Sometimes going direct to your final customers can be very difficult, especially if you are looking to establish your product as the industry standard. Persuading all those different customers to accept your product becomes impossible because they would all have to agree at the same time-and each one (not unnaturally) is likely to say that [...]
This approach only works with well-known, iconic products. Segnala presso:
Salad cream is a traditional British salad dressing, having a favor and texture somewhere between vinaigrette and mayonnaise. For almost 100 years it has been the salad dressing of choice in Britain, but during the latter part of the twentieth century it began to be replaced by mayonnaise. In 2000, H. J. Heinz announced that [...]
It’s a truism that we don’t know what we’ve got until it’s gone. Sometimes a product becomes so familiar that we become blasé about it-and sometimes sales fall as a result. This often happens with products that we remember from our childhood, the traditional homely products that we don’t buy anymore but would hate to [...]
Make the gift worth while. Real money will always attract more attention than yet another ballpoint pen. Segnala presso:
One of the earliest mailshot promotions, in the 1920s, was for American insurance giant Metropolitan Life. The company sent out a mailing promoting retirement plans, and glued a genuine one-cent piece to the letter. The weight of the one-cent piece made the balance of the envelope feel strange, encouraging people to open it: the letter [...]
