Local is the New Black

Every year the fashion magazines proclaim that “X” is the new black. For 2011, the mavens proclaim the color “frost” is the new black. Cheetah is the new black. Gray hair is the new black. Now marketers of all types are discovering local marketing, and it’s the hot...

Customer Segmentation: Why?

So why DO we put time and energy into segmenting our customers? I can think of three great reasons: 1. We want to identify customers with the highest propensity and potential to buy more of all the goods and services we offer. By looking at past behavior with us, we...

Where you compete trumps how you compete (Part 1)

Yes, it is counter-intuitive but it is a fact that has been celebrated for hundreds of years from experts on warfare such as Sun Tzu and Carl von Clausewitz to modern day marketers. Depending on who’s counting, the choice of where to compete can drive from 70% (retail...