You may know that over 1 million apps are downloadable on an iPhone. But did you know how businesses are counting on these apps to break the mold of traditional marketing? Just at the point where you may feel comfortable sporting your inbound marketing badge, you may want to research this new generation of Friend-of-Mine marketing. As explained further, smart marketers are finding clever ways to befriend consumers addicted to "self-help" apps while reinforcing their brand image in the process.

From "Top-of-Mind" to "Frame-of-Mind" to "Friend of-Mine"

Let's first rewind. For years, marketers counted on Top-of-Mind awareness to reach audiences. So after constantly hearing AFLAC!, AFLAC!, we would remember them if and when we become a prospect. This assumes a great deal of consistency, channel breadth and cash.

But along came search engines and social content marketing. This shifted "Top-of-Mind" to "Frame-of Mind" awareness. The goal here is to align your problem solving content (e.g., webinars, eBooks, blogs, etc.) with targeted audiences precisely when and where they are in their buying cycle. This inbound marketing approach is less intrusive than Top-of-Mind and is based on the generous giving of helpful content.

Enter the "app" generation.

Big brands see the move toward mobile apps as a way to engage in Friend-of-Mine marketing. The concept works like this. Charmin's "Sit or Squat" app allows you to download a map of rated restrooms in your area.

Why would they do this? Hopefully, you will associate Charmin's brand with helpfulness while inviting them into your circle of friends. Okay, that may be a stretch. But imagine seeing only this brand name at the time of need.

The Geek Squad is often questioned why their self-help electronic repair videos don't jeopardize their own repairs. Instead, they find the typical overextended gadget fixer searching for a bail-out. Upon witnessing the Geek Squad's expertise, they make the call. This "Let me Help" form of marketing" is not employed as a sales tactic but as a way for the Geek Squad to become a friend. But in the process of helping, they undoubtedly generate new demand.

A widely downloaded app for stain removals is sponsored by Clorox. Although much of their researched advice goes well beyond the scope of their offerings, they can actually stimulate new demand as users consider new possibilities for stain removal. Similarly, Ortho has an app that will help you identify and treat harmful weeds in real-time. Whose weed killer and fertilizer are you going to remember?

Friend-of-Mine Marketing Offers Entrepreneurial Advantages

Small businesses are also capitalizing on low cost app development to offset the high costs of top of mind advertising. Consider how Columbia Gear has an app to explain the various knots to tie when engaged in outdoor excursions. Rather than sporting ads for their outdoor clothing, they are banking on your befriending them at a time when you might consider their products.

So what cool apps do you think can qualify as an exemplary use of Friend-of-Mine marketing?

James Barry, D.B.A., is an Associate Professor of Marketing at Nova Southeastern University. He develops, teaches and consults on a variety of social media marketing subjects. He can be reached at jimbarry@huizenga.nova.edu or 954-262-5134. More About the Contributor

This entry was posted on October 17, 2013 at 9:12 AM and has received 3364 views. There are currently 6 comments. Print this entry. Download attachment.

It is rather common knowledge that in the U.S. we take life with a large side of sugar. Media present different discussions and debates related to the high rate of obesity, sugar consumption and the size of soft drinks in the U.S. We even had the example of Mayor Michael Bloomberg trying to prohibit oversized soft drinks in New York. They might be right about America's sugar obsession.

One of the key decisions that marketers need to make when doing business in international markets refers to standardization versus adaptation. In order to be successful, major companies are trying to adapt as much as possible. Regarding sugar preferences and regulations around the world, companies have shown that many times adaptation is the best approach. For example, Nabisco was forced to adapt to the local preferences after introducing Oreos to the Chinese market. Among others, they reduced the amount of sugar in the Oreos, because they seemed too sweet for Chinese consumers' tastes.

When discussing about Coca-Cola and its products, there are also differences from one country to another regarding the amount of sugar and the ingredients used. For example, 100 ml of original Coke have 42 calories in the U.K. and in France, but 44 calories in the U.S., where we also benefit from an additional gram of sugar. It might not seem much, but multiply this by 10 for two oversized drinks per day, and you will see the difference in calories.

