A strong appeal to an early stage shopper will be equally attractive to a different early stage shopper next month.

Are sales more likely to increase if you reach more people with your message (offer), or if you deliver that message with greater frequency to the same people?

A cruise control for your company’s marketing would necessitate less attention (and less intervention) from the “driver.”

The biggest single reason small businesses fail?

Its poor pricing.

It takes down the competitors of those businesses, too.

People will claim this as their favorite ad. The RPA agency will win awards. And sales of Ozzy’s catalog will spike before Christmas.

But it won’t sell cars.

There’s a business shake out coming. Most businesses will survive. A few will thrive. They will deliver exceptional customer value.

In this economy shoppers carefully consider every purchase.

But they’re not looking for cheap, they’re looking for value.

We know your customers aren’t all exactly alike. Both the differences and the similarities make for effective advertising. And the information we need is in your customer data.

The more you know about specific prospective customers, the more it costs to present them with an offer.
But, they also become more likely to buy.

What does Gross Margin have to do with advertising?

Well, it isn’t simply dollars in minus dollars out.