UNC Kenan-Flagler Blogs

Monthly Archives: April 2011

How to harness the power of word-of-mouth marketing

The best way to reach customers? Personal referrals. So Harness the power of word-of-mouth marketing – and get ready to meet new people. By Margot Carmichael Lester There’s a lot of buzz about using social media to reach customers and prospects — and almost as much confusion about how to do it. New research by J. Andrew Petersen, assistant professor of marketing and assistant director for the Center for Integrated Marketing and Sales, indicates that B2C companies can get the most benefit by using social channels to drive referrals. “Word-of-mouth and referral marketing are extremely interesting topics to most B2C firms right now, given the rise of social networking among consumers,” Petersen said. “I think the appeal is how fast Read More

How you can become an effective coach to boost performance

By Melodie Howard, Program Director UNC Executive Development Problem employees are the bane of everyone’s existence in an organization. They cause productivity to plummet and damage morale. Because few people enjoy conflict, managers often go to extremes to avoid addressing the problem behavior. It seems inevitable that it winds up in the HR department. Unfortunately, by the time it does, the damage has already been done and the clean-up can take months. When HR effectively coaches managers to deal with problem employee behaviors, the organization benefits in the following ways: : •Increased employee skills so managers can delegate more tasks, allowing managers to focus more on managerial responsibilities like planning. •Improved productivity by helping people work smarter. •Better retention; employee Read More

Alum helps lead Time Inc. through tumultuous media marketing

As consumers continue to turn to the Web for news and entertainment, drawing advertisers in their wake, print media is faced with a challenge: find relevance or risk failure. Lee Anne Baer (MBA ’87), executive director of consumer research and insights for Time Inc.’s lifestyle network of magazines, has been at the center of the marketing storm, which she describes as “turning the media world on its head.” But she’s working to set it right again — and she started by talking to readers. “I am supposed to represent the consumers,” she said. “How do they feel about a brand? How will they respond to content? The brands want my opinion about how consumers feel, but they don’t necessarily just Read More