Posts Categorized: Marketing

Too much of a good thing?

We all love having options, but did you you know that having too many choices can actually have a negative effect on sales? A classic example of this is a study conducted by Columbia University which offered customers a choice of strawberry jams. In one test, the customers had 6 jams to choose from and… Read more »

A genius by any standard

A good rule of thumb for creative advertising is, if you feel like you’ve seen it before, don’t do it! To stand out, it’s got to be original (in a good way). It would be hard to imagine someone creating something more original than Theodore Geisel, aka Dr. Seuss. Theodore Geisel actually developed his distinctive… Read more »

For success you need talent and…?

In his best-selling book, Outliers, Malcolm Gladwell talks about an important differentiator he believes makes talented people extremely successful. In addition to their obvious talent, Gladwell points out another factor he believes worked in their favor: the Beatles’ early years of performing in Hamburg and small clubs. He attributes their success in no small part… Read more »

Hello. Hola. Meow.

In marketing, identifying your target market is key. These special people need to feel you’re are speaking directly to them and know what they want. Successful businesses know they aren’t trying to sell to just anybody and everybody. Those messages end up being so general they don’t really speak directly to anybody at all. Identifying… Read more »

A child could do it?

In a television ad, a little girl was shown making photocopies on a Xerox copier to illustrate how easy it was to operate. This was at a time when the product was relatively new, so some viewers questioned if the little girl making copies wasn’t misleading advertising. Even the Federal Trade Commission intervened. In rebuttal,… Read more »

Benefits vs. features

  Often when we talk about our businesses, we tend to describe its features. It’s often the first thing that comes to mind: our brand new equipment, our capacity to fill large orders, how many people are employed. The tipping point for converting viewers into customers is really the benefits. What problem are you solving… Read more »

A bird in the hand

It’s said that it’s five to ten times more expensive to gain a new customer than it is to retain an existing one. Advertising to prospects is not the same as advertising to current customers. You may be offering the same product to each one, but their needs and desires can be very different.  A… Read more »

Color: it’s all in your head

In graphic design, color has a lot of influence. Our reaction to color is so subjective that it’s impossible to look at color without some kind of emotional response. Here’s a real-life example and a favorite advertising story: Three different colors were tested for the packaging for the same laundry detergent: those who tried the… Read more »

I made this myself, dammit

Thinking that convenience food was all about convenience, cake mixes were developed in the 1930’s that only required the addition of water. Tests showed that housewives were always looking for ways to save time in the kitchen. Sales were disappointing, however, until researchers discovered that no matter what they said, housewives really didn’t feel satisfied… Read more »

The power of one word

What one word, when added to the directions on a package, virtually doubled sales? (This is not a trick question). The word was on every shampoo instruction label in the 80’s after the word “rinse”. The word? “Repeat.”