by Chuck McKay | Feb 8, 2022 | Advertising / Marketing Strategy, Market Segmentation, Targeted Marketing, Database Marketing
Chuck Blore once told of a study he did for CBS. Beer drinkers were surveyed as they entered his testing facility. They each proclaimed a preference, as well as an explanation of why they they had chosen that particular brand of beer. The participants were then given...
by Chuck McKay | Jan 20, 2022 | Budgeting, Pricing, and Return on Advertising Investment (ROAI)
A couple of decades ago I introduced a friend who sold pianos to the manager of a local radio station. The manager suggested that the piano salesman consider radio advertising sales. The salesman refused. “Sometimes advertising works,” he said, “and many more times it...
by Chuck McKay | Jan 18, 2022 | Advertising / Marketing Strategy, Advertising Schedules / Scheduling, Customer Education, Expectations, and Motivation, Fishing 101 - the "How To" Class
While browsing the web, I came across an article titled, “Why is My Restaurant Not Full Every Monday Night?” (Google search if you’re all that curious. The article doesn’t answer the question, which is why I’m not linking it). But it does...
by Chuck McKay | Jan 10, 2022 | Advertising Frequency, Advertising Schedules / Scheduling, Customer Focus, Retention, and Evangelism
Shoppers Flow Downstream Just as a river flows downhill from higher terrain, shoppers always flow from the smaller community to the larger. Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a...
by Chuck McKay | Jan 1, 2022 | Customer Focus, Retention, and Evangelism, Media, Social Media, and Word-of-Mouth (WOM)
Pay close attention to Stephanie’s story: “Roger’s feet get cold easily, so I bought him a pair of sheepskin slippers. He loved them, but it wasn’t long before the wool lining started wearing off. So I called Lands’ End to see if I could get...
