Regular readers may have noticed my thing for Seth Godin – a very clever writer and thinker on all things marketing, he’s my regular go-to guy. It’s been a few weeks since I last mentioned him… he’s been a little off my radar. And then just last week he sent a...
Hands up if you’ve either: A, Used a GrabOne voucher B, Used a GroupOn voucher, or… C, Have “a friend” who has Joking aside, I’m willing to bet whatever the answer you’ve not spent much time thinking about the mechanic behind vouchers. Put simply, vouchers are a...
Sometimes digital seems so core to our everyday business life it is easy to forget the radical shifts it creates. Often (as with freemium) those shifts mean entirely new ways of doing business. But just as often a digital shift impacts a long established business...
Value = (benefits – costs) This equation is the most fundamental conscious or subconscious calculation made by a customer when comparing products, or purchasing goods and services. For a couple of reasons, it also presents a real challenge for marketers: A, Benefits...
Changing a customer’s worldview is hard, expensive, and may even be impossible. When looking at the problem there are other solutions you should consider. In 2007 Lion Nation managed to turn a negative worldview issue into a positive for their brand Steinlager Pure. A...
