Jewelry Ad Uses Relevance Marketing for Brilliant Differentiation

August 3, 2010

I’ve admired for years the advertising of the Milwaukee area jeweler, Kessler’s Fine Diamonds. The owner Richard Kessler performs in his own radio ads, and in his own way he’s as good as Lee Iacocca was at Chrysler. Where as most jewelry advertising emphasizes low prices and uses the word quality as a cliche, Kessler’s [...]

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Relevance and the Spur of the Moment Add-on Purchase

May 10, 2010

In most cases there are profit opportunities you can add to any purchase a customer makes. You can enhance this success and even create new add-on possibilities using Relevance Marketing. B-2-C Add-on Purchases I picked up an amazing fact at the NARMS Conference a couple of weeks ago: 20% of Grocery Store Purchases are Responses [...]

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The Two Faces of Facebook

April 28, 2010

Is Facebook two different sides of the same coin, or is it two different entities evolving within the same website? I see it as two sites existing in one framework and domain name. It is defined by two different user types: • The Facebook-Generation – those who discovered Facebook while in school, be it college [...]

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What B-2-B Can Learn From Wal-Mart Marketing

April 23, 2010

Notice, I will talk about what B-2-B can learn from Mal-Mart Marketing, not just from the company Wal-Mart. There is a difference in this case. Earlier this week I attended the NARMS Conference in Tampa. NARMS stands for the National Association for Retail Marketing Services, and they are to be congratulated for stating what their [...]

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The Customer is Always Right But Not Always

April 8, 2010

If you are looking for powerful reasons for a prospect to buy, ask those who have already bought from you. I’ve been pondering the need for companies to interview their satisfied (and not so satisfied) customers. I say interview instead of visit or make a sales call. Relevance Marketing can find loads of ammunition to [...]

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The 1st 7 Seconds Rule for Newspaper Ads

March 24, 2010

Newspaper ads can be a gamble for small businesses because of the expense. General consensus is that you need an ongoing budget for news ads, because you must advertise on some sort of regular basis to build and fuel consumer awareness. This is for the most part true, and the larger the ad (that is, [...]

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The 1st 7 Seconds Rule for an Elevator Pitch

March 12, 2010

Like many other marketing techniques that have been around for a while, the elevator pitch idea has become stale. By stale I mean that prospects are aware of these phrases and are tired of the obvious usage. Stating “Value-Add” was effective but is now cliche Asking, “Please tell me about your business,” worked but is [...]

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The 1st 7 Seconds Rule for PowerPoint Presentations

March 3, 2010

As I prepared to speak at last Friday’s Wisconsin Business Owners Network Meeting, I thought about the tons of advice I’d read over the years on how to give a PowerPoint Presentation. I threw away most of those rules and went with the Principles of Relevance Marketing to catch my audience’s attention right away, and [...]

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The 1st 7 Seconds Rule for a TV Commercial

February 25, 2010

For attention gaining purposes, television commercials are very similar to radio ads. If you exclude the obvious visual impact, which we’ll discuss soon, capturing a viewer’s attention and a listener’s attention are virtually the same. Perhaps I should have made this a Part 1 and Part 2 for Broadcasting rather than distinguish between radio and [...]

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The 1st 7 Seconds Rule for a Radio Ad

February 23, 2010

The nature of radio is that almost all of the listeners will not give you their full attention, even if your ad is brilliant. Few people sit and just listen to the radio – that went by the wayside with the advent of television. People turn the radio on while driving, while doing housework, while [...]

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