In marketing, we assume that people buy what they buy because it’s the best value.  But that isn’t always the case.  Take Starbucks, which is well on its way to its goal of having more U.S. locations than McDonald’s.  While its popularity shows no signs of waning, a recent consumer survey showed that customers don’t…

One often-overlooked marketing vehicle is – well, a vehicle.  Technology has made it affordable to “wrap” a vehicle in eye-catching graphics featuring your company name or product.  So here are two ideas.  If you have company-owned vehicles, consider a plan to wrap them so that they sell your brand everywhere they go (and even where…

If the level of service you provide impacts your bottom line (and if you’re in business, it does), ask yourself this question.  What would happen if you looked at quality service the way many companies look at quality in the manufacturing process?  Companies that commit themselves to Continuous Quality Improvement often focus on physical aspects…

How’s your approval process?  When presented with a new product idea, marketing strategy or sales promotion, how long does it take from initial presentation until actual execution?  How many layers in your process?  Just as important, what happens along the way?  Does every bold or original element get stripped away, leaving only the safe and…

If the focus of your marketing is to make the phones ring, here’s a critical question: what happens when they do?  Do you capture and convert every prospect?  If not, look at your system for fielding calls.  Do the people who take those calls (from the receptionist to the salesperson) know what’s expected of them? …

It pays to think about how a single change might have ripple effects that will impact your business.  Take Apple’s iPod and iTunes music store.  Last year, sales of the iPod and other portable music players more than tripled to over 22 million units.  What happened to the sales of conventional home stereo equipment during…

If you’re in a leadership position, ask yourself this question: of all the ideas presented to you, how many get the green light?  Be brutally honest.  If the answer is “very few,” it may be time to re-think your approach.  (If no one brings you ideas anymore, something is seriously wrong.)  William Wrigley, Jr., the…

It’s not just for soft drinks and candy anymore.  The 6-ton Shop24 vending machine offers 200 items from snacks and drinks to toiletries and over the counter medicine.  Shop24 originated in Europe, but has started appearing on college campuses, with at least 50 U.S. installations planned this year.  Also on the vending tip – new…

Most companies say they emphasize customer service.  But your commitment to pleasing customers is most apparent in how you measure performance.  If a bank teller’s raise depends more on balancing her cash drawer than on how customers are treated, guess which priority gets the most attention.  If customer support people are rated on the number…

When Charles Schwab stepped away from his position as CEO in 2003, he was headed for the golf course.  In less than two years, the company which bears his name was in serious trouble, and the board asked its founder to return to the top post.  What did he learn upon his return?  Four things,…