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 [...]

Product reviews: we need them to sell, but we have to sell first to get them…what is a startup to do?

2017-09-14T16:34:01-06:00By |Categories: Marketing|Tags: , , , , , , , , |

It's the classic chicken or the egg...which came first.  We need product reviews to sell, but how do we get them if we have not sold?  Unfortunately, product reviews have been completely distorted in the marketplace from their original intent: The review has nothing to do with using it to improve products or offerings, which is [...]

How Adidas is using micro-influencers

2017-08-21T13:42:13-06:00By |Categories: Micro Content|Tags: , , , |

This is a creative way to create demand for a product with no marketing using a custom app, a few select influencers and scarcity.  Why is this important?  While custom apps and influencers may be out of reach for startups or small companies, scarcity can be a huge lever to creating demand that anyone can [...]