For most Americans, the golden years mean something far different than it did for their parents. As a creative director of a graphic design agency that partners with Fortune 100 healthcare companies, I focus on the question: How do we now market in a way that is relevant to seniors who want to…Continue reading "Not Your Grandfather’s Senior Citizen: Three Ways Marketing to Seniors Has Changed"
Archive for the ‘Segmentation and Targeting’ Category
Thursday, August 1, 2013
Monday, May 6, 2013
When women’s ears perk up, as they did following the publication of Sheryl Sandberg’s book, Lean In, my company pays attention. For the last 25 years, our marketing research consulting firm has been studying women. This spring, we decided to apply our research to the polarizing reaction to…Continue reading "Why ‘Lean In’ by Sheryl Sandberg Is Causing Many Women to Lean Back"
Thursday, September 27, 2012
What if people were willing to pay you for the privilege of receiving your marketing materials?
A while back, I spoke with Laura Fitton about the idea of “useful” marketing, and we thought that, if you could actually get people to pay you for your marketing, that that would be a leading indicato…Continue reading "Who Does Your Marketing Serve?"
Tuesday, September 4, 2012
The Internet has forever changed the shopping behaviors of consumers. They are investigating products and services like never before.
While many consumers are buying online, the majority who begin searching and researching products online end up making purchases in stores. According to industry f…Continue reading "Three Types of Local Websites (What’s the Best One for Your Brand?)"
Thursday, March 22, 2012
If you’re a marketer who also is the leader of a small business, you’ll enjoy this interview with technology evangelist Ramon Ray. In addition to being an expert about using technology strategically to grow small businesses, Ramon is a journalist, event producer, speaker, and the author and editor…Continue reading "Don’t Believe These Three Small-Business Marketing Technology Myths"
Tuesday, October 25, 2011
Marketers have long developed strategies and tactics to turn young children into brand-conscious consumers. Exposed to TV and radio from a young age as well as new digital platforms, kids are fair game for marketers who seek to make brand devotees out of the most susceptible demographics.
Accordi…Continue reading "New Study: Brands Want Your Babies"
Friday, October 21, 2011
School is back in session. So, how about a little review? No quiz, I promise … It’s about your buyers, though. How well do you know them?
Do you know your buyer?
Creating buyer personas isn’t just a way to fill up a meeting block. And actually executing on them is even better. Take the exa…Continue reading "Know Your Buyer: Two Marketing Case Studies"
Thursday, March 31, 2011
Your site has hordes of visitors every day clamoring to check out the vintage comics you sell. But what do you know about your visitors? Are they die-hard fans of specific series? Older folks caught in childhood nostalgia? Rather than make assumptions, create personas of your users.
A persona …Continue reading "10 Questions to Ask When Creating a Persona"