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Super Bowl weekend: That time of year when a marketer’s fancy turns to thoughts of…advertising?

By Francis Moran

It’s Super Bowl weekend, that time of year when a very large swath of North America — and even some of the rest of the world — tunes in to see a once-a-year clash of multimillion-dollar Goliaths fighting it out in a no-holds-barred battle. There will be drama. There will be pathos. There will be unexpectedly brilliant plays. There will be dismal and desperate failures. There will almost certainly be scantily clad young women cavorting about.

There will also be a football game, but that doesn’t really interest me. The spectacle that I and many marketers will tune in to see is the annual showdown of Super Bowl ads.

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Customer service must be a deliberate strategy

By Francis Moran

I had a conversation the other day with a senior executive at a company for which I occasionally do some consulting. The executive wanted my opinion on how his company handles warranty returns. Under their current practice, they oblige their customers to remove the faulty equipment, which is often tightly embedded in an operational environment, pack it up as best they can with their own resources, and ship it back at the customer’s expense. If the fault is determined to be covered under warranty, they refund the customer’s shipping costs. Meanwhile, the customer may have to do without what is often a mission-critical piece of gear, although most of this company’s customers do stock healthy inventories of spare equipment.

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A year in the life of bringing technology to market

By Francis Moran

This is a word cloud of the more than 200 blog posts we published here in 2012. In one fell swoop, it graphically illustrates our preoccupations over the past year, the subject matter we returned to time and again as we looked at the unique challenges of bringing technology to market.

Not surprisingly, the most frequently mentioned word — and by a significant margin — in all our content last year was”marketing.” We are, after all, marketing strategists, and we created this blog as a resource where technology companies, both startups and more established ventures, could find solid counsel on how to master this mix of art and science. This will continue to be our main focus this coming year.

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Five new year’s resolutions all marketers must adopt

By Francis Moran

Well, we dodged the Mayan doomsday, the solar flares that were going to scramble all electromagnetic systems on the planet and the first Times Square ball-dropping without Dick Clark in what seems like a century or two. (Although there was that terribly unfortunate incident where Anderson Cooper, who used to be a serious newsman, had to fend off bizarre sexual advances from his NYE cohost Kathy Griffin, all on live television with millions of American families watching. I don’t know about you but I would have welcomed the end of the world if it meant we could have avoided that catastrophe.)

So, now what? With my tongue only slightly in my cheek, here are the top five things I surely wish marketers would adopt as the industry’s set of resolutions for 2013.

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Case Study: Singletouch

What we did

Having previously tried and failed to enter the U.S. market, Singletouch retained Francis Moran and Associates as its virtual chief marketing officer to develop a more reliable understanding of its customers, their pain, the value of the company’s solution, and the sales and marketing strategy required to succeed. It was clear to us that Singletouch’s previous messaging wrongly positioned the company as a point solution and undermined its real value proposition. A whole new approach was indicated.

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