snapping at their heels trying to take them away from you, using the same old techniques will not be enough to stem the tide. There are no shortage of opportunities however and in this work we explore some new ideas that will help you develop your customer base and keep them for ever.

DVD / 77 minutes

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HOW TO PERSUADE ANYBODY TO DO ALMOST ANYTHING

By Jacques de Villiers

If you'd like to close more deals more consistently, then you should spend time with sales trainer Jacques de Villiers and discover how to Persuade Anybody to do Almost Anything. Discover the six secrets of master persuaders that'll help you blast your sales through the roof. IN this DVD you'll learn some of the fiercest, clinical and most effective persuasion techniques known to the human race. Once you've mastered the simple, yet effective and ethical persuasion techniques, you'll open an Aladdin's cave of commissions that you've never dreamed of.

Discover how to get people to buy from you (even if they don't like you)

Learn the Sandra Bullock technique for getting commitment

Uncover the grandfather of all persuasive words

Find out how proof will push any Doubting Thomas over to your side

Learn the five words that make people salivate

DVD / 70 minutes

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INC. MAGAZINE: BUSINESS ADVISOR - MARKETING & SALES PART I

Inc. Business Advisor provides "best practice" management information for entrepreneurs to help create and build their business. Inc. draws upon more than thirty years of experience with the most successful, innovative entrepreneurs in the world. More than thirty in depth tutorials on writing a business plan, creating a marketing strategy, managing people, and more provide actionable solutions.

Marketing & Sales Part I

Marketing Strategies

Online Marketing

Public Relations- The Media And Other Tools

Brand Building

DVD / (Senior High or Above) / 30 minutes

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INC. MAGAZINE: BUSINESS ADVISOR - MARKETING & SALES PART II

Inc. Business Advisor provides "best practice" management information for entrepreneurs to help create and build their business. Inc. draws upon more than thirty years of experience with the most successful, innovative entrepreneurs in the world. More than thirty in depth tutorials on writing a business plan, creating a marketing strategy, managing people, and more provide actionable solutions.

Marketing & Sales Part II

Small Business Sales Techniques

Networking Tools and Venues

Using The Competition To Your Advantage

DVD / (Senior High or Above) / 30 minutes

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