Marketing Strategy | Rational Marketing

Standing Out is One Way to Increase Margins

BNET recently posted a story about the success of Crumbs Bakery in New York City. The article is titled, “Startup Survival: How to Get Past the 3-Year Hump,” the point being that smart marketing makes for financial success.

The rational way to raise your gross margin is to differentiate your business by redefining your company as [...]

Pricing Strategy

The Harvard Business Review’s Daily Stat reminds us why pricing is so important. The McKinsey Quarterly found a company that was selling an industrial piece of equipment with a net margin of -200%.

Long Term Pricing Strategy

The lesson is that we should price products or services across the product life cycle. The example of the [...]

Tools to Stand Out

BNET shared some stories about marketing tactics that independent bookstores are using to remain successful.

Expand your reach to a national market.
Go green.
Create a store within a store.
Open your doors to the community.
Cultivate the next generation [...]

Is It The End of the Marketing Funnel

Marketing has grown more complicated, media choices have exploded, and consumers have asserted themselves more visibly than ever before. So perhaps some of the classical ways to understand and visualize marketing concepts, need to change and evolve too.

Forbes.com shared some information from Forrester that found that 53% of U.S. online consumers research products online that [...]

Engagement and Motivation, Illustrated

The Harvard Business Review’s Peter Bregman told a story of cooking with farm fresh produce in a blog post titled, The Farm-to-Table Secret to Motivating People.

He told of how having the experience of a few days at a farm with his family connected him in unexpected ways to food and led to him feeling very [...]

Lessons Learned from The Gap

BNET recently discussed The Gap’s logo change and the quick abandonment for something that looks much more like the original.

These ideas could share some new insights about brand management.

Consumers own brands. Your brand does not have any value until it is valued by your customers. You might feel your business needs to be rebranded or [...]

71 Percent of Tweets are Ignored

Wired.com reported on the findings of an analysis of 1.2 billion messages sent in 2009, seven out of every ten Twitter messages get absolutely no reaction.

We just completed a marketing outlook survey for the CMO (Chief Marketing Officer) Council that seemed to leave out many aspects of “traditional” marketing.

So the question is if numbers and [...]

Digital Information May Prevent Absorption

Technology may make the tiniest windows of time entertaining, and potentially productive. But scientists point to an unanticipated side effect: when people keep their brains busy with digital input, they are forfeiting downtime that could allow them to better learn and remember information, or come up with new ideas.

The New York Times published an article [...]

More WOW! Numbers

“55 Percent of Survey Respondents Cannot Effectively Measure Marketing ROI of Mobile, Social Media and Video,” this is the recent context of press release from Omniture. Omniture perceives this as an opportunity.

We reported on the results from a different study from R2integrated that found that 65% of companies had not increased revenue or profited using [...]

Rational Marketing

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