Telling Benefits to Back Off As marketers, we’re always telling people to focus on the benefits of their products instead of the features. This is marketing 101. And if you search google for “features vs. benefits”, you’ll find umpteen-bajillion articles saying the same thing. But I’m going to go out on a limb here. So if you’ve been reading this …
Showrooming Comes to your Pocket Retail is a tough business. Margins are tight, hours are long, and brick-and-mortar shops face ever increasing competition from web-based shopping options. And then there’s mobile. In a recent study, 66% of smartphone owners admitted that they use their phone for product research while they’re in the store. And the most common activity across all …
Bieber Beats Barack This may come as a surprise to you, but Justin Bieber is the most powerful man in the world. Almost equal to his dominance are Lady Gaga and Katy Perry. Fourth, sadly, is the President of the United States. I’m sure he thinks himself to be the most influential man in the world, but a generation of …
Remember driving to the video store to rent a movie? Remember when you had to visit the record store to buy new tunes by your favorite artists? Oddly enough, those days aren’t that far behind us. Digital technology, however, has moved so quickly that video and record stores feel like distant memories. Even books have moved to digital formats, causing a …
Option 1: Start with one, burn it out Do you remember Mazda’s “Zoom-Zoom” commercials? They’ve always showcased a clip of their newest vehicle driving down a windy road and finished with someone whispering the phrase “zoom-zoom.” So why did they stop airing this ad? Simple, the campaign was over-aired. There’s a fine line between heavily used, and just downright annoying. This campaign …
