Marketers must satisfy the deep-seated motives of their customers, especially though these customers have not yet verbalized. This is how we create deeply resonant value propositions and messaging. To illustrate, let's sell a chocolate chip cookie.
In a world of endless choice, the pressure to find the "perfect" gift can be overwhelming. When you're searching for a piece of jewelry—something meaningful and lasting—you want to get it right. But what does "getting it right" really mean? Does it mean scouring every corner of the internet for the absolute best deal on the planet?
What if we told you the smartest shoppers don't do that? They do something else entirely.
It’s a story we’re seeing more and more in ecommerce: a once-thriving online business begins to falter. Sales, once a roaring fire, dwindle to a flicker. This was precisely the situation for a client of ours, the owner of a chic ladies' apparel store. Her online sales, initially the cornerstone of her success, were in a steady, perplexing decline. She called me in to uncover the mystery. How could a business that started so strong now be on a downward spiral?
As a Shopify store owner, you wear a lot of hats. You’re a product developer, a customer service pro, a shipping expert, and, of course, a marketer. It's in that last role that one of the most stressful questions arises: "How much should I actually be spending on ads?"
Marketers can move beyond generic messaging and craft highly resonant, emotionally intelligent campaigns by meticulously deconstructing the customer’s journey through episodic reconstruction. Here's how.
When Japanese car manufacturers first entered the United States market, they employed a strategic pricing approach, contrasting sharply with the "cost-plus" method prevalent among American competitors. Instead of calculating production costs and adding a profit margin, the Japanese determined their prices based on specific feature sets for various price points, such as $5,000, $10,000, or $15,000 cars. This allowed them to offer compelling value propositions at established market price points, while American manufacturers would essentially take their costs and then add a desired profit percentage to arrive at their selling price. Strategic Pricing won immense market share for the Japanese auto manufacturers.
Summer is here, and for ecommerce retailers, it’s the perfect time to heat up your sales, attract new customers, and keep your loyal fans engaged. Whether you’re a seasoned online seller or just starting out, creative summer promotions can make a huge difference in your bottom line. Ready to make this your best summer ever? Here’s the ultimate mega list of summer promotion ideas to inspire your next campaign!
Forget the flashy tech startups or digital-only products for a moment. Some of the most talked-about brands today are rooted in the ordinary – think a local eatery, not a Silicon Valley unicorn. The secret to building a memorable, beloved brand isn’t always about what you sell, but who you show.
Building on our previous article, let’s see how a marketing campaign could be created under the category of Emotional Value and Milestones. For this example, we will target student graduation season in late June. The product we will be featuring is a diamond pendant necklace.
Jewelry has adorned bodies for thousands of years. Each piece tells a story from the simplest silver band to the most dazzling diamond. But what are the motives behind the stories women are telling when they wear jewelry? The reasons are as varied and unique as the women themselves. Here are some of the motivations behind this timeless tradition.