Format for consumer product feedback surveys and how it can correct for problems with getting accurate and reliable data

2020-07-30T10:07:57-06:00By |Categories: Marketing|Tags: , , , |

Here is a format for consumer product feedback surveys that I use.  I take consumer product feedback surveys with a big grain of salt, for reasons listed here. But they have been useful for me when I follow the format below. Interview Format Could be a voice call, in-person/video or over email. Interview Process Describe [...]

Simple model to determine success of product sampling in e-commerce

2020-06-10T07:34:04-06:00By |Categories: Marketing|Tags: , , , , , |

Here is a simple model to determine success of product sampling in e-commerce. I was presented with some quick  performance metrics on an e-commerce product sampling campaign for a supplement startup, which included the cost of the sample plus shipping ($.70), the average order value ($39) and the response rate at 20%. That got my [...]

Why do businesses redesign their product packaging?

2020-06-05T07:00:33-06:00By |Categories: Marketing|Tags: , , , |

This is a Quora question I was asked to answer. There are a few reasons: Help differentiate the brand better against competitors. You want to capture attention so you use packaging to do that, and if you look like everyone else, then it is hard to do that. Take a walk down a retail aisle [...]

How do you find customers who will pay the highest price for your products?

2020-05-03T09:47:51-06:00By |Categories: Marketing, Resellers|Tags: , , , , , , , , |

This is a Quora question I was asked to answer. Here’s how I would go about finding customers who will pay the highest price for my products. Direct-to-consumer (DTC) The first thing I would do is create high quality products that customers will rave about. I would create a highly polished brand that looks good [...]

What is the advertising to sales ratio investors will look for in a direct to consumer e-commerce startup?

2020-01-09T10:04:26-07:00By |Categories: Marketing|Tags: , , , , , |

This is a Quora question I was asked to answer. Do you mean the return on ad spend ratio (ROAS)? I have never heard of “advertising to sales” ratio, but it probably means the same thing (revenue or sales divided by advertising spend…not to include media development costs or technology costs, just the costs to [...]

How much of a role does the packaging of a product play in its sales?

2019-08-22T13:02:30-06:00By |Categories: Marketing|Tags: |

This is a Quora question I was asked to answer.  My answer is as follows. From a functional perspective, yes. But that I think everyone knows that. If you are talking about protecting the product such that when the user opens the packaging, it is what they expect, of course your packaging is important. But [...]

What is a good marketing start to sell goods in a luxury segment?

2019-07-08T17:14:32-06:00By |Categories: Marketing|Tags: , , , , , , , , |

This is a Quora question to sell goods in a luxury segment I was asked to answer.  My answer is as follows. Are you selling your own products that you created and own to consumers, or are you reselling other luxury products via a wholesale basis? I think the answer depends on which avenue you [...]

“Newsletter” versus “Magazine” and marketing power words

2019-12-24T06:44:51-07:00By |Categories: Downloads, Marketing|Tags: , , , , , |

I want to do a quick post here on marketing in words and the power of words. For my pet business we've had a newsletter a monthly newsletter for a long time. It's both in digital version and in print version. We've always named it newsletter and it goes out once a month. But [...]

How I use my customer data to help me retain my customers and maximize customer lifetime value

2018-05-20T16:06:33-06:00By |Categories: Marketing|Tags: , , |

In general, I have found that it is at least five times cheaper to retain a customer than acquire a new one. But often that multiple is higher. I know this because I maintain detailed customer transaction records and track my marketing campaign activities, costs and conversions. As a result, I work hard on my [...]

My ecommerce sales funnel results

2018-01-14T12:36:41-07:00By |Categories: Marketing, Visuals|Tags: , , , , , , , , , , , , |

Background on my ecommerce sales funnel Ecommerce sales funnels are designed to guide a consumer through the purchase process and present them with value-added offers that compliment their existing purchase before they checkout. I architected and had developers build my ecommerce sales funnel.  Rather than use an existing solution, I went this route because [...]

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