What Advertising Media should you use? Media by ELM Appeal

If you are an advertiser, then you need to consider how your customer is likely to process the advertising message that you want to give them. The Media by Appeal graphic with this post is a simple way of looking at what media is best for your message

Why consumer marketers always do field visits- and digital marketers should too

If you noticed, all consumer marketers do market field visits-all the time. Let’s say that a CMO or a marketer turned CEO is in town for a board meeting. You’ll find that CMO making the rounds of retailers and distributors. This after getting all those market research and insights syndicated reports. These reports break downContinue reading “Why consumer marketers always do field visits- and digital marketers should too”

Revisiting the Chicken MahaMac in India and the Big Mac Index

One could not help but check out the Chicken MahaMac at the still very swanky Indira Gandhi International Airport and the meal and bill is pictured. Prices have risenĀ  from Rs. 225 to Rs. 295 or about 6% a year from 2011 somewhat less than the average inflation of 7%. See the earlier post IndiaContinue reading “Revisiting the Chicken MahaMac in India and the Big Mac Index”

Peak-End Rule and Customer Experience

According to the peak-end rule customers think back on their experience in terms peaks and ending. Thus, if during a service encounter there is a delightful experience and the service experience ends on a positive note the overall recollection is positive. Such a customer is likely to refer customers, like your business on Facebook. It does not matter if there was a peak negative experience (as illustrated in the graphic) that is lower than the peak positive experience

Why does physical service lag behind online service?

Online service that precedes physical service seems to be always better. OK Amazon.com is an exception which is able to physically deliver to a consumers' delight.  There are numerous examples of this "sure to disappoint the consumer" situation. A recent example from a top  hotel that  sends you an email asking you to check-in onlineContinue reading “Why does physical service lag behind online service?”

Sustainable Employment needs a re-think on how we value services

Consider that the world population reached 1 Billion not so long ago in 1804 and is currently over 7 Billion and is expected to rise and stabilize at 10 billion by 2050. Sustainable employment for all these people needs a re-think of how we value services. The problem is acute in Asia with  about 60%Continue reading “Sustainable Employment needs a re-think on how we value services”

London Eye has an innovative business model

The London Eye has an innovative business model. It is the giant Ferris wheel that every London tourist must have heard about and you might remember from the 2012 Olympics closing. You will very likely hear of it , if you are a transit passenger with limited time for a London tour. The Ferris wheelContinue reading “London Eye has an innovative business model”

Staples to grow 10 Billion $ online retail and cut 15% retail floor space but needs to re-think business model

One does not realize that Staples has a $10 billion online retail presence and is considered by some to be second only to Amazon.com, according to the Wall Street Journal. Now Staples understands that they need to save by cutting down 15% of the retail floor space that includes 15 stores in the US, relocateContinue reading “Staples to grow 10 Billion $ online retail and cut 15% retail floor space but needs to re-think business model”

Internet search is serious stuff:why Google Flight Search will be a great travel distributor

When you are searching on the Internet,for anything, you are in a serious mood. In advertising and psychology theory this is called the central route to persuasion part of the Elaboration Likelihood Model. You are thinking much more about whatever you are searching compared to watching an Ad on TV, which does'nt get you toContinue reading “Internet search is serious stuff:why Google Flight Search will be a great travel distributor”

German E. Coli outbreak and regulating a global fresh food supply chain

The German E. Coli outbreak seems to be one of the first fresh food global supply chain problems that have come to the fore. Germany imports 40% of its cucumbers from Spain a total of 182,000 tonnes a year. Initially, German authorities blamed Spanish cucumber contamination for the deadly outbreak and now the Germans areContinue reading “German E. Coli outbreak and regulating a global fresh food supply chain”

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