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 | Jan 18, 2022 | Advertising / Marketing Strategy, Advertising Schedules / Scheduling, Customer Education, Expectations, and Motivation, Fishing 101 - the "How To" Class
While browsing the web, I came across an article titled, “Why is My Restaurant Not Full Every Monday Night?” (Google search if you’re all that curious. The article doesn’t answer the question, which is why I’m not linking it). But it does...
by Chuck McKay | Jul 9, 2015 | Ad Critique / Classic Examples, Advertising / Marketing Strategy
You get your new insurance bill, and grumble about the rate. You’ve grumbled every month when the bill comes, but today you’re especially irritated. “I wonder if I’m overpaying,” you mumble as you walk to your computer and search for “auto insurance.” You go to the...
by Chuck McKay | Jan 31, 2014 | Advertising / Marketing Strategy, Persuasion / Power of Words, Video Post
Swipe Files / Headline Banks Have you seen those ads for “headline banks” or “swipe files?” Collections of the 100 greatest advertisements of all time so you don’t even have to learn anything about marketing or advertising. You just have...
by Chuck McKay | Sep 9, 2012 | Advertising / Marketing Strategy, Publicity and Public Relations (PR)
Scott is a musician. Scott’s band isn’t getting enough paying gigs. He thinks he has a marketing problem, but he’s wrong. He has a focus problem. Scott came to me to help him sell his band’s services to club owners. I pointed out that 40 years ago bands got $700 a...
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...
