Monthly Archives: June 2015

Are You Focused on the Wrong Things?

Posted on June 30, 2015 by Mitch Gooze

A recent article in Advertising Age touted how CMOs should go about making sure their companies are “customer-obsessed.” Sounded good to me. Early on the author posited this question: “Marketers are predisposed to think about the market first. So why … Continue reading →

Posted in Marketing | Tagged , | Leave a comment

B2Me Has Finally Arrived

Posted on June 25, 2015 by Mitch Gooze

Ever since Peppers and Rogers postulated The One to One Future, marketers have tried to find cost-effective ways to deliver on the promise. I think it surprises many at how long it has taken while still not being pervasive. And … Continue reading →

Posted in Marketing, promotion | Tagged , , , | Leave a comment

What’s Really Wrong With McDonald’s

Posted on June 23, 2015 by Mitch Gooze

Much is being written about the so-called McDonald’s turnaround (the current one). Pundits chime in regularly as to what they need to do. Much is being made of “menu creep.” The belief is the menu has grown to the point where … Continue reading →

Posted in customer service, management, retail | Tagged , , , | Leave a comment

If At First You Don’t Succeed…

Posted on June 18, 2015 by Mitch Gooze

…Try, try again. But doing the same thing over and over and expecting a different result is the definition of insanity. So, if you are going to try, try again, at least try something different. Which brings me to Pepsi. … Continue reading →

Posted in product introduction | Tagged , , , | 1 Comment

Packaging Matters

Posted on June 16, 2015 by Mitch Gooze

There are many examples of primary packaging costs that exceed the cost of their content. In my book, The Secret To Selling More, I noted that AriZona Tea’s cans cost more than the content of the can. Coke developed plastic … Continue reading →

Posted in What | Tagged , , , , | Leave a comment

Should the CFO Run Marketing?

Posted on June 11, 2015 by Mitch Gooze

Since Twitter put their CFO in charge of marketing this has been a hot topic. Some said it made sense, others said no way. Part of the issue is “what is marketing?” In a post last week, I noted this is … Continue reading →

Posted in Marketing | Tagged , , , | Leave a comment

Why Promote What You Can’t Deliver?

Posted on June 9, 2015 by Mitch Gooze

Seems a valid question, and yet I see examples of it all the time. Maybe the people who are being pushed to promote something are unaware it’s not really available. Maybe what they are promoting is highly profitable, but if … Continue reading →

Posted in customer satisfaction | Tagged , , , | 2 Comments

How Does This Happen? What Is Marketing?

Posted on June 4, 2015 by Mitch Gooze

I keep being amazed at what CEOs of large companies get conned into by their so-called “marketing departments.” (Well and smaller companies too for that matter.) There is a big “to do” going on over the fact that Twitter has … Continue reading →

Posted in Marketing | Tagged , , , | Leave a comment

How Long Can This Business Model Last?

Posted on June 2, 2015 by Mitch Gooze

I am not an avid Uber user, but I do use them from time to time and find the service quite good. The fact that it is less expensive than a taxi (usually) is an added benefit, until you stop … Continue reading →

Posted in strategy | Tagged , , | 1 Comment