Value = (benefits – costs) This equation is the most fundamental conscious or subconscious calculation made by a customer when comparing products, or purchasing goods and services. For a couple of reasons, it also presents a real challenge for marketers: A, Benefits...
Publishers have a love/hate relationship with large digital platforms such as Google, Twitter and Facebook. While publishers love that these platforms provide audience and traffic, they also hate that the platforms reap financial rewards against content they haven’t...
Changing a customer’s worldview is hard, expensive, and may even be impossible. When looking at the problem there are other solutions you should consider. In 2007 Lion Nation managed to turn a negative worldview issue into a positive for their brand Steinlager Pure. A...
I have previously written how Keurig and Nespresso have been innovative in the development of home coffee machines, building on customer insight and building an annuity revenue stream. And while they are appealing to different customer groups there are a number of...
In a previous post I mentioned that there was a significant benefit of One to One Communications – that is if you use it properly and add value to the customer. In that post I praised Vodafone for their direct comms and keeping me as a customer and increasing...
This is an interesting story in managing customer feedback on social networks, while this approached worked for Molten’s I certainly don’t recommend it. Background of the story A group of diners ate at Mt Eden’s Molten Restaurant and were disappointed with the...
