Once, I was asked to participate in writing a congratulatory message, which one person was supposed to deliver through outdoor advertising, as someone considered “creative.” It’s worth noting right away that I can hardly be called “creative.” I’m not an artist; inspiration and insights aren’t really my thing. What I Continue Reading
Milk in 900 grams
In supermarkets in Ukraine, a new trick has emerged. Instead of the usual 1 liter of milk, for example, they are packing 900 grams of milk or 875 ml into a container that is typically expected to hold 1 liter. The actual volume is printed in small font and in Continue Reading
On the Effectiveness of Exhibitions and Conferences
This post is at the request to talk about leads. Exhibitions and conferences are ineffective. The time and money that a company spends on participating in exhibitions and conferences are wasted and do not serve the purpose of attracting clients. Let’s imagine an exhibition for “puzlo-muzlo” is being organized. We Continue Reading
Public nature and sales
Erich Fromm He wrote in his books about what he called the “social character.” Essentially, this refers to a set of values and behavioral norms that are characteristic of society rather than the individual, yet they have a strong, if not critically strong, influence on that individual’s actions. According to Continue Reading
Notice me!
Banks are placing ATMs on every corner and doing everything to make these machines noticeable and draw attention. The same goes for payment terminals, by the way. If you want your ATMs or terminals to be visible, make them useful. Why do banks have the sense to play some animations Continue Reading
The beggars at the church steps.
Let’s imagine a classic example of a perfectly competitive market: the supply is standardized, there are no barriers to entering or exiting the market, demand is stable, and there is virtually an infinite number of suppliers. A typical example of such a market is a line of beggars sitting in Continue Reading
New marketing
Note that the title of this post is quite clichéd, and that’s exactly what we’ll be discussing. When marketers talk about the life cycle of a product, they begin to discuss innovators, conservatives, followers, and the early and late majority. All of this reasoning essentially acknowledges that for most consumers, Continue Reading
Cargo cult in loyalty programs
—.Oh, my dear, look at that! What a lovely company Walmart is!— And why is everything fine with them?“Oh, I see they are giving out cards to their customers.”— So let’s do the same! But this doesn’t yield any results. A discount card offering 1, 2, or 3 percent doesn’t Continue Reading
Share resources.
Imagine that you are selling something that you simply cannot sell or produce in large quantities. This something becomes like gold for you, as you don’t even reach the point where economies of scale kick in. What should you do in such cases? Produce something else that doesn’t contradict your Continue Reading
A fish rots from the head down.
When I see that clients in a company are treated in a way that makes them uncomfortable, I immediately understand that this is not just a problem of a specific manager, but a problem of the entire company, starting from the top, and that this company has no future. It’s Continue Reading