The Fixer-Upper Concept

Writing a winning concept can be tough. When you read a good concept, it is easy to say “I could have written that,” but trust me, I’ve worked with many teams over the years and creating a simple, single-minded communication is not an easy task. Interestingly, I just read Malcolm Gladwell’s book, Outliers. In his book, he highlights that 10,000 …

Do Concept Heat Maps Help?

I can’t tell you how many vendors try to sell the new “best” way to test a concept.  It seems like everyone has a proprietary approach they often tout as the “next best thing since sliced bread.”  Regardless of your vendor, you likely want to know one or all of the following answers: relative appeal, perceived value/expensiveness, purchase intent, relevance, …

F.O.C.U.S. I.T. for Great ACBs

The ACB communicates the unmet need or frustration that your target consumer feels. It provides a fundamental context for the entire concept. Get it wrong and the concept becomes confusing and irrelevant. Get it right and the concept will flow forward effortlessly. Of course, this forward flow also assumes that your benefit and reason to believe (RTB) provide the solution …

Nurture a Concept to Success

If we only had a crystal ball, it would be a lot easier to develop winning concepts.  We’d simply just take a peak and voilà, a great idea would appear.  Unfortunately, many marketers and market researchers try to use their concept test as a crystal ball to be predictive of appeal and success.  The test becomes the gate for a …

Rethink Your Business Positioning

While I have never owned a jewelry store, I have certainly shopped in them.  What always strikes me as odd is how generic the experience is from store to store.   When I go to Nordstrom’s, Macy’s, and Kohl’s, I expect a different sales experience, a different price tag, and different merchandise.  Similarly, a steak from Ruth’s Chris should be somewhat …

“Ideas to Go” Uses TRC Approach

  I recently received the May 2013 addition of the Ideas to Go eNewsletter.  I was thrilled to see that the company completely embraces everything I talk about my book, Marketing Concepts that Win!  I have to say it was also nice to see the article written by my former colleague at Hasbro Toys, Susan Robertson.  Of course, that was …

S.P.R.I.N.G into marketing shape!

So what should “spring” mean for your product or business?  As I thought about the question it occurred to me the “SPRING” is a great acronym for freshening up your business proposition.  Here’s how it works. Selling Idea – First, you need to take a good look at your selling idea and ask yourself a few questions.  Is your primary …

The 5 Major Pitfalls in B2B Concept Development

Most business units are required to respond to competitive pressure by maintaining or increasing market share and enhancing profitability; launching new products or services is often a key strategy behind achieving these market share and profitability goals.  Marketers are most often on the front line of this battle, continually trying to develop line extensions or new offerings to satisfy the …

Stretching Your Marketing Dollars for a Small Business

Get feedback from your customer – It is imperative that any marketing effort be grounded in the knowledge of your target audience.  This can be done formally with a quantitative or qualitative study, or informally just by asking customers about their experience either when calling in orders, stopping in your business, or having a cup of coffee with you 10 …

Winning Marketing Concepts Sell Benefits, not Features

Why is developing and launching a new product or service so hard?  It takes time and resources, both human and financial, to make it happen.  According to various research studies, between 50 and 80 percent of new products launched each year fail, costing companies and shareholders billions of dollars. This does not mean the only reason a product or service …