Here's to Shrink Wrap

I don't always agree with John C. Dvorak (who I read in PC Magaazine), but his July 2008 "Ode to Shrink Wrap" column is, like his earlier "Shrink Wrap Software vs. Hosted Services" column, absolutely dead-on correct.

Given a choice between (1) software I can buy, preferably install via CD and keep on hand and (2) software that is delivered via the Internet as I need it--free or billed monthly--I'll choose #1 any time. Even the most reliable web connection goes down occasionally and having felt the full brunt of Murphy's law, who needs another headache?

Dvorak also demonstrates, once again, his insightful knowledge of the business side when he notes that using software services delivered online opens the door to potential gouging. "Imagine becoming dependent on one of your online apps and then watching the price quadruple just because the company knows you have no other choice. The temptation to do this is extreme," Dvorak says. I agree. Gimme shrink wrap.

Net Promoter Score

Fred Reichheld's Net Promoter Score (NPS) has helped GE and many other companies gauge customer loyalty and use these scores as benchmarks for improvement.

Fortune Small Business presents four recent success stories of companies using NPS to boost loyalty, with good financial results.

A new study, reported in Industry Week, suggests that customer feedback professionals should understand the limitations of NPS as a single score against which to measure and enhance customer loyalty. I expect more back-and-forth as we see the long-term effects of loyalty strategies based on NPS.

Can Staples Be Target?

The latest Staples ad campaign is for "M by Staples," a stylish collection of stationery and desk/storage accessories. Here's the microsite, which includes links to the ads and various product categories.

Looks like Staples wants to be the Target of personal office supplies--hip, tasteful, and distinctive. Having just visited a Staples store yesterday, I'd say the effort isn't yet fully integrated into the physical presentation. (I even had to search the regular Staples site just to find the right page to link to.) Given the "back to basics" spending by many customers feeling the recession, the timing doesn't seem right for M by Staples.

"Beyond Blogs" a must-read for every marketer

Blogs aren't the only online tools being used to communicate and connect with colleagues, customers, and almost everyone else with Internet access, as this week's BusinessWeek reports.

The article touches on Facebook, YouTube, and other phenomena that are reshaping social connections and forcing marketers to rethink strategy and tactics from the bottom up. BusinessWeek's previous article on blogs, written in 2005, needed updating and the magazine did that from the bottom up, as well--and the resulting article is a must-read for every marketer.

Stand Up To Cancer

"This is where the end of cancer begins" is the tag line of the Stand Up To Cancer movement, supported by a "roadblock" ABC/CBS/NBC telethon broadcast on Sept. 5th.

With all the good publicity plus traditional advertising support, I hope this movement attracts lots of donations and achieves its goals very soon. I'll be checking on the site from time to time to see who'll be on the telethon and how much is being raised (count me in).

It's B2B Time

Today's feature is B2B marketing, where a lot of money is spent influencing business buyers who ultimately influence consumer behavior. Here are a few links to interesting B2B sites, blogs, news, and info:

• BtoB (magazine, blogs, news feeds covering B2B marketing and media--especially helpful for thinking about specific tactics)
• BizReport.com (useful tips for business and consumer marketing via blogs, social networking, viral marketing, mobile marketing, and more)
• Emagine B2B Web strategy (an interesting and worthwhile blog about, well, B2B Web strategy--for a big-picture view)

Honey, please don't go

Haagen-Dazs just started running an ad campaign titled "Honey, please don't go" to publicize the problem of disappearing honey bees and a tie-in with the company's new Vanilla Honey Bee Ice Cream. The microsite is worth a look for aesthetic reasons as well as for "save the planet" reasons.

Social Sustainability

Thanks to Tim, for drawing my attention to social sustainability, which blends environmental protection, economic prosperity, and social equity. Here's the World Bank's approach to this critical issue.

Fair Trade (coffee, cocoa, etc.) seems to be one of the ways businesses move toward social sustainability goals. Tomorrow is the "World's Largest Coffee Break" starring Fair Trade coffee and other everyday items. That's a great marketing idea!

Does Sustainability Make Business Sense?

Sustainability has to do with meeting the objectives of businesses and their customers today without compromising the ability of future generations to achieve their own objectives. But is sustainability good business?

Barbara Kux, a Royal Philips Electronics exec, says "we try to position the whole sustainability issue as a business opportunity. Our energy-efficient lighting, for example: this is the kind of technology that is key for developing markets, because it cuts the CO2 factor." Her answer in an INSEAD interview, in other words, is that sustainability makes good business sense.

More companies are publishing sustainability progress reports and more research is being done in this area. Take a look at The Corporate Social Responsibility Newswire for the latest.

The answer is "yes" for mighty Wal-Mart, which believes that "efficient and profitable business and being a good steward of the environment are goals that can work together." Here's its sustainability home page.

Turn off text spam

According to the Washington Post, American cell phone users will receive 1.5 billion spam text messages this year. Some are phishing messages, some are penny stock promotions (as MSNBC notes), and some are porno come-ons.

Ever hear of a legitimate marketer using this technique without first getting the recipient's permission? Me either. Of course, unsolicited text and cell phone contacts are illegal because the recipient has to pay for the privilege of being pitched some dubious offer.

What to do about text spam? Here's how one user got rid of it on her AT&T phone. And here's how a Verizon subscriber got rid of it. Turn off that spam!