by Chuck McKay | Jul 13, 2008 | Customer Education, Expectations, and Motivation, Psychology and Consumer Behavior
Cognitive dissonance. It’s the discomfort caused by two conflicting thoughts. It’s the pain of learning something new, which contradicts what’s already accepted as true. And it’s often strongest when a person believes something about himself,...
by Chuck McKay | Jul 5, 2008 | Uncategorized
How much are we willing to pay for a non-material experience? Among the super rich it’s no longer enough to give a loved one a new Maserati GranTourismo (MSRP $110,000). Now, the proper gift is a private concert by the Rolling Stones (MSRP $4,000,000). Or so...
by Chuck McKay | Jun 23, 2008 | Advertising / Marketing Strategy, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism
Are you in retail? Have your sales been affected by gas prices? I just eavesdropped on a conversation between the managers of two local stores.* They both noted that store traffic has decreased, and the telephone is ringing much more consistently, since the price of...
by Chuck McKay | Jun 12, 2008 | Uncategorized
The formula used to be simple. You advertised. People responded. They called. They came. They bought what you sold.Today fewer are calling. Fewer are buying. And if you’re in business for yourself, you’re probably asking yourself “What happened?”I have the...
by Chuck McKay | Jun 3, 2008 | Advertising / Marketing Strategy, Market Segmentation, Targeted Marketing, Database Marketing
Your company is the newcomer. You’re the young upstart that has innovated, and is generating significant buzz. How can you expect the leader in your business category to react? The expression “level playing field” implies a fair contest. In battle, as in...
