by Chuck McKay | Apr 30, 2012 | Ad Critique / Classic Examples, Market Segmentation, Targeted Marketing, Database Marketing, Unique Selling Proposition (USP)
People seem to naturally rank things. They list things in order. They tend to remember things at the tops of the various lists. On nearly any list, most people can remember the top three with little effort. It’s generally accepted that seven is the maximum...
by Chuck | Jul 13, 2011 | Market Segmentation, Targeted Marketing, Database Marketing
Pretend with me that you run Acme Office Supplies. You’ve just conducted a survey asking your customers why they shop with you. The overwhelming answer: convenience. Is your research done? Do you tell people how convenient you are in all of your advertising and...
by Chuck | Jul 12, 2011 | Market Segmentation, Targeted Marketing, Database Marketing
What happens when a person gets parched? The obvious answer is that they will automatically search for the nearest store, POS (POS stands for point of sale) or refrigerator to look for a nice beverage to quench their thirst. This is of course basic human nature as...
by Chuck McKay | Jan 11, 2011 | Buying Stages / Sales Conversion, Market Segmentation, Targeted Marketing, Database Marketing
You carry a cellular telephone. You’re reasonably happy with the service, the rate, even with the quality of your phone calls. Still, the phone you purchased two years ago was already proven technology by those standards, and is now considered old. Plus,...
by Chuck McKay | Aug 3, 2009 | Customer Focus, Retention, and Evangelism, Market Segmentation, Targeted Marketing, Database Marketing
As I headed out the door the Lovely Mrs. McKay handed me a coupon from the new C store in our neighborhood, saying “You’ve got to stop for gas anyway. Here’s a coffee for the road.” The coupon offered a “free coffee beverage” from, oh, let’s call...
by Chuck McKay | Jun 3, 2008 | Advertising / Marketing Strategy, Market Segmentation, Targeted Marketing, Database Marketing
Your company is the newcomer. You’re the young upstart that has innovated, and is generating significant buzz. How can you expect the leader in your business category to react? The expression “level playing field” implies a fair contest. In battle, as in...
