Creating a Channel Ecosystem

Creating a Channel Ecosystem Channel marketing is most commonly thought of in the high tech realm of selling through resellers and integrators or in the consumer marketplace as selling through retailers. But channel marketing in the wider economy is really any sales approach that is not directly from the manufacturer to the retailer or customer.…

So Why Do We Buy Stuff?

So Why Do We Buy Stuff? As marketing people, we spend a good deal of our time trying to find the most appealing way to describe our value proposition. We develop strategies and tactics to exploit what we see as opportunities in the marketplace. We hone our messages to resonate with our customers and prospects.…

Puppies, Kittens, and Kids

Puppies, Kittens, and Kids: Marketing to the Emotions It is a truism in consumer marketing and advertising that putting puppies, kittens, or kids in an ad or on a product evokes an “aw” response. They automatically get attention. (Where would the Super Bowl ads be without at least one commercial with a dog in it?)…

Marketing a Commodity

Marketing a Commodity If you think about it, most of the products in the marketplace are commodities, products which are pretty much like all the other products in that market space. That means, of course, that most marketing people have the unenviable job of differentiating where there is, in fact, very little difference. Marketing a…

Marketing Arrogance vs. Customer Opinion

Marketing Arrogance vs. Customer Opinion My favorite example of marketing arrogance comes from General Motors. A number of years ago, GM introduced a totally redesigned model sedan. Personally, I thought it was exceptionally ugly; it reminded me of a hearse. And, apparently, I was not alone in that opinion. It was a dismal failure in…

Creating Demand

Creating Demand Lately, I’ve been mulling over the introduction of new products and creating demand in the consumer vs. business to business marketplaces.  The differences, at the core, are stark.  In the consumer marketplace, demand is created based on psychology.  A sense of need is developed.  Are you the last person to have the latest,…