Archive for May, 2011

Product Marketing Strategies: The Limitations of Mass Marketing and Benefits of Market Segmentation

May 19, 2011

It is widely understood that mass marketing, although advantageous to businesses by virtue of lower production and marketing costs, does not completely fulfill the needs of every customer in a market.  Nonetheless, many companies still employ this strategy.  And, it is particularly effective in the marketing of standardized goods and services – such as sugar, […]

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Retail Marketing: Target Marketing Improves Return on Investment

May 15, 2011

Historically, retailers have taken one of two approaches in marketing their products – frequently described analogously as the rifle or the shotgun.  Today, these approaches are still employed; albeit, under the titles targeted marketing or mass marketing. With the advent of the various forms of new media, the tools for new, more meaningful means of […]

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Developing Your Licensed Brand

May 12, 2011

  The old adage “you have to make hay while the sun shines” has never been truer at any time in history than today.  Living in a culture dominated by the 24-hour cable news cycle, the public has a dramatically diminished collective attention span.  The “news” becomes “old” at any increasingly rapid rate.  And, as […]

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Mass Marketing Defined

May 6, 2011

Mass marketing is an attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media. Also called undifferentiated marketing, it maximizes product advertising to consumers.  Unlike niche marketing, that targets markets and audiences via research and analytical techniques, mass marketing advertises products to a large audience.

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Posted in Product Marketing | 3 Comments »

Retailers: Know Your Competition!

May 5, 2011

Whether you are new retailer or have operated your business for many years, your level of success may be determined in large measure by the quality and execution of your business plan.  And, in developing or updating your business plan, analyzing your competition should be a significant consideration. You should, of course, know your products […]

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Licensing Agency, Chapter Two: The March of the Tweenies

May 5, 2011

In crafting licensing strategies that deliver the most viable profit margins, retailers must understand — and respect — demographic and underlying pyschological factors if they aspire to pluck this ripe-for-the-picking market.   Our previous article examined the conditions that created markets for the licensed products and brands of hot new music stars.  Now, we’ll take […]

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