by Jeff Slater | Nov 30, 2017 | Branding Issues, Marketing Advice
Marketing writer/consultant Mark Schaefer told this story in a recent interview. He asked his daughter-in-law why she used a local, craft soap instead of Ivory. Ivory has millions of dollars of advertising targeted at her. She replied that she buys the local, craft...
by Jeff Slater | Nov 15, 2017 | Branding Issues, Marketing Advice, Marketing Start Ups
Are you testing every aspect of your marketing efforts? If you send out emails, are you testing different subject lines to see which gets opened the most? A simple A/B test can increase the number of people who read your email and the test is free. Are you testing...
by Jeff Slater | Nov 13, 2017 | Branding Issues, Interesting Brands, Marketing Advice, Marketing Books
I had a fascinating confidential conversation this week with a company that sells luxury goods. Because I promised to keep the details private, I can only tell you in general terms about her approach to marketing and how she gets customers to wait in line to buy her...
by Jeff Slater | Nov 8, 2017 | Branding Issues, Marketing Advice, Marketing People, Personal Stories
I watched an older man buying a huge, heavy bag of dog food at the grocery store. As he struggled to get the bag in his cart, a younger employee came by to help him put the bag in his cart. He checked out in the same lane as me, and I asked him how often he buys that...
by Jeff Slater | Oct 30, 2017 | Branding Issues, Foodpreneurs
The Vietnamese restaurant that opened up in my neighborhood isn’t for everyone. They have a very specific audience they want to attract who likes the flavors and tastes of Southeast Asia. Their marketing approach is very personal and human – carefully greeting each...
by Jeff Slater | Oct 9, 2017 | Branding Issues, Interesting Brands, Marketing Advice, Marketing People
Imagine two entrepreneurs starting out on similar paths. One has a story to tell about a personal experience that brought her to the idea while the other is just looking to make money. Which do you expect will get the social currency to succeed? The Giving Keys has an...
