How to grab attention in a busy world? Pay attention to what the world is focused on and share your ideas where they are likely to be found.
Judy Cortstjens has a book to sell about how only 5 per cent of people who diet achieve success. I know nothing about it and you are welcome to investigate here if you are interested.
How did I hear about it? Because she wrote a letter to the FT on a subject that I am interested in: how shoppers respond to promotions. Her thoughts however were in response to a John Kay article about an important idea: how competition actually works against consumers by encouraging misleading price offers.
What Ms Cortstjens, who used to help advertise packaged goods, noted was:
"I buy cherry tomatoes, family bottles of Diet Coke and seedless grapes every week, yet I have little idea of their prices per kilo or per litre. It is also beyond me to compare these prices across my regular stores.
"Fortunately, in my case, this matters little as I have preternaturally good luck in finding these items on sale at half price."
A brief lesson in how shopper marketing works. And a brief lesson in how telling a story well can draw attention to your business.
John Kay's original article is well worth looking up too - it is called Sometimes a spot of collusion can be a very good thing. He argues that sometimes price wars mean companies can no longer compete "honestly". Local retailers will understand the sense of this. But work on your marketing to local shoppers first.
for more, see www.betterretailing.com.
How
Judy Cortstjens has a book to sell about how only 5 per cent of people who diet achieve success. I know nothing about it and you are welcome to investigate here if you are interested.
How did I hear about it? Because she wrote a letter to the FT on a subject that I am interested in: how shoppers respond to promotions. Her thoughts however were in response to a John Kay article about an important idea: how competition actually works against consumers by encouraging misleading price offers.
What Ms Cortstjens, who used to help advertise packaged goods, noted was:
"I buy cherry tomatoes, family bottles of Diet Coke and seedless grapes every week, yet I have little idea of their prices per kilo or per litre. It is also beyond me to compare these prices across my regular stores.
"Fortunately, in my case, this matters little as I have preternaturally good luck in finding these items on sale at half price."
A brief lesson in how shopper marketing works. And a brief lesson in how telling a story well can draw attention to your business.
John Kay's original article is well worth looking up too - it is called Sometimes a spot of collusion can be a very good thing. He argues that sometimes price wars mean companies can no longer compete "honestly". Local retailers will understand the sense of this. But work on your marketing to local shoppers first.
for more, see www.betterretailing.com.
How
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