Fishing 101 – The “How To” Class | Fishing For Customers

Fishing 101 – the “How To” Class

Higher Profits Through Testing of Every Variable

May 10th, 2013 | By Chuck McKay
Higher Profits Through Testing of Every Variable

An improvement of three-tenths of one percent in response rate can double your profit.

Posted in Ad Testing, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing, Systemic Marketing (TM) | No Comments »


The Circle Layout

May 9th, 2012 | By Chuck McKay
The Circle Layout

You should provide the circle layout to your artist for a very simple reason: she isn’t you.

Posted in Fishing 101 - the "How To" Class | No Comments »


Are Your Ads Working? Can You Prove It?

Apr 30th, 2012 | By Chuck McKay
Are Your Ads Working? Can You Prove It?

Thankfully, we don’t see it often, but it is possible to have a negative Conversion Factor, in which your ads COST you sales.

Posted in Ad Testing, Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing | No Comments »


Will Advertising Sell What People Don’t Want?

Dec 11th, 2011 | By Chuck McKay
Will Advertising Sell What People Don’t Want?

Its a common desire in retail to advertise the things which aren’t selling. This is frequently bad strategy. Very bad.

Posted in Advertising / Marketing Strategy, Advertising Schedules / Scheduling, Customer Education, Expectations, and Motivation, Fishing 101 - the "How To" Class | 5 comments


Is a Radio Remote Broadcast a Good Investment?

Sep 20th, 2011 | By Chuck McKay
Is a Radio Remote Broadcast a Good Investment?

There’s no sin in passing up an inexpensive opportunity which won’t benefit your company.

Posted in Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fishing 101 - the "How To" Class, Media, Social Media, and Word-of-Mouth (WOM) | 5 comments


Wizards on the Road in Paducah

Sep 3rd, 2011 | By Chuck
Wizards on the Road in Paducah

A day with the sharpest marketers in America as they focus on promoting your business.

Posted in Fishing 101 - the "How To" Class, Trophy Catch | No Comments »
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Why I Don’t Care For Co-Op Advertising

Jul 26th, 2011 | By Chuck McKay
Why I Don’t Care For Co-Op Advertising

It seems like such a great idea. The manufacturer teams up with you to share the cost of promoting his items which you sell.

Posted in Fishing 101 - the "How To" Class | 1 Comment »
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The Ad Copy Paradox – the More You Include, the Fewer Are Included

Jun 24th, 2011 | By Chuck

Fishing 101Question: Isn’t my advertising a limited resource? Shouldn’t I try to make my ads appeal to as many people as possible?

Posted in Advertising 101, Fishing 101 - the "How To" Class | No Comments »
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Should I give stuff away?

Apr 24th, 2011 | By Chuck
Should I give stuff away?

Question:

Am I just training customers to wait for something on sale, or even free?

Posted in Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fishing 101 - the "How To" Class | No Comments »