POINT: John Moore The price of a product doesn’t necessarily affect its marketing plan. Objectives still need to be set. Strategies must be identified. Tactics need to be developed. Constraints (budget & timing) must be listed. None of that changes with [...]
POINT: Paul Williams In many organizations, we marketers don’t play a role in setting pricing. That is determined by the product, sales, or finance teams. […]
POINT: John Moore“Give, and you shall receive.” It’s an old and overused proverb. And for good reason… it works. The more kindness we give others, the more kindness we receive. The more knowledge we share with others, the more knowledge we [...]
POINT: Paul Williams “It’s not about customers being loyal to you. It’s about you being loyal to customers. You earn loyalty by giving it.” I love that quote from from “Managing the Customer Experience” […]
POINT: Paul Williams The secret to clutter-free in-store programs is discipline. The discipline to say No. As a marketer at Starbucks we were responsible for building in-store programs. Our first step was to take a look at the inventory of products [...]
POINT: John MooreWow! That’s a meaty question. Let’s simplify this and focus on the importance of communicating to two audiences to make a retail marketing promotion successful. One of the biggest lessons I learned from my retail marketing days at Starbucks [...]
POINT: Paul Williams First, it is most important to remember that social media tools are tactics that support a word of mouth marketing strategy. So much excitement lately, how easily companies and customers can directly connect to each other, we forget [...]
POINT: John MooreAbsolutely everything. For marketing to be effective, that is making the cash register ring, a business must promote its products and services. […]
POINT: Paul Williams As we were taught in our marketing and business classes, there are four basic stages of life for products, services, and companies. I love the graph below - redrawn from the book Universal Principles of Design by Rockport [...]
POINT: Paul Williams Call now! Click now to sign-up! Subscribe today! Each of these is a call to action. We marketers put ’em everywhere. The call to action is the punctuation at the end of our advertising message sentence. Dear Customer, [...]