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 | Nov 23, 2021 | Ad Testing, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing, Systemic Marketing (TM)
Pretend with me you’ve been conducting a direct mail campaign. In testing your headline you’ve discovered that changing its focus from greed to fear increases the response rate from 1.5% to 1.85%. Not bad. Three-tenths of a percent. That’s enough to get marketers...
by Chuck McKay | May 16, 2012 | Advertising / Marketing Strategy, Market Segmentation, Targeted Marketing, Database Marketing, Trophy Catch
I don’t play often, but I appreciate a good game of poker. Poker makes a pretty good analogy for marketing, and for business. Poker players know what they hold in their hands, they carefully watch what everyone else appears to be doing. They make educated guesses as...
by Chuck McKay | May 9, 2012 | Market Segmentation, Targeted Marketing, Database Marketing
Don’t expect most scientists to admit it, but a physics technique called the Fermi Question provides a quick and simple way for business people to determine whether a new market is large enough to be profitable. Enrico Fermi was one of most well-rounded...
by Chuck | Apr 30, 2012 | Fresh Catch, Market Segmentation, Targeted Marketing, Database Marketing, Systemic Marketing (TM)
Imagine that you’re driving your car through the countryside. The road becomes slightly inclined, and your car begins to slow. You press a bit more firmly on the accelerator, and the car picks up speed again. But then, you encounter a rather steep hill, and your...
by Chuck McKay | Apr 30, 2012 | Ad Critique / Classic Examples, Market Segmentation, Targeted Marketing, Database Marketing, Unique Selling Proposition (USP)
People seem to naturally rank things. They list things in order. They tend to remember things at the tops of the various lists. On nearly any list, most people can remember the top three with little effort. It’s generally accepted that seven is the maximum...
