by Chuck McKay | Mar 2, 2007 | Uncategorized
We ended Sperry, Hutchinson, and the Hotel, Part I with a promise of Chuck’s personal hotel story, and posed this question: Can you buy customer loyalty?Let’s start with the hotel story.I have business in Austin every few months. A couple of years ago I started...
by Chuck McKay | Feb 27, 2007 | Uncategorized
Are customer loyalty programs a good thing for retail? Should you have one? Do you participate in any? In part two of this article, I’ll tell you a story about a hotel’s loyalty program from my own experience, and share with you both rational and emotional...
by Chuck McKay | Feb 19, 2007 | Uncategorized
From my “in” box:Chuck;I always look forward to your articles. I don’t always agree, however. And today, I’d like to argue one point with you that you mention in your Managing the Gap article.You stated that “Without advertising,...
by Chuck McKay | Feb 17, 2007 | Uncategorized
“All advertising does is try to convince people to buy things they don’t want and don’t need.”Ever heard that? If you have, it was probably a statement made by an employee. A non-sales employee of some large company. A non-sales employee who doesn’t understand...
by Chuck McKay | Jan 29, 2007 | Ad Writing / Copywriting, Advertising / Marketing Strategy
For years I’ve said (and I have not been kidding) that the problem with most advertising is it’s written by the advertiser. A typical small business ad makes a major feature of the name of the business. In newspaper the tendency is to make the business name the...
by Chuck McKay | Jan 21, 2007 | Uncategorized
I understand how you feel. I do. You’re paying for your advertisement to be seen / heard / read / viewed by 40,000 people. And the cost of reaching that many people is sooooo high, that you’re going to add copy points, then add more copy points, and then add even more...
by Chuck McKay | Jan 13, 2007 | Uncategorized
Does your business have a Unique Value Proposition (U.V.P.)? The strategy I’m about to share requires one. DO NOT attempt this if you can’t articulate a very compelling reason for people to conduct business with you, rather than with than a competitor.You’ve, no...
by Chuck McKay | Jan 7, 2007 | Uncategorized
Dear Advertising Fairy:Thank you for the wishes you granted last year. I’m happy that the “Lost another loan to DiTech” banker appears to be gone. And, although I’m still waiting for you to eliminate those stupid TAG Body Spray storylines that so blatently rip off the...
by Chuck McKay | Dec 28, 2006 | Uncategorized
It’s an old folk saying. “Familiarity breeds contempt.” It’s a warning that we can learn too much about each other, and not like what we find.But, what marketer wouldn’t go to excessive lengths to create more and more familiarity with his company? After...
by Chuck McKay | Dec 16, 2006 | Uncategorized
It’s been said, perhaps too often, that nothing happens until someone sells something.Then again, maybe it hasn’t been said enough.Example #1 – The concert.A not-for-profit agency decided to promote a concert as a fundraiser for their organization. They paid the...
