The other day I wondered about Dell’s mixed marketing message. Now it’s Wal-Mart’s turn. Traditionally the low price leader, Wal-Mart has been trying to swim upstream — I mean, move upscale. They want to hold on to their marketing base while attracting upscale consumers shopping for higher-quality goods. But a confidential report based on interviews …
Are you attracting the wrong kind of customer?
Who’s your perfect customer? You don’t need to be an FBI profiler to pin down the kind of customer you want. Now consider: What kind does your marketing actually attract? If there’s a disconnect between the two, you have a serious marketing problem. As Seth put it: “Many of the products and services we use …
What is Dell trying to tell us?
What’s happening to Dell? Do they know who their customers are? Their marketing is shattering into a mish-mash of competing messages and brands. On the one hand Dell is peddling low-end PCs in Wal-Mart stores. On the other hand, they’re now selling PCs preloaded with Ubuntu, a flavor of Linux, the open source darling OS. …
Why introduce shoppers to your competition?
So you can show how much better your product is. Saturn is launching a bold marketing initiative this summer. Dealers are bringing in a Toyota Camry and a Honda Accord, so car shoppers can test-drive the competition — right at the Saturn dealership. “In that side-by-side comparison, we come out really well,” said GM’s Mark …
Burt’s Bees: Simple products, "naturally" profitable
Burt’s Bees is a great example of a small, homegrown Maine company that has grown into a giant by keeping things simple: simple products, simple packaging, even a simple marketing message. Founded by a Maine beekeeper and a graphic artist in 1984, the company has become legendary for quality and a down-home image. As the …
Have you been blacklisted?
Getting your company on an e-mail blacklist is easy. Getting off is a lot tougher. As yesterday’s New York Times illustrates, it’s easy to get labeled a spammer. “… Even people who follow the rules and do not send unwanted e-mail can find themselves in a jam. (One) company shared its server with some clients, …
A Field Guide to Freelance Writers, Designers, etc.
Thinking of doing a little freelance writing or graphic design work? Or maybe you’re thinking of hiring one. The Freelance Switch blog has compiled an amusing Guide to Freelancers. It zeros in on 13 common character flaws — oops, breeds — the highs and lows associated with each type, and a glimpse into the impact …