Astonish Your Customer(s)

Can one word have power?

I was at a party and heard a person proudly proclaim they had bought a bunch of oldies (music) and that he only bought the RE-MASTERED versions. Two people quickly responded, "I only buy the RE-MASTERED versions of oldies."

I asked: "What does RE-MASTERED really mean?"

The first response: " Well, it means, RE-MASTERED", as if that was a satisfactory explanation.

Soon, all three people were jumping in, finishing one another's sentences, trying to described REMASTERED, in multiple vague ways.

In the end, I concluded that - to them - REMASTERED just meant better, and better is 'good enough'.

Sometimes successful marketing can hinge on the selection of just one word.Simple is good - Simple works.

O.D.O.o.O.D.B.

Packaging - the hidden idea

Where do you find your target or ideal audience?

If you listen to your media planner, he will give you a bunch of options using TV, print, outdoor, web, etc.

That is well and good but the one place you are sure to find the audience is the store shelf.

That's right, everyone who buys a pain reliever must actually visit the pain reliver shelf in the store. Some people know exactly what product they want and know its exact location of the shelf and therefore are 'snow-blind' to all the competing products on the shelf. Many others - most, in fact - must search the shelf to select a product.

So, the one place your brand is guaranteed to cross paths with virtually every shopper/buyer in the category is at the shelf.

So, pay attention to your packaging. Don't just tweak it - make it great. Make it worthy of notice, handling and reading.

O.D.O.o.O.D.B.

I know how to make more $, let's screw our customers

62% of the airlines operating profit comes from fees charged for bags, preferred seats (in coach) and reservaion charges.

You could say that this model is similar to the warehouse clubs where they essentially marke thier profit on the membership fees.

The big difference is that warehouse clubs give great value, sometimes unmatched value and are always working to increase the value for their customer.

Can that be said of the airline, in general?

O.D.O.o.O.D.B.