by Chuck McKay | Apr 30, 2012 | Ad Testing, Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing
Originally published June 3, 2005 In 1961 Rosser Reeves, the Creative Director of Ted Bates Advertising, Inc., wrote a book titled Reality In Advertising. Although it’s now out of print, you may be able to find a copy at a used bookstore or a library. Reeves was...
by Chuck | Jul 13, 2011 | Market Segmentation, Targeted Marketing, Database Marketing
Pretend with me that you run Acme Office Supplies. You’ve just conducted a survey asking your customers why they shop with you. The overwhelming answer: convenience. Is your research done? Do you tell people how convenient you are in all of your advertising and...
by Chuck | Jul 12, 2011 | Market Segmentation, Targeted Marketing, Database Marketing
What happens when a person gets parched? The obvious answer is that they will automatically search for the nearest store, POS (POS stands for point of sale) or refrigerator to look for a nice beverage to quench their thirst. This is of course basic human nature as...
by Chuck McKay | Jan 11, 2011 | Buying Stages / Sales Conversion, Market Segmentation, Targeted Marketing, Database Marketing
You carry a cellular telephone. You’re reasonably happy with the service, the rate, even with the quality of your phone calls. Still, the phone you purchased two years ago was already proven technology by those standards, and is now considered old. Plus,...
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 | 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...
