by Chuck McKay | Apr 21, 2007 | Uncategorized
Empowerment. It’s what’s shifting the balance of information from sellers to buyers.Just a few years ago the conventional selling wisdom was to brag about the good word-of-mouth, and try to hush the bad. Since the only thing customers tended to have in...
by Chuck McKay | Apr 17, 2007 | Uncategorized
In 1993 I watched from behind the glass as a focus group of young women unanimously agreed about the most useful thing to their morning routine. It was a morning radio disc jockey’s “Color of the Day” feature. All they had to do was to listen for the color of the day,...
by Chuck McKay | Apr 8, 2007 | Uncategorized
I was recently having lunch with an old friend for the first time in years, catching up on mutual friends, and jobs, and families, when he mentioned how much he and his elder daughter enjoyed a particular cellular phone ad. He was able to recite a substantial portion...
by Chuck McKay | Mar 30, 2007 | Uncategorized
The nice young man from the television station has patiently presented his ratings, shown you the qualitative studies on his viewers, and presented the package pricing. You’ve decided to run a television ad. . Whazzat? He needs to know what you want your ad to say?...
by Chuck McKay | Mar 27, 2007 | Uncategorized
Have you ever seen a poster from across the room that has the word “SEX” at the top in 72 point type? You walk across the room to read the smaller print, which says “Now that I have your attention, let me tell you about the advantages of….“The first time this happens...
by Chuck McKay | Mar 9, 2007 | Uncategorized
In Sperry, Hutchinson, and the Hotel Part I and Part II we looked at the history and common pitfalls of customer loyalty programs. So far, I’ve been less than enthusiastic. Not about the concept, you understand, but about most of the programs in use as we commonly see...
