How to build your website supplement sales funnel
See this video to learn about the elements, flow, and metrics for a good website supplement sales funnel. Click here to download the spreadsheet for this post.
How Facebook’s Reactions Is a Huge Step Forward in Marketing
Here's why I think Facebook's Reactions is so impactful. Marketing is ultimately about the marketer having an emotional impact on the customer, or buyer. We humans purchase and make decisions based on emotions much more than on logic. The ability for subscribers to now categorize a Facebook post by emotion let's Facebook know more about [...]
Why am I not getting online sales?
I get this question fairly consistently. And it could be any of a number of issues. But the biggest ones I see come down to the following areas: Product Have you created a "WOW" product that is easily differentiated from the competition that causes customers to make repeat purchases and tell their friends about? Products [...]
How can I thrive in online marketing in textile / fabric?
This is a Quora question I was asked. Here is my answer. Since I do not know who your customer is, I will give you a more general answer that may help you regardless if you sell products to other manufacturers, wholesale for retail sale, direct-to-consumer, or all of the above. I would search for [...]
Do I spend the $50,000 on this TV commercial or not? Analyzing a TV commercial opportunity with simple metrics
This is a question from a business acquaintance: I've been approached by a network and their TV show about featuring our line in a commercial as part of an episode. The rub is that they want a $50k "scheduling fee" from us in order to do the segment. This would be a big bet for [...]
What are the biggest mistakes in CPG package design? How do you avoid them?
I was asked this question on CPG package design on Quora. My response is below. I think the biggest mistake is not grabbing consumer's attention. There are so many products on shelf that it's easy to get lost and not get any attention. This is especially the case if there is limited or no out-of-store marketing to [...]
The importance of packaging for a CPG product
The importance of packaging for a CPG product is significant. Here's why: A study done by Proctor and Gamble 25 years ago indicated that consumers pushing a shopping cart down the aisle of a supermarket look at packaging for 1/6th of a second before they decide to stop and look. According to the Food Marketing [...]
The two biggest hurdles for successful marketing
I recently worked on a direct marketing campaign with mediocre results. I saw a 7.5% response, which in direct marketing would be considered very successful, but I was hoping for something north of 20%, considering the free offer provided. I don't have any historical data indicating that I should have gotten 20%; it's just the number I [...]
When old is new in marketing
Marketing is constantly evolving with new channels and vehicles to reach consumers. Technology is pretty much driving and ensuring that. But sometimes, what's old and that which no one seemingly pays attention to works the best. I've been working with a company over the last few years that operates in a pretty crowded and competitive [...]
How to supercharge growth in a CPG or consumer product start-up
For this post, I will be discussing a not-so-well known way to supercharge growth in a CPG or consumer product startup, which I had the opportunity to use in a few different start-ups with great success. Which set of results would you rather have? Exhibit B is looking a heck of a lot better, isn't [...]