With a friend, you can talk for hours about health care, recession, housing, taxes and the environment. With all these issues (oh yes, don’t forget the eye of the Tiger fiasco), is it any wonder that we seek more and more information to be more informed; to make better decisions;…
Articles by Fred Kaplowitz
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You know, its hell when you’re sick and when you lose your voice like I did this past week, it’s hell especially if you are a marketer. But how many of us occasionally lose our marketing voice?. Look at companies like Caldor, Montgomery Wards, Woolworth and other big box retailers…
Package goods marketers describe the distribution of free product as a way to get trial – the ability to get new purchases from non users or low users. In our industry we describe the process of getting trial as the distribution of free games. In our business, free games are…
In visiting my clients, I often here the lamentable phrases like, ” our programs are really good, we offer great stuff, but as hard as we try, people just aren’t buying it; its just not selling”. The second lamentable phrase I hear is, “We’re a league based house; we only…
Tomorrow is Thanksgiving. Many of us will be at home with our families basking in the joy of good food, fun and lively conversation intermingled with a healthy dose of football. The warmth of the home and hearth; a day off from the daily routine and, perhaps, even seeing some…
It seems that the new marketing is all about “social marketing”; all about electronic and or digital marketing; and all about reaching people individually. We like this new marketing. It makes our professional lives more precise. We now have measurement. There’s no BS about how well you did on line….
In an never ending search to bring you interesting information about world class companies, I wanted to share the story of REI (Recreational Equipment Inc); a chain of sporing goods stores with over $1.4 billion in annual sales employing over 9500 employees. REI has been ranked in the top 100…
Clara Shih, author of “The Facebook Era,” says social networks are slowly replacing email. I know you’re saying, “Fred, I just figured this email thing out and now you’re saying its dead?” No it’s not dead, but it is being replaced by Facebook and Twitter for “social communications”. Email will…
How much time do you and your staff spend on trying to get everyone to come bowling? After the flier is made, what happens next? Do you speak to everyone who comes into the center? Do you go to businesses in the area and distribute fliers? If you are trying…
THE ZAPPOS PHILOSOPHY Finding the right people is difficult. Keeping them is even more challenging. But, would you pay someone to leave your company? This is exactly what Zappos.com does. Haven’t heard of Zappos? They are an Internet retailer that sells shoes (even bowling shoes). They are known for their…