How we execute matters a lot more than which tactics we execute. A few years ago, I helped launch the method brand in the UK. We thought sampling would help tell the brand story person-to-person. We soon discovered that most in-store sampling treated all brands the same. The sampling staff did their jobs, but it was obvious that our brand [...]
This is the latest in a marketoon series with Baynote called “Intent to Buy” that parodies the state of e-commerce personalization. The series spotlights the top challenges that marketers face in online experience. Baynote is offering a signed print of this cartoon to every comment or cartoon suggestion posted at the Baynote blog over the next week (by 1/25; U.S. [...]
My big brand training taught me the “test, test, test, test, launch big” school of market research. I’m a big believer in the power of market research when done well. But I’ve also experienced the purgatory of over-testing. Over-testing limits our ability to move quickly and delays getting our ideas into the real world. I find inspiration in the philosophy [...]
The holy grail of marketing is loyalty. Every marketing plan includes a flow chart on how to migrate consumers from awareness to trial to repeat to loyalty. Saatchi CEO Kevin Roberts even defines a brand as “loyalty beyond reason”. Yet many brands approach loyalty primarily through loyalty programs and loyalty cards that bear little relationship to true loyalty. It’s “loyalty [...]
This is the latest in a marketoon series with Baynote called “Intent to Buy” that parodies the state of e-commerce personalization. The series spotlights the top challenges that marketers face in online experience. Baynote is offering a signed print of this cartoon to every comment or cartoon suggestion posted at the Baynote blog over the next week (by 1/12; U.S. [...]
Some brands are line extension machines. To jockey for shelf space, they launch waves of new SKUs each year, often without meaningful differentiation from what is already there. I’m sure there are category management justifications for every niche item, but most supermarket shelves are cluttered and hard to shop. Does Crest really need 40 varieties of toothpaste? Clutter causes confusion [...]
It’s beginning to look a lot like January, even with nearly a week left until Christmas. Retailers started post-Christmas markdowns extra early this year. Deloitte analyst Jason Gordon explained it this way: “There’s a finite amount of spend. If one of your big rivals goes on Sale, you don’t have any choice. You’ve got to get your share of the [...]
This is the latest in a marketoon series with Baynote called “Intent to Buy” that parodies the state of e-commerce personalization. The series spotlights the top challenges that marketers face in online experience. Baynote is offering a signed print of this cartoon to every comment or cartoon suggestion posted at the Baynote blog over the next week (by 12/22; U.S. [...]
I heard Crossing the Chasm author Geoffrey Moore share that the most important moment in mobile adoption was December 25, 2010, when executives around the world opened up the new iPads their families had given them for Christmas. Suddenly, mobile made the corporate agenda, because the iPads made it personal, in ways that even smart phones hadn’t. One year later, [...]
PowerPoint presentations may not have actually killed anyone, but they’ve sure killed many an idea. Our ideas are only as good as how we communicate them. Yet it is common to neuter ideas with mind-numbing slide presentations. We sometimes assume the longer and more verbose the slide deck, the more credibility our idea will have. I was struck by this [...]
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