Business Growth Strategies For CEOs: Top CMOs On Marketing Strategy Implementations

Achieving Revenue Growth and Excellent ROI with a Radio Restaurant Promotion

Thu, Mar 26, 2020 | Posted by Doug Reifschneider

Those of you in the restaurant chain or franchise business may enjoy the details of this successful restaurant promotion executed by Doug Reifschneider. Doug was Vice President of Marketing at Pita Pit at the time, but recently joined Chief Outsiders as a fractional CMO.

The promotion involved six Pita Pit restaurants located in Northern Idaho and the Spokane area who agreed to pool funds to test a cooperative advertising program. The test included a guerrilla radio advertising tactic, print, social and email support with offers to encourage trade-up and increase party size.

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What Yoda Can Teach Us About Revenue Growth

Tue, Dec 10, 2019 — A long time ago, in a galaxy far, far away, a franchise was born. Since the release of a little space movie called “Star Wars” in 1977, legions of multigenerational fans have carried the franchise on their backs – and in their hearts – to a reputation as one of the world’s most recognizable brands. As a brand dependent upon fan zealotry, ANY corporate move (whether on the screen or behind the scenes) is bound to get extreme scrutiny on social media, message boards and elsewhere. That’s why I read with interest a recent Wall Street Journal article that examined the difficulty of the transition of the Star Wars franchise from its original ownership under its creator George Lucas, to a “tentpole” franchise now owned by Disney.

Reeling In Recurring Revenue: Three Steps to Sustained Success

Thu, Jul 18, 2019 — A fisherman, as a rule, has to work pretty hard to bring home the catch of the day—hours of grueling effort, in pitching seas, to struggle to reel in one tuna at a time. Imagine, however, a utopian upgrade to this model—simply navigating to the “hot spot,” and sitting back with a frosty beverage while the fish jump, willingly, into the boat. If you run a recurring revenue stream business, you get to inhabit this magical place—a customer signs up, and they keep paying you, month over month. But, simply having a recurring revenue stream does equate to perpetual hockey stick revenue growth—and I played hockey! There are a number of things that can cause your recurring revenue model to “flounder,” affecting your revenue and margin growth. In this blog series, we’ll look at the three issues facing recurring revenue businesses—churn, balancing acquisition and retention and creating a retention program. It is my hope that, by the end of this series, you will secure your recurring revenue enterprise against the sharks that could bring it down—and that’s no “Big Fish” story!

What CEOs Should Look for in a B2B Manufacturing CMO: Part 3

Thu, Apr 25, 2019 — In Part 1 and Part 2, we examined the importance of understanding the buying process and the role of emotion in B2B marketing. We concluded that you’ll want to hire someone who is not just familiar with your industry, channels and channel partners—but someone who’s truly interested in your customers, their pains and buying processes. They must understand what each buyer is trying to achieve, not just what they’re trying to buy. Now, let’s look at some examples and consider the value of going beyond traditional sales support and investing in marketing for growth.

What CEOs Should Look for in a B2B Manufacturing CMO: Part 2

Thu, Apr 11, 2019 — In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies. Appealing to Emotions Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision. They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”

Growth Insights for CEOs

Achieving Revenue Growth and Excellent ROI with a Radio Restaurant Promotion

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What Yoda Can Teach Us About Revenue Growth

Reeling In Recurring Revenue: Three Steps to Sustained Success

What CEOs Should Look for in a B2B Manufacturing CMO: Part 3

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What CEOs Should Look for in a B2B Manufacturing CMO: Part 2

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