Price Anchoring and the Ps of Marketing
If you study traditional marketing textbooks, they talk about the “4 Ps of Marketing”, which are Product, Price, Place, and Promotion. More modern texts have updated this to the “7 Ps”, which include Physical evidence, People, and Process. One often overlooked P in marketing is Price, and it’s an area I’ve studied quite a bit […]
The Future is Now: How Brands Can Use AI to Push Creative Boundaries
In the next decade, we’ll undoubtedly see an explosion of creative output materialize in all areas from sneakers, fashion, automotive, construction, etc. With Mid Journey and other AI tools creating concepts in seconds, there’s no question the designers of the world will use these tools to create new products that push the boundaries to the […]
Why There’s Often A Lag with B2B Ads
With B2B ads, there’s often a 3-6 month lag – which doesn’t usually exist with B2C ads. B2C has shorter sales cycles, fewer decision makers, less consideration, often lower price points, much more susceptible to impulse buys, etc. B2B has longer sales cycles, often many decision makers (with different interests and values), much more consideration, […]
Avoid Wasting Money on LinkedIn Ads With this Simple Trick
Be mindful of all the ways ad platforms get you to spend money on hot garbage. If you’re targeting residents of a particular area, why would you want to serve ads to people who were only there as a visitor? Also, if you are diligent about your targeting, then why would you want to show […]
10 Reasons Why Your Company Should Start a Podcast
When I first got into marketing back in 2010, there was a lot of debate whether companies should have a blog or not. Now, it seems podcasts may be the latest version of that debate. Personally, I’m a big fan of company podcasts, for a number of reasons, so if you’re on the fence, I […]
The Fundamental Question in Growth Hacking
How do we deliver that ‘aha!’ moment? This is the fundamental question us growth hackers ask ourselves. No amount of marketing can save a bad product. That’s why it’s super important to get your product to deliver on its promise. For mobile apps and SaaS products, we use data (cohort analysis, engagement metrics, referrals, etc.), […]
How to Influence Consumers
Philosophical question – where does want or desire come from? For example, why does a person like one brand over another? I think it starts with the 5 Stages of Awareness – Do they know they have a problem, do they know a solution exists, do they know your solution exists, does your solution satisfy […]
Don’t Overlook the Importance of Packaging
One super underrated play for CPG brands is packaging. If you’re sending your customers some uninspired, brown cardboard box without anything thought or care into creating an exciting unboxing experience or “social moment”, then this is a huge oversight. Consumers don’t always behave completely rationally. Personally, I’ve been so impressed with the packaging from watching unboxing […]
When Running Ads, Ensure You Are Targeting These Two Groups
There are two main types of audiences I like to target: 👉 The Decision Makers – the Directors, VPs, C-suite. 👉 The Influencers – the supporting staff under the decision makers who actually experience the pain and may be more actively looking for a solution. These people are the internal champions within an org that […]
4 Categories of Display Ads for Each Stage of the Buyer’s Journey
When running display ads on LinkedIn, Facebook, Twitter, Reddit, etc., I like to start with a small budget (e.g. $20 per day) and test low-friction offers such as Learn More, Read Now, Free Download, etc. This is merely to test the creative & messaging / audience targeting. Essentially, am I targeting the right people with […]