For Coke's sibling, Fanta Orange, not only the sugar content differs around the globe, but also its color and taste. The bright orange drink in the U.S. has even more calories (45.6) and sugar (12.5 g) than Coke for 100 ml. At the same time, in the U.K. and France, just to name a few countries, it includes way less sugar and its color is much closer to yellow than the American bright orange. In the U.K., incredibly, Fanta has only 28 calories and 6.9 grams of sugar, while in France, 39 calories and 9.6 grams of sugar per 100 ml, significantly less than its sugary American sibling. There are many other examples of countries where Fanta counts on less sugar and on a more savory flavor. Moreover, while European products include sugar, their American counterparts are based on high fructose corn syrup.

The examples do not end here. Take some products from an ethnic store and compare them to their U.S. made correspondents. You even have a reason to indulge in the name of research.

Have a sweet week.

Maria Petrescu, Ph.D., is Assistant Professor of Marketing at the H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University. She can be reached at mpetresc@nova.edu More About the Contributor

This entry was posted on September 30, 2013 at 9:29 AM and has received 4351 views. There are currently 26 comments. Print this entry. Download attachment.

If you were asked to place a value on your business or personal relationships, how would you express it? If you are like most of us you would probably answer with a determined financial or monetary range of the relationship's worth.

• A retail business might determine a loyal customer to be worth an average of $35 to $45 per visit.

• When hiring human resources, a recruiter may determine that the individual can produce at least the wages and expenses of the position he or she holds.

• If you are a parent, you may be calculating the cost of all those trips and fees for little league, school clothes and books, upcoming college, the cars and required social events .... (I could go on here...)

Ideally, shouldn't we look at the value of the relationship like sales people do? In other words, should we consider the value in other terms?

Value is defined as a ratio and it looks like this:

All The Things You Get VS All The Things You Give Up

Ideally, in order for something to be considered valuable, the stuff you "get" should be greater than the stuff you "give up".

Everyone's definition and interpretation of what is "valuable" differs. For my step-daughter, value would most likely be described in terms of the time she gets to spend with her own daughter. For my student, value would most likely be that "something extra" that helps them to reach their employment goals. The only way to really know what others value is to get to know them and develop relationships.

Building relationships is a fundamental element of being a human being. We all like to be around people that we like and who we can trust. In Professional Selling we say: "you buy from people you like".

To build relationships, and for these relationships to be valuable, there must be more "gotten" than "given". In sales, we have learned that "It's better to give than to receive," because when you give you always get in return. If you put your customers first, you will be well rewarded down the line. So what does this mean for you?

The next time you consider the value of your relationships, ask yourself:

• What value do I bring to the relationship?

• Is what I bring considered valuable by others?

Dena Hale, Ph.D., is Associate Professor of Marketing at Nova Southeastern University. Professor Hale is dedicated to providing a sales curriculum and consultative services that promote genuine salesmanship and integrity. She can be reached at dh1113@nova.edu More About the Contributor

This entry was posted on September 9, 2013 at 9:04 AM and has received 2610 views. There are currently 4 comments. Print this entry. Download attachment.

Thinking of launching a new restaurant concept? First piece of advice....Don't!! After three years, 60% of new restaurant companies fail. But, if you like to fight the odds and are convinced you have a winning idea, consider the advice below.

Anthony's Coal Fired Pizza has successfully navigated this very competitive marketplace, and, in its 11th year, has grown to 38 stores in six states. The Brand's success has been driven by a combination of factors-here are my top 10:

1) A unique product and authenticity are critical in the ultra-competitive restaurant industry (the world is not waiting for another pizza).

2) Never compromise on quality ingredients (there are a hundred ways to cut costs and corners, and all of them lead to Brand erosion).

3) Keep it simple (a short menu supports consistent execution and compels the Brand to "stand for something" in the eyes of the customer).

4) Treat staff and customers like family (it's the impersonal practices of the big chains that create the opportunity for smaller competitors to gain traction by making that important personal connection).

5) Share the wealth (when you expect a lot from your store managers and staff, you should give a lot).

6) Keep it fun (restaurants are entertainment after all).

7) Develop leaders internally (spreading and preserving your company culture is best done by the people who created it).

8) Build infrastructure without stifling the place (there's a reason most large restaurant chains go stale).

9) Cut your losses early (don't squander valuable resources trying to salvage a mistake; learn from it and move on).

10) Start with the end in mind (plan your growth; capital, management and real estate all have to come together like a marching band not like bumper cars).

