Archives for June 2006

I was pleasantly surprised to read in Forbes magazine a story about an up and coming software suite that allows retailers to use price optimization to boost sales and profit margins. Demand Tec has developed software that gives retailers insight into underlying factors in the purchasing decision. For example, one drug store chain used the software program to recognize that … [Read more...] about Price sensitivity in the Minor Sale and optimizing profits for retailers

Over the weekend, I saw a news story about Bus Radio, a Massachusetts start-up that offers to pipe music (and ads) into school buses around the country via a private radio network. The concept is simple. Schools can sign up for this private radio broadcast to play on school busses featuring programming aimed specifically at teens and tweens. During the piece, parents were … [Read more...] about The myth of the captive audience….part deux

According to Mike in his blog at Techdirt, It's amazing how slowly it takes folks like advertising execs to catch on sometimes. For the past five years, plenty of people have realized that there was so much content out there that people were learning to only deal with content they wanted. What that means is that dumb ads that no one cares about don't work at all. Advertising … [Read more...] about Audiences were never “captive”…

Buying a computer falls under the major sale category, which means: There is more than one decision maker There is significant financial/emotional investment on the part of the buyer The purchase warrants significant time and research into alternatives There is the potential of a long-term relationship between you and your customer The consequences of making a purchasing … [Read more...] about Apple’s wonderful series of ads

The Center on Global Brand Leadership at Columbia Business School and Corante held The Innovative Marketing Conference in New York City recently. According to the promotional literature promoting the conference: Companies today are facing increasing pain points as marketing struggles to keep up with innovations in the marketplace. Media proliferation, product choice, consumer … [Read more...] about Radical Innovations in Marketing