by Chuck McKay | Apr 13, 2008 | Advertising / Marketing Strategy
There are three ideas critical to the Marketing P.A.I.N. concept. 1.Nobody buys anything until she becomes aware that the absence of that thing in her life causes discomfort. 2.Your prospective customer will be much more likely to pay attention to your advertising...
by Chuck McKay | Apr 2, 2008 | Advertising / Marketing Strategy
A brand is a trademark or distinctive name identifying a product or a manufacturer. Branding is the process of raising awareness of the advantages of a particular trademark, and building strong emotional ties between customers and products. The advantage in building a...
by Chuck McKay | Mar 13, 2008 | Customer Education, Expectations, and Motivation, Market Segmentation, Targeted Marketing, Database Marketing
Originally published March 8, 2008 They want you to make it stop hurting. Remember Abraham Maslow’s Hierarchy of Human Needs? Maslow described “deficiencies” that cause an individual discomfort when her needs are not being met. In other words, deprivation...
by Chuck McKay | Mar 7, 2008 | Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism, Market Segmentation, Targeted Marketing, Database Marketing
Assume John sells vacuums. He feels he needs to advertise. Does he… 1) Explain to people why clean floors are important? 2) Explain how vacuums remove dust, allergens, and pollens to keep your family healthier? 3) Announce that his store has vacuums with HEPA...
by Chuck McKay | Feb 27, 2008 | Advertising / Marketing Strategy
Imagine yourself the quarterback of a football team. You understand the game. You know what the goal looks like, and how to score. There’s only one problem. You don’t have any idea of where you are on the field. You could be on your own 30-yard line. On...
