Papers
On-Site Insight
Musings on the state of retail marketing
Retail’s new view?
What’s in Store? Nothing less..
… than total transformation. Changes in the game of retailing are not just having the obvious impact on the physical store environment. Truth is they ultimately will force product manufacturers to revise just about every aspect of their go-to-market strategy…
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What does it mean?
The “Tripping” Point
Hold on to your marketing plans, because the retail industry has just blown past the proverbial tipping point – the moment when e-commerce shopping trips have become just as important as the more traditional kind. Think of it as the “tripping” point…
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The Bloody Truth Won’t Set You Free…
but it does serve up valuable marketing insight, along with a dollop of humor. Bernie Trueblood is a frequent contributor to industry publications. Download these classics FREE:
How about a Moratorium?
Time to Say “So Long” to “So”.
The world of communication has become polluted by the use of “so” as the lead-in to answering every question. Call it the “so segue”. Example:
Q: What is the future of retail?
A: So… it is shifting to ecommerce.
You could prematurely conclude …
New Shopper Directions?
Does the Shopper Marketing Notion Need A Reset?
Pity the freshly degreed MBA just now entering into the CPG business world. She must wonder: “whatever happened to the ‘consumer’ that I studied in Marketing 101?” The rampant growth of the “shopper” marketing …
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Talk about value added.
Dimensionalized Derriere Daguerres: Dorky, or Diabolical?
It was an in-pack premium to arouse the Creature from the Black Lagoon. The folks at Sports Illustrated tipped 3-D glasses into their latest swimsuit edition. Readers could don them to decode the derrieres of more modern creatures …
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300 painted hoofers on hand for PROMO Expo
Cows-Related Marketing Draws Tourists Like Flies
Creativity got upstaged in Chicago last month … out on the streets where the now famous Cows on Parade promotion gave new dimension to the notion of cattle call…
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Golden calf, or fool’s gold?
Slave Girl Births Promotion History
… desperate for success after its flub with the Susan B. Anthony dollar coin, the U. S. Mint borrowed interest from yet another historical celebrity: Sacagawea. Now failure can tarnish both history and special interests…
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Pepsi takes “stop, look & listen” to the max.
Snigonometry: Quick, Affordable, Predictive
All right class … raise your hand if you believe that pre-testing of offers is an important aspect of the science. OK, since it’s almost unanimous, who can tell us why so few marketers do it?
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Race-engine builder Arrington repositions itself for the enthusiast market.
Rules Made to be Broken
Every year at the awards luncheon, after the deals go down and the lights go up, there is a moment of truth … when one colleague approaches another and inquires: “whadja think?” Wouldn’t it be nice to have a solid frame of reference?
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More Rules Made to Be Broken
All right class, who remembers the first 5 Rules of Promotion? Let’s move on to examine the next five. Pay attention — this material may be on the final exam…
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