marketing strategies | Cooler Insights

Market Thy Neighbours as Thyself

Walter — Sun, 11 Nov 2012 14:11:00 +0000

Marketing can be a friendly activity (Courtesy of {eclaire}) Sometimes, I wonder why the world of marketing has to be so competitive. Many marketing strategies reek of a “command and conquer” mentality. We’re constantly told to “benchmark” against our competitors, “target” or “ambush” our customers, offer “value” pricing, and “position” ourselves such that we have […]

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Rubies in the Orchard: Book Review

Walter — Thu, 19 Jul 2012 12:50:00 +0000

Serial entrepreneur and billionaire Lynda Resnick’s book “Rubies in the Orchard” provides a fascinating glimpse into the marketing strategies behind brands like POM Wonderful, FIJI Water, Teleflora and the Franklin Mint. Part autobiography and part business book, the highly readable tome chronicled how Lynda rose from rags to riches and deployed her marketing smarts to […]

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Marketing to Misers

Walter — Sun, 04 Sep 2011 12:05:00 +0000

Ebenezer Scrooge may have more company this Christmas (image source) Penny pinchers. Value-for-money shoppers. Bargain bin hunters. Call them what you may, thrifty consumers have been around since time immemorial. The recent economic onslaught and accompanying rise in inflation will likely increase this group of discount shoppers. In a cash and job strapped situation, everybody […]

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Six Festive Marketing Ideas for Kids

Walter — Fri, 10 Dec 2010 02:51:00 +0000

Christmas is in the air, and retailers are all out to garner those precious year-end gifting dollars. With bonuses likely to be bountiful this year, any business worth its salt would be finding ways and means to target the consumer wallet. Young children probably form one of the most important markets in the season of […]

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What Do Women and Geezers Have in Common?

Walter — Wed, 17 Nov 2010 21:27:00 +0000

Give up? The answers, according to uber guru Tom Peters and Martha Barletta in their slim volume Trends are oodles of cash, purchasing power and huge influence. Written in Peters’ no-holds-barred, rant-heavy and straight talking narrative, Trends provides lots of facts, figures and anecdotes to show that women and Baby Boomers are probably the two […]

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Capitalising on Celebrations

Walter — Tue, 16 Feb 2010 08:55:00 +0000

Courtesy of eTour Singapore Festive holidays have always brought much cheer to those in the retail and service businesses, especially seasonal ones like Christmas, Chinese New Year, Deepavali and Hari Raya Puasa. Considered peak periods for those in the consumer and lifestyle industries, festive holidays are peppered with numerous promotions and special deals by shops […]

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Suprising versus Satisfying Your Customers

Walter — Tue, 12 Jan 2010 23:47:00 +0000

Surprising Them May Be Better Than Satisfying Them (Courtesy of Anthony Cain) In many B-schools, the mantra for marketing goes something like this: Do surveys and profile studies to determine what your target customers prefer. Look at how your competitors are doing it. Better yet, undertake a benchmarking exercise to see what their best practices […]

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Random Highlights in Marketing and Social Media

Walter — Mon, 26 Oct 2009 00:40:00 +0000

Courtesy of gapingvoid.com As I trawl through my RSS feeds this week, the following posts caught my eye. The first is this fascinating titbit in Branding Strategy Insider which noted how Chinese adopting Western names are using more unique monikers to make themselves stand out from the usual Toms, Dicks and Sallys. They include a […]

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6 Ways to Make it Worth Their Time

Walter — Fri, 25 Sep 2009 01:23:00 +0000

Customers should feel as relaxed as spending a day at the beach While browsing various blogs, websites and news feeds today, I was suddenly hit by a thought. What if we make it more enjoyable for our customers to transact and purchase from us? In other words, improve the quality of their time spent with […]

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Are Museums All Things to All Men?

Walter — Wed, 02 Sep 2009 12:01:00 +0000

Dinosaurs are a surefire hit, but should all museums have them? (taken at Melbourne Museum) Should museums and galleries always attract the largest and widest crowd possible, attracting/attacking every customer segment? Can they be scholastically superior, operationally efficient, highly entertaining, marketing savvy, and customer oriented at the same time? Are major blockbuster exhibitions the only […]

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