Nick Castaldo, M.B.A., is an Equity Partner, Board Member, and SVP/Chief Marketing Officer for Anthony's Coal Fired Pizza and a Lecturer in Marketing and Entrepreneurship at the Huizenga Business School. He can be reached at castaldo@nova.edu More About the Author

This entry was posted on August 26, 2013 at 8:59 AM and has received 2511 views. There are currently 7 comments. Print this entry. Download attachment.

Many companies are faced with rising numbers of regulations with which they must comply. Regulations are particularly common in the areas of employment, environmental protection, and licensing of businesses. In recent years, a growing trend of new regulations has emerged in the selling and sales management business environment, changing the nature and scope of salespeople's jobs. How do regulations affect the way salespeople do their jobs? Well, we're not really sure.

Regulations intended to control selling activities are not industry specific. Numerous selling activities are regulated in telecommunications, real estate, energy, tobacco, pharmaceuticals, and financial services. Rationale for regulating various selling practices has been attributed to an increase in scrutiny by industry groups, federal regulators, and consumer watchdogs on the practice of promotion and personal selling. This increased scrutiny has resulted in a labyrinth of new laws, the issuance of revised rules, and the creation of specific agencies designed to enforce compliance.

Currently, it is argued that the pharmaceutical industry is one of the most regulated industries with respect to "what sales people can do". For example, "gift-giving", entertainment, promotional events, and methods for sharing product information are restricted and in some cases prohibited. So, here's the dilemma...does it matter that a sales person is prohibited from bringing a platter of sandwiches to a physician's office for lunch when discussing their product(s)? Or, does the 50 cent disposable ink pen that has a product name on it really make an impact on the "sale"?

The debate regarding the impact of regulations on sales people's activity is a lively one. Given the current growth of regulatory control, and its potential impact on the selling environment, adjusting with innovative approaches and adapting to new selling processes is required for both practitioners and academic researchers.

John Riggs, D.B.A., is an Assistant Professor of Marketing at Nova Southeastern University. Prior to entering academia, Professor Riggs spent over 20 years in the pharmaceutical/ biotechnology industry. He can be reached at jr1904@nova.edu More About the Contributor

This entry was posted on July 8, 2013 at 8:49 AM and has received 2948 views. There are currently 7 comments. Print this entry. Download attachment.

American society is intrigued by image. Consider this related word - imagine. Disney is all about the customer experience and emotionally and magically transports guests to another time or place. Image is often associated with entertainment, fashion, and technology markets. Corporate image is the reputation of an organization viewed by its various stakeholders – investors, employees, customers, business partners, communities, etc. All companies have a singular corporate personality that differentiates them from their rivals. The communication challenge is to manage and enhance the firm's identity over time.

A perceived image is based on two components: 1) what the company does and says, and 2) what the customers/market say about the organization - this is more important. Companies must manage a strong IMC (integrated marketing communications) program consisting of advertising, selling, sales promotion, online, social media, and public relations activities. Customer-generated content such as Facebook posts, tweets, blogs, and online communities can dramatically impact organizational performance.

Perhaps your company is not a global giant – does image research make sense for you? Consider these queries as you revisit your marketing communications strategy. How important is image in your value proposition? Should it be even more important? Does your image clearly resonate with your target market? How can you get your customers and the market to share more positive messages about your company? What is your main point of differentiation from your competitors? Should coolness be a major or minor part of your IMC strategy? How can you best tell your business story to communicate value?

Art Weinstein, Ph.D., is Chair and Professor of Marketing at Nova Southeastern University and author of Superior Customer Value – Strategies for Winning and Retaining Customers. He may be reached at art@nova.edu or 954-262-5097; visit his website www.artweinstein.com Read More

This entry was posted on May 23, 2013 at 9:02 AM and has received 6719 views. There are currently 21 comments. Print this entry. Download attachment.

It is hard to believe the first cell phone call celebrated its 40th birthday on April 3, 2013. It then took 10 years to develop the first Motorola cell phone prototype into a commercially feasible phone gaining government approval in 1983. It weighed 2 ½ pounds and the cost was slightly under $4,000.

Today, the cell phone has dramatically shrunk in size and moved beyond its first purpose of telephone calls to a device for information consumption, information creation, and life management, driven by consumers, marketers, and rapid changes in technology.

