WestJet, the Canadian airline, is spreading the magic of Christmas further with a campaign whose video has gone viral around the globe. This is the second year that WestJet has used a Christmas video to connect and interact with customers on a personal level. This year WestJet is not only offering the emotional and memorable Christmas video […]
How great experiences lead to dedicated customers and long-term profits
In today’s economy “experience and human connection trump price and features” even when consumers have more options than ever. While online and mobile technologies offer consumers nearly whatever they want, whenever they want it, they increasingly value great experiences and the ability to connect with other people. Starbucks, Uber and Apple are examples of how […]
Is the store the forgotten marketing medium?
Although over the past five years or so most marketing focus has been on two areas – mobile and social – when launching a new product we all ask ourselves ‘what is the best medium to get our message out about that new product?’ This was discussed in a CPGmatters article, which points out that […]
Death of the Salesman – Deepening the conversation
An updated edition of Death of the Salesman has been launched in the UK. Sponsored by CPM International, the book expands on the original version and takes a more in-depth look at the UK and European markets, challenging the way in which many businesses approach their sales function. The new book includes a companion website, […]
Free sample and free friends
Did someone say free chocolate? That’s right, the Swiss-based chocolate company, Milka, created an engaging campaign “Dare To Be Tender” which compelled people to think collaboratively and interact with one another just to get a free chocolate. A vending machine was placed in a public space in Argentina filled with chocolate bars, yet the machine […]
New metrics to measure in-store marketing activities effectiveness
Often the decision making process of shoppers does not occur until they actually see a product in the store. In fact, the in-store decision rate has climbed from 70% in 1995 to 76% in 2012. As a result, the way a product is displayed in a store and is supported by in-store activities can […]
