An email I was reading the other day suggested that our discount offers or sale campaigns always need to have a reason why. Whether it is because you gave birth to a child or your email list reached the 10,000th subscriber, you must communicate why you are giving your product away at a discount. However,…
Excerpt taken from Content Rules by Ann Handley— Content is a broad term that refers to anything created and uploaded to a website: the words, images, tools, and other things that reside there. All of the pages of your website, then, are content: the home page, the About Us page, the Frequently Asked Questions (FAQs)…
I was listening to an interview with Barbra Gago, founder, and CEO of Pando, ex-VP of Greenhouse and ex-CMO, and ex–Global Head of Marketing at Miro. The topic was category creation. It’s interesting to know that Greenhouse wanted to shift to a different category “recruitment optimization” from “applicant tracking system (ATS)” but they failed at…
As per the National Retail Federation’s (NRF) Halloween 2021 report, Halloween consumer spending went up to $10.1 billion in 2021 from $2.1 billion in 2020. NRF estimates it would reach $10.6 billion this year. Did that get your attention? What started out in the 1930s revolving around adults hosting parties… got more targeted towards kids…
Corporate brands can make mistakes too—since they are personalities too. They make stupid claims, have outrageous opinions, and interact frankly with their audience. However, when a brand crosses the line, the audience expects it to apologize and make up for that. The question is, should the brand even apologize when it didn’t make any mistake?…
When a potential buyer is considering his options, he looks at two essential criteria: Maximum Benefits: This means, for the amount of money he is going to shell out, what value of benefits is he getting in total? A part of it might be what the competitors provide as well. A part of it might…
The Endowment Effect states that we, as consumers, value products when we feel like we own them. Or at least a part of our life. For example, when buying a piece of software, you might be considering the pros and cons but when you experience the free trial for 7 days, you get to feel…
China’s brands have achieved conversion rates of almost 30 percent by partnering with social influencers and participating in live-stream shopping—an experience combining instant product purchases with audience participation through chats and reaction buttons. This led to a 30 percent conversion rate in social commerce, compared to an average of 3 percent in traditional eCommerce. 10…
30 years ago, American Express had a handful of cards and a market share of 27 percent. That’s when it started to push out a multitude of cards: Senior, Student, Membership Miles, Optima, Optima Rewards Plus Gold, Delta SkyMiles Optima, Optima True Grace, Optima Golf, Purchasing, and Corporate Executive, to name a few. American Express…
Caffeine is one of the most powerful psychostimulants available legally and widely today. About 85 percent of Americans drink caffeine, predominantly in the form of coffee, every day. In Asia and Africa, caffeine is ingested through soda and tea. Even I drink tea thrice daily. We are almost addicted to this. Caffeine is found to…