The numbers are staggering. A recent study shows 87% of adults have a cell phone with about half using a smart phone allowing for full Internet connectivity. In fact, about a third of all cell phone users use their cell phone as their major connection to the Internet with apps accounting for the major portion of their Internet time. Two-thirds of smart phone users say they could not live without their smart phones.

The cell phone has become the consumer's tool for instant information from checking the weather, finding and reviewing a restaurant, comparing prices while shopping, to calling friends for advice on a purchase decision. Searching on PC's has been declining while mobile searching is increasing dramatically.

The iPhone began the age of mobile computing five years ago. Marketers have responded by developing customer friendly apps from the local bank to the largest airline. Apps for games, entertainment, news, weather, utilities, and music now carry ads targeted to specific consumers. As part of their overall marketing communications strategy, marketers must seek ways to understand mobile search behavior and how consumers use the software and apps on mobile devices.

Marketers will also need to innovate new ways to use the cell phone to improve customer experience for both products and services, going well beyond mobile banking or the ability to adjust the thermostat in your home. With its geo-positioning capability to determine your location, perhaps the mobile phone of the future will provide you with a coupon for ketchup as you walk down the aisle in the supermarket or send you an invitation to see a local veterinarian because your location showed you were in a doggy park.

Thirty-five years from now, when the first iPhone is 40 years old, will we be looking at the iPhone the same way we look at the first Motorola clunker cell phone?

Herbert Brotspies, D.B.A., is an Adjunct Professor of Marketing at the H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University. He may be reached at brotspie@nova.edu.

This entry was posted on May 9, 2013 at 8:58 AM and has received 5572 views. There are currently 19 comments. Print this entry. Download attachment.

Did you ever imagine a world without cold calling or interrupting ads? How about one where marketers share secrets for free? That's where we are heading with social media and inbound marketing. Do you buy this?

Inbound marketing implies that our blogs, webinars and eBooks do the talking. Arguably, we can even post and tweet our way to a sale. In the process, we share valuable advice in order to build trust that is worthy of an invite. This makes sense given our aversion to pushy advertising. But why would marketers spend for us to download their FREE content only to wait for an invite?

Get Your Audience to Know, Like and Trust You

When marketed correctly, useful content can leave a trail of expertise backed by a likable persona. If delivered free, we can even be credited with acts of benevolence. What? Mother Teresa and marketing in the same mix? Yes, if you think of benevolence as blogging about solutions to your target's pain points but without wanting something in return.

Now imagine doing this with ads and cold calls. Where is the trail of expertise and trustworthiness? Let's face it. Today's consumers hold little trust in our promises and will demand a trail of trustworthy advice. What's more, they have the power to ignore unwanted emails and unidentified calls while fast forwarding through commercials. Instead, they conduct their own online evaluations and consult with social networking friends on who to invite to the cocktail party.

Show All of Your Cards for Free

So why not join them? And don't forget to bring a dish. You can start with a free blog that fits the conversation. Then reveal your secrets on how to help them. Before you know it, others will join the conversation. Some may even think you know what you are talking about. Finally, lighten up the dialog and even tell a story. Drop the PR and legal speak, and sound like a human. Better yet, say something funny. Who knows – they may grow to like you.

The same applies to inbound marketing just without the cocktails.

Wait for the Invite

So let's get this straight. We are asked to:

1. Share competitive secrets

2. Provide free content

3. Entertain if we cannot educate

4. Wait for an invite

Is Inbound Marketing Really Here to Stay?

With over a billion on social networks, consumers choose who to hear and who to ignore. But do we really expect to become blogging journalists and comedians to gain their favor? What happened to professionalism and timely savings broadcasted on your favorite channels? I would like to know what you think.

Is inbound marketing:

1. Here to stay for most businesses?

2. A mainstay for some businesses?

3. Likely to fade away?

James Barry, D.B.A. is an Associate Professor of Marketing at Nova Southeastern University. He develops, teaches and consults on a variety of social media marketing subjects. He can be reached at jimbarry@huizenga.nova.edu or 954-262-5134. More About the Contributor

This entry was posted on April 22, 2013 at 9:02 AM and has received 4999 views. There are currently 24 comments. Print this entry. Download attachment.

