Archives for March 2007

Assuming you know who your customers are is a dangerous practice. The old saying goes when you “assume” you make an “ass” out of “u” and “me.” Michael Barbaro reports in the New York Times that retail giant Walmart is classifying its 200 million customers into three categories: There are “brand aspirationals” (people with low incomes who are obsessed with … [Read more...] about Never assume anything…

If you've been in business any time at all, you've heard the following: "Rule #1: The Customer Is Always Right. Rule #2: If the Customer Is Ever Wrong, Re-Read Rule #1." Giving lip services to focusing on the customer is nothing new.... what is as rare and beautiful as a flawless diamond are business who truly get that business success has its roots in focusing upon the … [Read more...] about What Are Your Customers Really Worth?

This term is used for television and radio advertising. When you're buying advertising, BTA stands for Best Time Available. Do not confuse BTA with ROS. ROS stands for RUN OF SCHEDULE. While BTA means your ad will run during the BEST time available, ROS means your ads will run THROUGHOUT the schedule. With BTA, if there are spots available during the morning drive, and … [Read more...] about Pricing Advertising: Learning the Code: BTA