“Complaints? Bring ‘Em On” Dale Crownover loves it when customers complain. “A complaint is nothing but an opportunity to improve your business,” stresses the CEO of Texas Nameplate Co. (TNC), a Dallas-based manufacturer of identification plates generating about $4.5 million in annual sales.Texas Nameplate doesn’t get many gripes — less than 1% of customers complain, compared to an industry norm…
“Entrepreneur’s Adviser — In the Know” Question: “How do you maintain current knowledge of markets?”Answer: It’s easy to become isolated while managing day-to-day operations. However, to maintain a phenomenal growth rate, it is essential for entrepreneurs to take a step back from their personal universe and absorb the most current knowledge about their industry. Stay connected by networking with the…
As we approach the new millennium, what are entrepreneurs thinking about? Where do they see their businesses going?
“How Ben & Jerry’s Iced Early Rival to Survive” When ice cream entrepreneurs Ben Cohen and Jerry Greenfield first expanded beyond their Vermont home, they received a chilly reception.Haagen-Dazs, which owned the high-end category, threatened to withdraw its product from any supermarket distributor also offering Ben & Jerry’s. Cohen and Greenfield realized that their larger rival could outlast them in…
“Marketing by Creativity: A Case History: “Anatomy of a Winning Ad Campaign”” Intertwining your marketing and public relations efforts can lead to synergies that neither activity could accomplish independently. This article suggests some tactics for deployment with illustrations drawn from real-life experience. By adding public relations to your advertising campaign, you can create a winning edge over the competition! A…
“Cheaper Web Ads Add Up to Growth” Internet advertising will soon become much more attractive to entrepreneurial businesses, indicates a new report from Forrester Research Inc.There are two main reasons. First, lower cost-per-thousand rates, driven by excess advertising space inventory, will make the Web more affordable. Second, new technology will significantly improve accountability for on-line advertising. What does this mean…
When to engage ad professionals and how to use them.
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“Don’t Break Your Promises!” — points out the importance of keeping the promises made in advertising, telemarketing, and product literature. Some businesses bank on advertising, and some invest in top sales talent. Others compete on size, price or location. Yet, all too many neglect a valuable marketing tool available to everyone: kept promises.These begin with advertising claims. Copywriting experts warn…
To build your company, you often have to grow personally. This department tracked three entrepreneurs’ journal entries through the first half of 2003. To display the other stories, enter “ceo journal” in the keyword search blank.