It started last weekend, when small signs at Burgerville outlets notified customers that the chain was temporarily taking Gardenburgers off the menu. The story picked up steam when Burgerville placed a huge order with a small local meatless-patty manufacturer. Now, it’s exploded into public view as grocery giant Fred Meyer announces that it has pulled […]
If your business is a brokerage, where it’s up to another company to actually perform once you put the deal together — or if you’ve ever just referred a friend somewhere and regretted it afterwards — you’ll sympathize with Amazon.com. Their “Marketplace” is essentially one big brokerage/referral program — “We don’t have the item you’re […]
Courtesy of Roy Williams, The Wizard of Ads. Rather than just taking a set industry percentage or range, this method requires some actual thought, and some research on your part. Here’s the basic point of view: The purpose of advertising is to increase the exposure of a business beyond what’s provided by its physical location. […]
Suzanne Obermire of RRW Consulting has a thoughtful post on the struggle to establish good boundaries in direct marketing. The issue in question is mobile marketing — delivering advertising to cell phones and other mobile devices. When I take off my direct marketing hat and think about mobile marketing from a consumers’ perspective, it can […]