One of the most important concepts in marketing is branding. We as consumers' do not buy products and services, we buy brands and we shop at stores we know and respect. We shop at Publix or Macy's. We don't buy toothpaste we buy Colgate, we don't buy a car, and we buy a Chevy. We don't go to school. We go to Nova. Some of us are so impressed with brands we pay premium prices for products like Apple. As a result, organizations spend a lot of resources on building their brands. Brand building takes time, sometimes many years, much money is spent on building brand identity and firm's employ branding experts just to give focus on brand development. There are even specialized agencies that would value your brand. An example is Interbrand, who put the value in 2012 of the world's two top brands, Coca-Cola at $77.8 billion, and Apple at $76.9 billion. Thus brands are one of the most valuable assets of an organization.

So why then do we have a company like Maroone rebranding to AutoNation? Is there no brand equity in the Maroone name? This is not the first or only time organizations have rebranded. I am sure that you can think of many. The airline industry has also lost some big brands recently. Continental is now United Airlines, Northwest is now Delta and the most recent is US Airways becoming American Airlines. As there is great value in brands, and we as consumers love brands, why do companies rebrand?

There are generally speaking four reasons for organizations wanting to rebrand. First, there could be a change of ownership structure, usually as a result of mergers or acquisitions. This was certainly the case in the airline industry. Second, there could be a change in corporate strategy. For example, the company wants to have one name nationally and internationally. This could be the reason in the AutoNation example. Third, there could be a change in the competitive position. A company could have reputation problems or an outdated image. Last, there could be a change in the external environment, for example a legal obligation. This happens when government owned companies become publicly owned ones.

A rebranding exercise is costly, risky and time consuming. Just think of all the logos and signs that have to change, all the advertising and promotion that needs to be done in order to create the new image. It is also risky. Will the staff "buy" into the new name. Will they identify with the new brand? How will consumers react?

So what do you think? Is it good for a well-known and respected brand name to change its name even for one of the reasons stated above? Will they lose or gain business?

Russell Abratt, Ph.D., is Professor of Marketing at the Huizenga School of Business and Entrepreneurship, Nova Southeastern University. He can be reached at abratt@nova.edu About the Contributor

This entry was posted on April 8, 2013 at 7:57 AM and has received 3920 views. There are currently 9 comments. Print this entry. Download attachment.

South Florida is a multicultural area with a strong, vibrant Hispanic community that is an essential part of our culture and economy. Florida has the 3rd largest Hispanic population in the United States. The success of Hispanic-owned businesses is vital to our community and our local and national economies. However, there is one significant challenge that could potentially impede the levels of growth and success for Hispanic entrepreneurs as revealed by research stemming from collaboration between DBS Financial Group and Nova Southeastern University.

Results of the survey showed that in general they lacked in-depth understanding of financial products and services. Findings revealed challenges in 6 key areas where effective financial planning is extremely important for personal and business success and survival: family responsibility, levels of financial knowledge, retirement planning, achieving long-term goals, generational differences, and succession planning.

Major findings of the study included the following:

1. 80% of these business owners are financially responsible for dependents including children, parents, and other family members.

2. 51% have family members other than children who rely on them for financial support.

3. 43% have both children and family who depend on them for financial support.

4. Those with business revenues below $500, 000 were less knowledgeable than those with revenues above $500, 000 for both businesses and families.

5. All respondents shared that they do not believe that they are doing a good enough job preparing for retirement.

6. Business owners had achieving their long-term goal as top priority but were not sure of their ability to do so.

7. There is a relationship between the number of employees and business generation type. For example, 1st generation businesses have an average of 7 employees; 2nd generation, 6 employees; and 3rd generation, 19 employees.

8. 90% of the business owners surveyed expected to pass their business onto a family member.

Since financial knowledge is critical yet lacking, it is important to educate Hispanics about financial responsibility as this affects entrepreneurial success, local economic growth, and personal and family well-being. It is recommended that the Hispanic community actively seek opportunities available through business, academic, and professional organizations to learn more about financial planning.

Suri Weisfeld-Spolter, Ph.D., is Assistant Professor of Marketing and Acting Chair of Doctoral Programs at the H. Wayne Huizenga School of Business, Nova Southeastern University. She can be reached at 954-262-5192 or sw887@nova.edu Read More

This entry was posted on March 28, 2013 at 9:26 AM and has received 4202 views. There are currently 18 comments. Print this entry. Download attachment.