The Pharma industry is waking up to the idea that emotional DTC advertising works. That is, when the emotional hook is well connected to the rational benefits of the brand. These ads will be noticed and are most likely to drive discussion with a doctor, which will result in a script. For example, recent Chantix […]
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Limited Customer Demand Is the Leading Reason for Business Failure
In general, small businesses are very optimistic about the products or services that they sell. The business opens its doors assuming strong customer demand. But how do you know if there is strong customer demand? If you are wrong, you have a big problem. Fundera reported that 42% of small businesses fail because there is […]
Restaurant Marketing During Covid
It never was easy to run a restaurant. In 2019 the failure rate for new restaurants was around 60% and a vast majority would fail within 5 years. Crazy business to be in, huh? Enter Covid. You take a serious small business problem and put it on steroids. For months, many restaurants could not even […]
Evolving Online Shopping Behavior Leads to Increased Opportunities
The trend toward shopping online will continue and accelerate this year, as consumers look to stay safe. This evolving shopping behavior will dramatically affect the potential for companies in the coming year. According to an Accenture survey, 61% of consumers plan to minimize in-store shopping to reduce health risks. The holidays will not be bright for […]
A Small Business Can Distinguish Itself From Major Competitors
You may wonder how a small business can distinguish itself from major competitors? They act like PT Boats. While big companies duke it out among themselves, smaller companies can attack and take share. But not if they try to compete head on. For example, Wal-mart is taking on Amazon Prime with its own delivery subscription […]
Ground Breaking Insights that Lead to Marketing Success
A long time ago I lived in Burlington, Vermont. Where Ben & Jerry started their small business in a converted gas station. They completed a correspondence course on how to make the ice cream and had the genius idea to make theirs even more fatty than competitors. In time they would go on to take […]