Archive | February, 2011

The Price is wrong

I was pleased to hear this week that at least one of the irritating radio ads that assaults my ears here in Germany will soon be no more. The D-I-Y chain Praktiker is going to knock its price positioning on the head to go for something a little more sophisticated in terms of branding. Just […]

Continue Reading

Marketing math: how do you measure success?

Are you measuring your marketing? I don’t like math.  It’s not that I can’t do it – I took advanced math all through high school.  I just really don’t enjoy it. But math matters. If math = measurement.  How can you justify your marketing budget/spend if you can’t point to how the dollars are moving […]

Continue Reading

Which sells better-the future or the past?

Is this the future or the past? Here’s what I am pondering today.  In terms of connecting with a consumer’s emotions, what works better — pointing to the future or the past? I’m 48 (albeit a 10 year old boy trapped in man’s body) which puts me a little behind the line in terms of […]

Continue Reading

Social media-time to implement like hell

Social media clearly remains a hot topic. Not just among the evangelists – it crops up everywhere, in lots of conversations, presentations and meetings. Last week alone, I met with a guy doing his dissertation on social media, filled out a survey for social media for the marketing institute and fed into another survey trying […]

Continue Reading

Defining Segmentation Research

You’re new in your job. Or the competitive landscape has changed. Whatever the reason, you need to understand which customers to target for purposes of product development, marketing, and customer experience design. So you call one of the big firms that specialize in segmentation and brand tracking. They tell you identifying and following your target […]

Continue Reading

Why, oh why?

“I keep six honest serving-men (They taught me all I knew) Their names are What and Why and When And How and Where and Who.” Rudyard Kipling, from “Just So Stories” Whatever field you work in, as long as it involves information-gathering, you’ll probably have come across some model, tool or principle based on Kipling’s […]

Continue Reading