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Perceptions create realities.

Recently took my car into a dealership for service. I recall seeing an ad for this particular dealership boasting above par guest accommodations, and specifically really great coffee. Upon checking in I happened to look down the row of C.S. rep kiosks and noticed that 3 out of the 4 of them had a cup […]

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‘O Say Can You See’…. (Two more min of profitable commercials.)

The base inspiration behind this post is a bit dated, but the pieced-together idea just recently popped into my head, so what can you do. In many U.S. towns where there is maybe one or two ice skating rinks serving several communities, ice time is a precious commodity. At prices often topping $300/hour, rink organizers […]

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Bad Policy = Bad Marketing

As this forum is specifically for examining the art of marketing, I’m purposefully leaving individual company names out. My goal is not seeking public vengeance for a bad experience; I can do that on my own time. That said, I recently had a bad experience… In a nut shell, I ordered something that I later […]

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The Elements of Engagement

Over the years I have developed and fine-tuned a core integrated approach to marketing consumer goods. It may seem obvious to many, but all too often companies miss steps along the way and opportunities are lost. My engagement approach consists of four elements: Static / Interactive / Dynamic / Synergic (yes, it’s a word). Static […]

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The Lance Effect – Part 2

As a follow-up to my last post, I wanted to give my perspective on the legacy of Armstrong, and how it impacts the industry moving forward. Sitting in on several marketing brainstorms linked to cycling-related brands and events, one theme that often arises is: “We need a Lance Armstrong.” The impact he had on cycling’s […]

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The Lance Effect – Part 1

I suppose it’s my turn to chime in on the Lance Armstrong debacle. As I have worked in the bike industry for the last six years, friends and family are always asking me: “So what’s your take on the whole Lance thing?” My position is, and has always been, the following: Do I think Lance […]

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From “Free” to “Fee”

How one little “r” is making (yet costing) companies money. It’s funny how one little letter can turn something a full 180 degrees. What was once FREE now only comes by way of FEE. If you are like me, you cringe at the mere mention of the word “fee.” To me the consumer, it’s a company […]

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Marketed “Value”

I was at the store recently to buy deodorant. Found my brand, and oh looky- a VALUE PACK of two sticks bound together with plastic wrap. Before I grab and throw in the basket, let’s take a closer look and see exactly what my savings are… At first glance, a price comparison via some clever math […]

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Patriotism? Or strictly business?

I understand the recent uproar over the U.S. Olympic team uniforms being made in China as seen as unpatriotic, and political leaders blasting the USOC for “outsourcing” during a time of domestic turmoil in the employment rates. But people need to let go of their naive “it’s all about the purity of sport” & “Go […]

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