Consulting – Page 2 – JDM Digital

November 2010

Halloween Consumer Spending Index

These days, the economy is far more scary than ghouls and goblins, but that didn’t stop Americans from embracing the (expensive) delights of Halloween.

912 Views

Article

October 2010

Don’t Penalize Payment!

On the first day of my very first pricing class in college, the professor opened with the following one-line statement: “Never make it hard for customers to give you money!” The lesson was simple. Get as sophisticated as you like setting up pricing structures, but for god’s sake, don’t make it hard to actually pay. So why do so many businesses not just make it hard to pay them, but actually charge a penalty if you don’t pay them in the manner they prefer?!

1447 Views

Article

August 2010

Aim Small, Miss Small

I’ve never been much for hunting, but I do like target shooting. A friend of mine taught me to “aim small, miss small.” In other words, aim for the whole beer can and you might miss it entirely. Aim for the hole in the “g” on the label and, even if you miss the letter, …

1743 Views

Article

July 2008

Ruin a Rebranding in 5 Steps

Today, competition is heating up and consumer spending is down. It’s a natural tendency for businesses to look to changing their Brand through a rebranding exercise, rather than looking at themselves and making a real change. Like trading your bathroom mirror for a fun house one rather than just hitting the gym, rebranding without rethinking …

2992 Views

Article

January 2008

Gotcha Marketing

Bob Sullivan recently published “Gotcha Capitalism”. It’s all about the culture of how hidden fees designed to rip you off every time, have somehow become so common we barely notice or know how to avoid them anymore. While Bob’s got it right that we’ve become so used to rip offs like rental car insurance, airline …

2800 Views

Article

November 2007

The Unattainable Triangle

Branding experts refer to the “unattainable triangle” as composed of quality, price, and speed. All products or services have two out of the three sides of the triangle. The triangle is unattainable for two reasons. The first is logistical. Providing high-quality service with faster-than-average turnaround time is going to cost you more money than your …

5414 Views

Article