Tag: marketing strategy

Marketing Nuances (or Its The Little Things…)

July 7th, 2009   •   1 comment   

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Have you wondered what differentiates hits from misses? Or why you prefer to purchase a particular brand of toothpaste over another despite their qualitative attributes (taste, fluoride protection, breath freshening, tartar control) being equal?

The answer – like God – is in the details.

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Understanding What Makes Kids Buy

July 1st, 2009   •   1 comment   

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Toys R’Us and Power Rangers – a potent kid marketing combination!

As the father of a five-and-a-half year old boy, I naturally have a deep interest in what goes into that little cranium of his.

Why is my son attracted to certain brands and products more so than others? What made his tastes in toys so different from his cousin who is merely 5 years older than him?
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From Excellence to Evidence

June 26th, 2009   •   no comments   


Newspaper reports add credibility to one’s business (courtesy of Matt Callow)

With so much information easily available at the click of a mouse (or the tap of an iPhone), consumers are becoming more enlightened than ever before. As Mulder and Fox would have told you, “the truth is out there”, and it is now showing at an Internet-enabled screen near you. With so many websites, forums and blogs established to conduct independent consumer and product reviews, people will no longer take your word for it.

What can companies and businesses do to ride this trend? Is it enough to claim that you are able to make them taller, smarter, cleaner or more relaxed than the competition? No, it isn’t.

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Using Your Brain in Marketing

May 28th, 2009   •   no comments   

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Designed by Freepik

In the hyper-competitive world of marketing and sales, it isn’t sufficient just to push out an ad or a sales letter and hope and pray for a response.

Consumers and corporate buyers are increasingly spoilt for choice, and selling based on price alone is not sustainable in the long haul.
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Emotional Marketing the Hallmark Way

May 23rd, 2009   •   5 comments   

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Courtesy of AZ Quotes

“People don’t buy for logical reasons. They buy for emotional reasons.” – Zig Ziglar

This quote from the legendary sales guru Zig Ziglar aptly describes the world of marketing, where it is vital to reach the heart in order to generate a buying response.

While the rational part of us would sort through the price, features, and logical needs we have for a particular product or service, it is the emotional part – the feelings, benefits, wants and beliefs – which determine the purchase decision.
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Anticipatory Marketing

May 18th, 2009   •   2 comments   

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Anticipatory marketing is like a water cooler in a park on a hot day

When a customer purchases a product or consumes a service, are there are unspoken needs that you can meet?  Are there supplementary services which can augment his or her encounters with your company?  

In other words, have you attempted to “read the minds” of your customer and anticipated the problems that they face or the additional help that they need, even before they utter a single word?  

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Getting (and Teaching) Your Customers to DIY

May 15th, 2009   •   no comments   


Its the journey and not the destination (courtesy of dadadreams)

What is the best way to capture your customer’s hearts and minds? How do you make them feel a sense of ownership for your brands, products and services?

The secret lies in getting them involved as much as possible.
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Employing Nostalgia in Marketing

May 5th, 2009   •   2 comments   


Courtesy of doombride

We have all been victims at one point or other. Apparently, the older one gets, the more one suffers from it.

This syndrome is manifested in a periodic penchant for the past. Life was more carefree then, unfettered by the stresses and strains of modernity and technology.
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Can We Truly Market the Arts?

April 23rd, 2009   •   no comments   


Art or sheer marketing brilliance? (Damien Hirst’s £50 million For The Love of God courtesy of Secretly Ironic)

There is an underlying tension in the field of cultural management where one has to balance between giving customers what they want and preserving artistic integrity.  This is especially prevalent in what we term as the ‘high arts’ like classical music, ballet, theatre and museums.

Against the ever growing competition from lifestyle activities coupled with the ever shrinking discretionary time of today’s consumers, it appears suicidal for art organisations to hold their ground for the sake of their art.  Considered by many to be a discretionary expense (compared to purchasing groceries, fuel and homes), cultural activities have never faced such tremendous competition as the present age.

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Delectable Morsels in Marketing

April 8th, 2009   •   2 comments   


Extreme co-branding in action! (courtesy of Haendal Dantas)

Here are some interesting little snippets that I picked up this week.

To kick it off, Seth Godin warns us that marketing isn’t just about being better or more efficient, but rather, just being the right thing for customers, no matter how idiosyncratic those demands may be.  Its interesting to read about his new middle-aged fetish for button fly jeans though.
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