Church of the Customer’s Ben McConnell uses the airlines’ current troubles as a springboard to discuss membership fees — would instituting a membership fee (like Costco, etc) in frequent-flyer programs generate real loyalty? Research in the 1990s by Alan S. Dick in the Journal of Product and Brand Management might indicate yes. In conducting computerized […]
Over at the Sales and Marketing Loudmouth Blog, Tim Rohrer has a very interesting take on the role of local marketing. He summarizes his premise this way: Remember, to advertise effectively at the local level, find out how consumers are behaving and then fashion your message to take advantage of their direction and momentum. I […]
Nearly fifty years ago, social psychologist Howard Leventhal conducted experiments in which he tried to convince Yale University seniors to get a tetanus shot. Leventhal initially divided the seniors into several groups, and gave each group different versions of a seven-page booklet on the disease and its effects. According to Malcom Gladwell in his […]
In Influence, the Science of Persuasion, Robert Cialdini cites experiments demonstrating that people are more likely to comply with your request if you give a reason. The reason doesn’t even have to make much sense. Copywriting instructors have incorporated the “Reason Why” technique into their lessons. Mr. Toskana’s obviously been studying up on this stuff […]