Is your advertising sufficiently different? Is it helping you stand out, or is it just blending into the drone/clutter of marketing messages surrounding consumers in your town.
Here’s one test you can try to find out, suggested by the bloodthirstily-titled marketing book, Do It! Marketing: 77 Instant-Action Ideas To Boost Sales, Maximize Profits and Crush Your Competition by David Newman.
I'm currently reading "Do It! Marketing: 77 Instant-Action Ideas To Boost Sales, Maximize Profits and Crush Your Competition".
Here's one intriguing project from the book -- one author David Newman calls a "million-dollar idea".
Came across a nice parable while reading Michael Port's Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling. Review coming soon in the pages of INSTORE. Anyway, here goes:
There are many different definitions of merchandising. Some are broad, others narrow.
Here's mine: Merchandising is the art of selecting the right products for your store and its customers, and also the science of presenting and marketing those products in a manner most likely to help them sell.
It's a combination of things that are at the very heart of your business existence — buying smart, selling faster. And being able to repeat that process again and again, season after season, year after year.
I was really frustrated recently with my ice cube trays. Half of one tray was filled with stubborn ice cubes that simply would not disengage from their slots. I kept refilling the trays around the stuck ice cubes, but this seemed a terrific waste of resources, causing my overall ice-cube yield to come in 25% less than it should. Finally, determined to solve the problem, I pulled the tray out of the refrigerator and began banging it on the kitchen counter. Nothing. Banged sideways. Banged upside down. I even pulled out a steak knife and considered using that to pry the cubes out, but that seemed unwise.