A process for building demand

A process for building demand

Any economist will tell you that scarcity can increase demand for the product and typically the price. We want what we can’t have. The fact that we can’t have something for some reason makes us want it more. On the flip side, we also attribute more value to things...
The customer isn’t always right

The customer isn’t always right

“If Henry Ford had asked his customers, they would have told him they want a faster horse.” Here’s the reason market research can be misleading and send you down the wrong path. It’s a fallacy that effective marketing isn’t about asking people about what they...

EXERCISE: Yelp Balance Sheet

Many small businesses have a love/hate relationship with Yelp. On the one hand, it’s an amazing tool for people to provide authentic testimonials about their business. On the other, it’s a forum for anyone to post malcontent, malicious and sometimes misinformed and...
EXERCISE: The Persona Trap

EXERCISE: The Persona Trap

People think in big broad ideas. Regardless of how intricate and seemingly relevant your next campaign is designed to be, most people probably don’t think very much about it. The truth is people tend to think in simple general concepts. This is why developing a...
Exercise: Target Audience Thinking Caps

Exercise: Target Audience Thinking Caps

Focus groups can be very effective in gaining insight into how your target audience may react to a new marketing program. However, they can be costly and time consuming, especially if there are several audiences. Use this exercise to do a quick gut check. 1. Identify...
Exercise – Pruning your Target Audience

Exercise – Pruning your Target Audience

In order to maximize potential sales, we often make the mistake of trying to reach the widest audience as possible. Who’s your ideal customer? Well, virtually anyone could use our product.  So men and women age 18+.  The problem with this strategy is that you have to...