All Posts By John Carlson

FIVE DISTRIBUTION STRATEGIES FOR MAXIMISING RETURNS.

  Options Expectations Ease of purchase. Innovation Strategy  DISTRIBUTION PHILOSOPHY My philosophy on DISTRIBUTION is simple: The customer, not the marketer, defines the optimum distribution strategy.  Distribution has the potential to add value, and the distribution strategy delivers a competitive advantage.  The best way of developing the optimum distribution strategy is to co-create it with the customer. *** Distribution is a critical issue for most businesses. Some ...

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FIVE STRATEGIES FOR USING PRICE TO MAXIMISE RETURNS

Focus on value. Focus on context. Focus on emotions. Prioritise differentiation. Embrace psychology.   Price is one of the most important issues in marketing. It has a direct impact on short-term, medium-term, and long-term profitability. Arguably, price is also the most misunderstood of the four 'Ps' of marketing. Price is rarely approached strategically, and even when approached strategically, price rarely draws ...

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FIVE STRATEGIES FOR DELIVERING A CUSTOMER EXPERIENCE THAT DRIVES PERFORMANCE.

Certainty and simplicity. Artificial serendipity. Partner in life. Personalisation Delivery There is much talk these days about customer experience or 'CX.' But what is customer experience - does it differ from customer service - and how important is it? I will try answer these two critical questions and highlight five trends in CX that will help most businesses drive sales and ...

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FIVE STRATEGIES FOR ELIMINATING WASTE IN MARKETING.

  Target the smallest possible market. Establish a brand community. Eliminate direct competition. Develop the optimum product. Focus on lifetime value.    In the late 1800s – businessman- John Wanamaker famously said - 'Half the money I spend on advertising is wasted; the trouble is I don't know which half.' There are four things you should know about this observation:It is as valid ...

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FIVE STRATEGIES FOR BRICKS AND MORTAR PROSPERITY IN A DIGITAL WORLD – AND THE LESSONS FOR OTHER BUSINESSES

Customer lifetime value. Customer experience. Omnichannel retailing. Targeting Shopping local. Bricks and mortar retailing has had its barriers to profitability over recent years. This is reflected in growing shopfront vacancies in the centre of cities and towns throughout Australia and the world. In 2021, the Sydney Morning Herald reported that CBD retail vacancy rates had risen 12.9% as a result of COVID ...

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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