Avocado dog food

Everytime you add new product you have to position it. Positioning is the story you tell the customer about why they want it and what it will do for them. The first and most important question is “What is it good for?” That isn’t a simple question—consider the avocado. In the 70’s, when avocado growers were […]

Finding Meaningful Sales Attribution

Pre-internet, everyone talked about being top of mind. Ads made you top of mind with the customer, and no one knew how to attribute it to ad spend. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922) Attribution is a mysterious thing. You have […]

Matte Paper

  Hallelujah! A creative director called me and said that the matte paper they’ve been using isn’t showing off the product…darker items look like ink blobs. I smiled from ear to ear. While still smiling, I replied that the catalogs from the prior year were printed on a coated (glossy) stock. The team could quickly […]

Peanut Names

Here’s a direct marketing tip that is so wonderful you just have to laugh. I was at the NEMOA conference talking with a group about the dustup Bill LaPierre is having with the co-ops when Todd Smith, president of Whitley’s Peanuts, said “I have a co-op success story. We told the co-ops to get us a […]