Recently, some parents were overheard talking about registering their children for elementary school.  They were made to stand in a single line for well over an hour to hand over a check for textbooks.  The reason?  Although there were plenty of other people available to help, only one person was authorized to physically handle checks. …

A recent survey showed that nearly 80% of moms who work full time believe the ideal would be to work part time or not work outside the home at all.  If your workforce includes a high percentage of working mothers, this has significant implications for your business, especially since the numbers suggest a trend that’s…

A recent online conversation revolved around whether companies should allow consumers to post comments – pro or con – about its products and service on its website.  The traditional argument against the idea is the loss of control.  Anyone can post anything, even if it isn’t true.  But several “pros” may outweigh that “con.”  If…

When it comes to marketing, and especially direct marketing, the question of return invariably comes up.  For example, a 2% return is considered by many to be standard for a direct mail campaign.  But a better question is this: what’s the return on investment?  If you invest $10,000 in a direct mail effort and get…

In the wake of the recent pet food contamination story, producers of natural pet food made from locally grown ingredients have enjoyed astronomic growth – even though their products cost much more.  Likewise, although the housing market is struggling, the problems in the mortgage market have at least spurred a small return to banks and…

Unless you’re number one in market share, you’re usually spending a lot of time trying to pry business away from whoever’s on top.  But consider looking down, not up.  The company in the top spot got there by being very good at what they do.  Which is harder: trying to grab 5% market share from…

If you’re trying to improve profitability, you need to pay attention to both sides of the decimal point.  Building more efficient systems can affect the right side, gaining by tenths or hundredths.  But it takes bold steps to move the number on the left side of the decimal point – and that’s where real growth…

If you want to find out what consumers want, whether in a survey, a focus group or an intercept study, your best bet is to ask them what they don’t like about the product, service or company.  Why?  Ask what they like, and you’ll get vague, general responses that don’t offer any real insight.  Ask…

Jiujitsu is the art of using an enemy’s own momentum to defeat him.  A nifty example is on display in the world of marketing, where the Las Vegas casino industry continues to promote itself via “What happens here, stays here.”  A new TV campaign for California’s Santa Anita racetrack uses the Vegas spots as a…

When Netflix made it almost stupidly easy to rent movies, it might have spelled disaster for Blockbuster.  But unlike lots of big corporations, the brick-and-mortar video chain responded with almost blinding speed, and went its rival one better.  In an incredibly effective marketing campaign, they offered customers a choice.  Order online a la Netflix, rent…