Marketing on The Findings Report

When We Throw Caution To The Wind

Sun, 05 Nov 2017 07:31:00 -0800

Did you buy the new iPhone X?

Despite a lot of consumer jawboning about the oddly placed top notch, the loss of the home button, and the hefty price tag, the Internet was abuzz on Friday with mostly favorable reviews and complaints of short supply.

For someone who came of age with the personal computer, I have a love/hate relationship with product upgrades. In the 80s and 90s, technology was too expensive to upgrade with every product cycle. Yet, the tech nerd in me obsessed with rapt desire over the new features and innovations. I was the guy friends mocked for being too much of an early adopter. Today, most of the technologies we carry are designed to be fleeting companions. In fact, Apple (along with many other product manufacturers) has faced minor backlash over allegations of planned obsolescence—a practice of designing products to have a shelf life that guarantees purchase of new models.

Don't like me. Recommend me.

Sun, 20 Aug 2017 08:25:00 -0700

There are two tactics in the modern marketing playbook that are so ubiquitous most consumers barely notice them. The first is the application of the Net Promoter Score (NPS), Fred Reichheld’s invaluable measure of loyalty through one simple question:

On a scale of zero to 10, how likely would you be to recommend this brand to a friend?

Many companies measure NPS continuously, sending a quick survey to customers within 24 hours of a purchase or significant brand interaction. The reason: the score is a reliable bellwether of customer satisfaction. Satisfied customers recommend brands to others. NPS safeguards your customer relationship and creates an opportunity for invaluable word-of-mouth (WOM) marketing.

Questioning the Decoy

Tue, 05 Aug 2014 05:40:12 +0000

Let’s take a trip together. Imagine that we’re vacationing on a luxurious tropical island. It is our last night and we want to reward ourselves with a great feast. The concierge at our hotel recommends two restaurant options. Option #1 is known for its gorgeous views. It’s on the pricey side, and the food gets an average rating, but it has a reputation for being the postcard-perfect end to our getaway.