A recent study by the University of Michigan showed that higher satisfaction ratings from users result in higher profitability.  For example, an eBay seller who’s highly rated by buyers can expect to sell more stuff for a higher price than one who isn’t.  (The vultures have already started circling.  The rate at which people are…

If there’s one area where marketers make decisions emotionally rather than rationally, it’s probably color.  In spite of the reams of science available on how we react to various colors, companies still make decisions about what color to use in marketing materials based on largely whimsical ideas.  The idea that green should be used in…

For everything written about the web as a way to interact with consumers, it’s astonishing how little we really know.  For example, how do you measure the success of your website?  Page views?  Unique visitors?  Duration of visit?  Interactive “events” per visit?  All of the above?  What do consumers want from a website?  Socialization?  Information? …

Aflac’s decision to downplay the role of its spokesduck highlights the opportunities and pitfalls of using a mascot.  While the duck has certainly generated big brand awareness for the company, it has been less helpful in getting consumers to understand Aflac’s product – supplemental insurance.  On the other hand, Geico’s amiable gecko has done a…

When the Gatorade folks started to notice that athletes weren’t emptying their bottles, they knew they had a problem.  If the heaviest consumers of your product aren’t downing the whole thing, what’s happening at the more casual consumer level?  The brand’s chief marketing officer talked to some of their most loyal customers and found that…

In “The Spark,” a new book about how Cirque du Soleil creates its magic, one of the “riggers” talks about how they build the structures for each show.  When it’s suggested that they have to strike a balance between safety and artistry, he quickly corrects this misconception.  He insists that there can be no compromise…

You can’t overestimate the value of positive word of mouth to your company.  But here’s something to keep in mind: real word of mouth – what you might describe as buzz – only happens when you do something extraordinary.  In other words, if you serve customers well, they may mention it to someone else eventually. …

Marketing’s job is to persuade the prospect to choose you over your competitors.  Most marketing vehicles, from ads to websites, use “we” when they should be using “you.”  While you certainly need to explain why you’re the better choice, and elaborate on the distinct benefits only you can offer, you have to do it from…

What does it take to create an “A” experience for customers?  Or maybe the question is, how easy is it to miss the highest grade.  A group of clients recently rated their experience at a highly recommended restaurant.  While the food and atmosphere were excellent, the server managed to be attentive without ever smiling or…

At a time when magazine readership is hard to come by, Real Simple has managed several impressive feats, including building a readership that draws evenly from women ages 25 to 65, and enjoying a higher-than-average rate of gift subscriptions bought by readers for moms, daughters, etc.  Why so successful in such a crowded field?  They…