We are all being pressured to produce more with less. More powerful campaigns, more cutting-edge designs, more targeted pieces, more tangible ROI, more pizzazz than your competitors’ materials, more pressure to deliver faster with less money in your marketing budget.
These tips should apply in any economy, but right now it is so important to save [...]
Harvard Business Review recently posted an article by Anthony Tjan, CEO, Managing Partner and Founder of the venture capital firm Cue Ball.
He suggested that one way to know and understand customers better is by studying the broader context in which your customers use your product or service. To do this, ask what your customer is [...]
Trendwatching.com’s February 2010 newsletter highlights products that are simple, small and/or cheap. The products and services are designed for low(er)-income users in emerging markets, but manage to appeal to buyers in mature consumer cultures too.
Goods and services especially designed for emerging markets often incorporate one or more of the following characteristics:
Smaller and/or limited number of [...]
Trendwatching.com published a list of key trends that they see for consumers in 2010. You may be interested as you think forward. We are sharing a summary email that they sent out in November.
1. BUSINESS AS UNUSUAL The societal changes that will dominate 2010 were set in motion way before we temporarily stared into the [...]
Many businesses are re-evaluating any and all business decisions, including marketing decisions, during this economic cycle. They are looking at response rates to their marketing efforts and the costs to get those responses.
The US Postal Service published a study called “The Mail Moment”. This study was conducted a few years ago after most Americans had [...]
In a recent article in Target Marketing Magazine titled To Mail or Not to Mail author Pat Friesen cited some surprising statistics.
“Fifty-six percent of Americans surveyed by InnoMedia say receiving mail is a pleasure.”
“Sixty-seven percent of Americans feel traditional mail is more personal than Internet communications, according to research from the U.S. Postal Service.”
“Among Gen [...]
According to an article extracted from McKinsey Quarterly by Harvard Business Publishing, customers are controlling more of the buying decision process and actively “pulling” information helpful to them. McKinsey research found that during the phase when consumers are considering a purchase, 2/3 of the touch point moments (that is, instances when customers learned more about [...]