By Peter Lyle DeHaan, PhD Many people who are not trained in the art of marketing, have the false assumption that they can run one ad and make the phone ring. This is rarely the case. Regarding the need for ongoing advertising, author Debbie Elicksen says it best: “A one-shot ad rarely works. Many businesses […]
Category: Business
Business articles by Peter Lyle DeHaan, PhD
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Bombay Calling
By Peter Lyle DeHaan, PhD I recently stumbled onto a TV program entitled Bombay Calling. It was about an offshore call center, providing a compelling exposé of an India-based outsourcing call center and the people who worked there. In a gripping documentary style, it showed both the good and the bad in offshore call centers. […]
Unrestrained Marketing Can Drive Business Away By Peter Lyle DeHaan, PhD In most cases, businesses face legal restrictions when it comes to calling residential phone numbers. Aside from some carved-out exemptions, the one key exception is if there is an existing business relationship (EBR) between the company and the person they’re calling. So, if you’re […]
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The Politics of Calling
By Peter Lyle DeHaan, PhD With the fall elections in the United States now in our rear-view mirror, we can now take a calmer look at what happened. In the days preceding the election, more than one person shared with me their eagerness for the voting to come to a conclusion. Quite succinctly, their common […]
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Fax Removal Line: A Lesson in Futility
Unethical Business Practices Hurt Everyone By Peter Lyle DeHaan, PhD The deluge of phone calls was not how I wanted to start my week. These calls slammed my company’s sales line—with complaints against another company. What unfolded was a revealing look at the ugliness of unethical marketing tactics. Though I haven’t had a fax machine […]
By Peter Lyle DeHaan, PhD “Digital Advertising is Being Clobbered by Traditional Media,” so reads the headline from TradingMarkets.com, PIworld.com, and others in summarizing research reported by Zussi Research in August 2010. The report notes that contrary to the hype surrounding online advertising, traditional advertising is perceived as more informative and necessary than online advertising. […]
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Don’t Miss the Economic Recovery
By Peter Lyle DeHaan, PhD As our economy—both in the US and globally—begins to slowly emerge from recession, now is the ideal time to revisit your marketing strategies. For companies that scaled back their advertising expenditures during the downturn, it is advisable to ramp up marketing efforts as buyers ready themselves to make those purchases that […]
By Peter Lyle DeHaan, PhD It seems that every other week there is a study extolling the virtues and desirability of digital publications. They make such claims as: While I don’t dispute findings such as these, their survey base can render any conclusions as errant. The problem is that surveys about digital publications involve talking […]
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Why Do-Not-Track is a Bad Idea
By Peter Lyle DeHaan, PhD As if marketers don’t have enough to worry about, the FTC is reportedly considering a “Do-Not-Track” registry. This would allow consumers to sign up to have their Web browsing activity hidden from advertisers. (This effort comes after the consumer favorite “Do-Not-Call” bill, which decimated the telemarketing industry and reportedly cost millions […]
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Beware the Ever-Changing Fine Print
By Peter Lyle DeHaan, PhD I once received a 17-page booklet from my credit card provider covering their revised “customer agreement.” They mailed it under the guise of good customer service, but I’m sure that buried somewhere inside is a policy change that will effect me. However, I don’t have the time or interest to […]