James Obermayer came up with the Rule of 45, which says that 45% of your prospects will eventually buy. If not from you, then they will buy from a competitor. The time it takes to convert initial interest into a sale varies widely depending on what you sell and who you sell it to. There is one constant though, you…
Taken from the article, Underdogs: How our Weaknesses can Become our Strengths, by Michael J. Pallerino, in TGI’s May/June issue of Marketing Hour. 1. Nothing is impossible: David found that weak point in Goliath’s armor, which allowed him to triumph in the battle. You must find the proper approach, and/or bide your time for the right opportunity to take action.…
Since the 1960s, marketers have been focused on carving out a piece of the 76 million strong baby boomer spending pie. But a bigger pie is now ready for slicing. There are more than 80 million millennials today and their collective spending power is expected to top $10 trillion over their lifetimes. Companies like Chipotle, Old Navy, Trader Joe’s, and…
Article from the March/April Issue of Marketing Hour, Brand Police: Why your brand should be your first line of defense By: Charlie Lunan After the research and development phase of your brand, it is time to monitor your brand and if necessary, enforce legal action. A comprehensive brand protection strategy can and should be driven by marketers in close coordination…