by Chuck McKay | Aug 20, 2005 | Uncategorized
When we talk about building your brand we always project into the future, and what your brand will become.Customers need time to buy, and use, and make your product part of their lives. It takes time for one generation to introduce your product to the next generation....
by Chuck McKay | Aug 1, 2005 | Customer Sources, Market Segmentation, Targeted Marketing, Database Marketing, Uncategorized
I’m constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to “reach the right people.” Why am I amazed? Because they all reach the same people. Don’t believe me? Start with radio – there’s more...
by Chuck McKay | Jul 15, 2005 | Uncategorized
Ben Franklin is reported to have once written “I apologize for the length of this letter. I didn’t have time to write a short one.”I chose Ben’s quote for our on-going discussion of advertising to draw attention to a basic truism: it takes more skill to craft a six...
by Chuck McKay | Jul 10, 2005 | Uncategorized
Advertising can not fix a broken business. Oh, you might draw potential customers the first time through advertising, but from that point on it’s pretty much that customer’s Personal Experience Factor that determines whether she’ll be back, or not....
by Chuck McKay | Jun 29, 2005 | Uncategorized
I was having dinner alone, in a strange community, at a nationally-known restaurant chain. I watched the waitress deliver the checks at the five other tables in her section before flagging her over.”How many tables are in this section?” I asked. She told...
by Chuck McKay | Jun 23, 2005 | Uncategorized
A couple of decades ago I found a good working definition of the difference between advertising and marketing: Advertising is an attempt to find someone to buy your stuff. Marketing is finding out what people want, and helping them to get it.By that definition,...
