by Chuck McKay | Mar 2, 2007 | Uncategorized
We ended Sperry, Hutchinson, and the Hotel, Part I with a promise of Chuck’s personal hotel story, and posed this question: Can you buy customer loyalty?Let’s start with the hotel story.I have business in Austin every few months. A couple of years ago I started...
by Chuck McKay | Feb 27, 2007 | Uncategorized
Are customer loyalty programs a good thing for retail? Should you have one? Do you participate in any? In part two of this article, I’ll tell you a story about a hotel’s loyalty program from my own experience, and share with you both rational and emotional...
by Chuck McKay | Feb 19, 2007 | Uncategorized
From my “in” box:Chuck;I always look forward to your articles. I don’t always agree, however. And today, I’d like to argue one point with you that you mention in your Managing the Gap article.You stated that “Without advertising,...
by Chuck McKay | Feb 17, 2007 | Uncategorized
“All advertising does is try to convince people to buy things they don’t want and don’t need.”Ever heard that? If you have, it was probably a statement made by an employee. A non-sales employee of some large company. A non-sales employee who doesn’t understand...
by Chuck McKay | Jan 21, 2007 | Uncategorized
I understand how you feel. I do. You’re paying for your advertisement to be seen / heard / read / viewed by 40,000 people. And the cost of reaching that many people is sooooo high, that you’re going to add copy points, then add more copy points, and then add even more...
by Chuck McKay | Jan 13, 2007 | Uncategorized
Does your business have a Unique Value Proposition (U.V.P.)? The strategy I’m about to share requires one. DO NOT attempt this if you can’t articulate a very compelling reason for people to conduct business with you, rather than with than a competitor.You’ve, no...
