Utilizing Marketing Personas
Marketers have a challenging job. We have to develop goods and services and then communicate the benefits and awareness of those products to a diverse…
Blog
- Chapter 05 | Chapter 07 | Chapter 08 | Chapter 12 | Chapter 13 | Chapter 15
Opposing Strategies for Customer Loyalty
Marketing strategies universally need to incorporate mechanisms to attract, upsell, and retain customers. Some companies focus more on one aspect than another but they’re all…
Papa John’s Moving to Influencers for Future Promotions
Using people, particularly celebrities, to promote products and services is a very effective way of gaining attention and credibility with an audience. The risk is…
FedEx Using Robots for Future Deliveries
The final leg of delivery to customers (referred to as the “last mile”) is often the most expensive leg of the journey. In a commoditized…
Pour One Out for the Fading American Beer Industry
My students frequently tell me how important beer is in their lives. Yet despite their outward proclamation, their actual drinking habits have changed and the…
Ben & Jerry’s to Eliminate Plastic Straws and Spoons
Ben & Jerry’s is the latest company to join the movement to discontinue use of plastic straws. This follows similar decisions by Disney, Starbucks, Royal…
Facebook Transparency
Facebook has suffered a number of self-inflicted wounds over the past year. So much so that my students joke that they must have a calendar…
American Eagle Hands Creative Control to Gen Zers for Spring Campaign
In a move to make their brand appear more authentic, American Eagle’s spring campaign will feature photos and videos from customers in their own environments…
Target’s Mysterious Price Changes
This 5 minute news video covers some very interesting pricing strategies employed by Target. Using location awareness, Target will change prices within their app making…