Category archives for: Ask Mr. Marketing

Ask Mr. Marketing: Doubling your chances

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There’s a term you don’t hear much anymore, though the concept is very much alive.

An A/B split is the way marketers simultaneously test two similar offers to the same audience. Once the offer generating better results is determined, it can be expanded to the world at-large.

Ask Mr. Marketing: A classy way to stand out in the graduating crowd

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Congratulations, graduates! You’ve received diplomas, some gifts and maybe even a scholarship or two.

Before all hell breaks loose and you get into summer celebrations, consider how mailing a thank you note to the gift-giver or scholarship committee will differentiate you from the majority of students and really make your reputation shine.

Romance and risk taking

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By Rob Weinberg Scott and Fran were together throughout my high school career. They just “worked” as a couple, and everyone assumed they’d be a lifelong success. After graduation they went to separate colleges but kept connecting and sparking. There was true love there, and everyone looked forward to them living happily ever after. Over [...]

Ask Mr. Marketing: Buying Closer to Home

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I’m not generally a flag-waver, nor do I adhere to much of the flotsam floating around the Internet. However, this morning’s collection of junk email delivered a message that had some real merit.

As the holidays approach, the giant Asian factories are kicking into high gear to provide Americans with monstrous piles of cheap merchandise produced at American labor’s expense. Our economy isn’t expected to grow much, even as the Chinese economy takes off like a jackrabbit.

Ask Mr. Marketing: Buying Closer to Home

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I’m not generally a flag-waver, nor do I adhere to much of the flotsam floating around the Internet. However, this morning’s collection of junk email delivered a message that had some real merit.

As the holidays approach, the giant Asian factories are kicking into high gear to provide Americans with monstrous piles of cheap merchandise produced at American labor’s expense. Our economy isn’t expected to grow much, even as the Chinese economy takes off like a jackrabbit.

Ask Mr. Marketing: Dancing as fast as you can

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There was once a thing called delayed gratification. Work toward a goal, earn a reward. Because you’d earned it, the item meant more to you.

Today, taking time to get something is considered quaint by a generation raised to click a few buttons and immediately acquire vacations, videos, diamonds and the like.

Nowadays search engines provide instant access to information that once took weeks to research. Music is immediately available. E-books are downloaded and consumed faster.

Ask Mr. Marketing: Marketing your nonprofit

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Nonprofit organizations must understand the constant need to justify their existence. That requirement can be helped by solid, consistent marketing.

Now recognizing that most nonprofits have little money, I’m assuming by “good” you mean both low-budget and

Ask Mr. Marketing: Why Coke still markets

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Lest you think that statement to be self-serving, consider Coca Cola — arguably the best known brand in the world. This purveyor of sugar water generates $35 billion in annual sales, but spends $10 billion of its hard-earned revenue on marketing.

Ask Mr. Marketing: Now I’m afraid to eat anything

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The end of the school year means it’s time for my book report about “Salt Sugar Fat.”

Written by Pulitzer prize-winning investigative reporter Michael Moss, this book tells how the processed food industry uses, abuses and manipulates salt, sugar and fat to fool consumers into thinking they really need crackers, potato chips, soda, and a trillion dollars of other items that are, at best, of marginal nutritional value.

Ask Mr. Marketing: About those robo-callers…….

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Sometimes I’m asked when I’ll run out of material to write about regarding objectives, audiences, and budgets.

After all, we’ve spent several years analyzing various communications tools and general marketing trends.

Yet many readers report they see the connection between marketing and their daily lives, so we must be doing something right.

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