by Chuck McKay | Nov 23, 2021 | 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)
Pretend with me you’ve been conducting a direct mail campaign. In testing your headline you’ve discovered that changing its focus from greed to fear increases the response rate from 1.5% to 1.85%. Not bad. Three-tenths of a percent. That’s enough to get marketers...
by Chuck | May 14, 2012 | Advertising / Marketing Strategy, Buying Stages / Sales Conversion, Customer Education, Expectations, and Motivation, Fresh Catch, Systemic Marketing (TM)
There tend to be two schools of marketing. The creative and the scientific. Imagination and mathematics. Right brain, left brain. At least, it looks that way on the surface. Marketing Yin & Yang Some highly effective marketing uses evocative imagery. “Melts in...
by Chuck | May 9, 2012 | Advertising / Marketing Strategy, Fresh Catch, Media, Social Media, and Word-of-Mouth (WOM), Systemic Marketing (TM)
A young man shows up at your door. For only ten dollars he’ll paint your house number in florescent paint on the curb in front of your house. Feeling no need for glow in the dark numbers on your curb, you pass on the offer. The next day a different young man...
by Chuck | Apr 30, 2012 | Fresh Catch, Market Segmentation, Targeted Marketing, Database Marketing, Systemic Marketing (TM)
Imagine that you’re driving your car through the countryside. The road becomes slightly inclined, and your car begins to slow. You press a bit more firmly on the accelerator, and the car picks up speed again. But then, you encounter a rather steep hill, and your...
