Is Lifetime Customer Value Still Important?
We discuss considerations in calculating lifetime customer value, how you can maximize it, and how to be sure you don’t go broke waiting for that customer to come back.
Reverse Psychology and Advertising Strategy
It’s called “reactance.” When someone tries to tell you what to think or do — that automatic resistance you feel is called reactance by psychologists. And for advertisers, there are plenty of work-arounds for reactance.
Good Spiderwebs
Too often, a company uses their marketing to push their features and benefits - ‘Best location, Best Product, Best Service, Best Employees’ - but these are not clingy and sticky. Features and benefits are slippery and rarely remembered.
Earworms and Advertising
If you’ve ever had a song or a jingle stuck in your head, that’s an earworm. And advertisers can and should use this phenomenon to their advantage. Seinfeld even built an episode around this phenomenon.
Who Cares?
Who cares? 148.7 people, apparently. Dunbar’s Number has ramifications in social media, sure, but for small business, it has far more to do with marketing and influence and the importance of delivering a delightful customer experience.
The 30-Second Exercise to Help You Understand Brand and Branding
Once you understand the differences between a “brand” and a brand, and between branding and mass-media branding campaigns, it’ll help your marketing efforts immeasurably.
Turn Your Business into a Loveable Money-Making Machine (Part 1/2)
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
“Can You Hear Me Now” — How Verizon Grabbed Greater Market Share As Premium-Priced Provider
Verizon couldn’t afford to lower rates or compete on price. Instead, they had better advertising.
They Hate My Ad! (Now what?)
Now, I don’t subscribe to the notion that “hey, they remembered you…and that’s all that matters.” It’s very easy to be outrageous and “get remembered.” The job of your ad is to “get remembered” and sell some stuff.
The Recessionary “Share of Voice” Bonus
If you have fewer competitors barking on the airwaves, your ad will do a better job of “branding” your business.
Good For Sheep, Bad For Business
Sheep are best known for their strong flocking (herding) and following instinct. They will run from what frightens them and band together in large groups for protection. This is the only protection they have from predators.
The High-Impact 10X Advantage; Share of Voice vs. Share of Mind
What if you broadcast a flaming, un-ignorable ad that hits people between the eyes?
Billboards, Outdoor, and Ambient Advertising
While billboards can be pricey, they’ve actually become a much better value over the last decade, with the price dropping compared to other forms of media.