by Chuck | Jul 13, 2011 | Market Segmentation, Targeted Marketing, Database Marketing
Pretend with me that you run Acme Office Supplies. You’ve just conducted a survey asking your customers why they shop with you. The overwhelming answer: convenience. Is your research done? Do you tell people how convenient you are in all of your advertising and...
by Chuck | Jul 12, 2011 | Market Segmentation, Targeted Marketing, Database Marketing
What happens when a person gets parched? The obvious answer is that they will automatically search for the nearest store, POS (POS stands for point of sale) or refrigerator to look for a nice beverage to quench their thirst. This is of course basic human nature as...
by Chuck | Jul 8, 2011 | Advertising 101, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fresh Catch
Martha was THE media queen at a large, St. Louis based advertising agency in the late 70s. She personally placed several millions of dollars with local media. The St. Louis radio stations, television stations, newspapers, outdoor companies all came to kneel before her...
by Chuck | Jun 24, 2011 | Advertising 101, Fishing 101 - the "How To" Class
Q: I keep reading that narrower focused ads are more effective, but I don’t have a very big advertising budget. I can’t afford to pass up anyone who might be interested in what I sell. Shouldn’t my ads include everyone? A: Short answer, “no.”...
by Chuck | Jun 21, 2011 | Budgeting, Pricing, and Return on Advertising Investment (ROAI)
Bob’s is the only hardware store in Elk Snout. Bob’s buys a weekly quarter page in the Elk Snout Gazette for $230. Bob’s grosses $6,700 per week, year round (since there are no seasons in Elk Snout). One day, the new Gazette salesperson convinces...
