Tuesday, March 17, 2009

Rubies in the Orchard

If you visit a grocery store, you have probably seen the POM wonderful juice bottle somewhere, likely on a prominent end cap space. If you want to find out about the marketing thinking behind the juice, as well as many other companies including flower distributor Teleflora and the Franklin Mint, you should listen to Lynda Resnick. Her book Rubies in the Orchard details her marketing turnarounds of a number of companies as well as detail on Internet marketing for those who haven't yet entered those waters.

The book is built around a number of her marketing axioms and the business stories that illustrate them. Experienced marketers will be interested in her take on how to decide where and how to market a product, but business people who have yet to leverage marketing will get a lot more out of the book. With some reflection, you should be able to apply her experiences to your business situation.

Her stories are often quite amusing, as the time she purchased Jackie Kennedy's fake pearls. For these $50 pearls, she spent over $200K. While on first blush it would appear to be auction mania, she had an idea in mind. She created a Kennedy pearl line for her Franklin Mint company that more than made up for her investment. Sure, she could have told you that you have to spend money to make money, but it is more entertaining to read it in this fashion.

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