by Chuck | Jan 4, 2011 | Around the Cooler
Scheduled for Jan 4, 2012
by Chuck McKay | Oct 25, 2010 | Lifetime Customer Value (LCV), Two-Step Marketing / Back End Sales
In “How to Make Money by Losing Money,” we introduced the concept of back end sales, and suggested it was worth giving away a $400 (retail) cellular telephone in order to get a $100 per month cellular telephone service contract. How did we know? We simply subtracted...
by Chuck McKay | Jul 9, 2010 | Lifetime Customer Value (LCV), Two-Step Marketing / Back End Sales
Would you buy a dollar for 50 cents? OK, that one was easy. If you could hand me 50 cents, and get a dollar back every time, you’d push as many fifty cent pieces in my direction as I’d be willing to accept. What about for 99 cents? Would you be as excited...
by Chuck McKay | Aug 3, 2009 | Customer Focus, Retention, and Evangelism, Market Segmentation, Targeted Marketing, Database Marketing
As I headed out the door the Lovely Mrs. McKay handed me a coupon from the new C store in our neighborhood, saying “You’ve got to stop for gas anyway. Here’s a coffee for the road.” The coupon offered a “free coffee beverage” from, oh, let’s call...
by Chuck McKay | Jul 26, 2009 | Advertising / Marketing Strategy
Presented for your consideration two very similar conversations. The first never happened. (Well, technically, I did call a few friends and irritate them with the opening question). The second most assuredly did. Conversation #1: Q: I think I need to cook. What should...
by Chuck McKay | Apr 14, 2009 | Psychology and Consumer Behavior
One of the things guaranteed to make copywriters (and to a lesser extent media salespeople) groan is an advertiser who claims he needs to reach “everybody.” No ad can possibly reach everybody. The human anatomy prevents it. If you have a minute, I shall...
by Chuck McKay | Feb 21, 2009 | Ad Testing
Since 1892 when the English Court of Appeals ruled on Carlill v Carbolic Smoke Ball Company, companies are legally allowed to make claims they can’t substantiate. The court ruled that reasonable people don’t believe exaggerated promises by advertisers. The...
by Chuck McKay | Feb 18, 2009 | Ad Testing
The only Chevrolet dealer in Smallburg,Texas, augments his local newspaper ads with a schedule on a regional radio station licensed to the adjacent community, Midville. He’s been selling an average of 18-20 cars per month. At the end of his first month with the...
by Chuck McKay | Feb 14, 2009 | Ad Testing, Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism
Somewhere in America a rookie cable TV sales representative is talking to the owner of a men’s clothing store. The rookie could have been working in newspaper, or outdoor, or radio. The retailer could have sold sewing notions, or computers, or farm supplies. The...
by Chuck McKay | Feb 10, 2009 | Ad Testing
Transcript of actual conversation: Potential Client : Tell me the truth. How important is advertising in this economy? Chuck: It’s critical. When there is a lot of money in circulation it’s not difficult for most businesses to attract their fair...
