Credit cards and soap are both classified as commodities, but from a marketing perspective the similarities don’t extend much beyond that. Soap is largely about the very expensive game of buying recognition and differentiation through brand advertising, product positioning and distribution. So in that space, the TUP Model applies: Volume can be influenced by the…

It’s proven that direct mail works in today’s digital world. In fact, companies like Google, Apple and Verizon use direct mail. So, what goes into an effective direct mail package that these digital giants can rely on to deliver? Here are a few tips: • A direct mail letter should showcases a Johnson Box, which…

In the digital age, it seems everyone is glued to their phones or tablets, and sometimes even multiple devices. People have become addicted to social media, email and texts. For many, it’s the first thing they do before getting out of bed and the last thing before going to sleep. Being constantly connected certainly has…

Zeroing in: insights on effective targeting Since the classic Greek tragedies, communicators have understood the importance of knowing the audience. And it’s still true today. How can you deliver a message without understanding the mindset of the people you’re speaking to? In today’s marketing environment, communication professionals still chase audiences to sell something to—either for…

Most of us in any business know the importance of finding customers. Many strategies are deployed to do just that. Some cast a very wide net in hopes of working the odds. This assumes, that if a very small percentage of a very large market responds you may be able to make money. While others…