Category Archives: marketing

Why You Should Post on Sundays

Sundays always have had the reputation of being lazy. It’s the day where no one really wants to do anything. But, if you’re reaching out to the twentysomething or college market, Sundays can represent a real opportunity for you to stand out.  Here’s three reasons you should be posting on Sundays.

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Adobe: Make the sale, then stop selling

My mom used to sell food products and supplies to hotel restaurants.  Now, my mom is an excellent salesperson, but there were a few lessons she had to learn on the way.  One time, she was selling cases of “unbreakable” china plates to a restaurant in Colorado. Here’s how she describes the interaction as happening after her initial sales pitch.

Hotel Manager:”Wow, Lisa, those are some plates. We’ll take them!”

My mom: “Excellent. And just to show you how indestructable this china is, I’m going to throw this plate on the ground as hard as I can. Watch how it doesn’t even–….”

SMASH! “Uh…whoops…”

Needless to say, she didn’t close the sale. The lesson? In mom’s words: Continue reading

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Why College Kids Are Cheap–And How It Benefits You! Part 1: No Brand Loyalty

Usually, when people think about about college purchasing habits, they think of one word: cheap. Everyone knows the stereotype of a cheap college kid. There’s some truth to it too. I have one friend who saves plastic utensils from Wendy’s instead of buying silverware. But to think of college kids are just “cheap” is missing a big part of the picture.  After all, while pinching pennies on some items, they are certainly willing to splurge on others. This meme sums up the discrepancy perfectly.

There’s multiple reasons that college kids and twentysomethings are cheap about some things and not about others. And understanding what those reasons are could help you cultivate a potential customer for life. Listening now? I’ve decided to do a mini-series on why college kids buy what they buy and where the opportunity lies. First up….

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COVERGIRL and Sofia Vergara: Wins on Video, Loses in Print

When I discovered that Sofia Vergara would act as one of the celebrity endorsers for COVERGIRL, my immediate reaction was “Yes! I love her!”.  While I don’t normally get excited for celebrity endorsers, Sofia Vergara has such a big, fun personality (as Gloria on Modern Family and as herself on the red carpet) that I couldn’t help but root for her.

Having the right celebrity endorse a product is almost like hearing a friend’s recommendation. There’s an implicit level of trust. After all, celebrities spend countless dollars and hours promoting a brand for us to remember and recognize them by–to feel as if we know them. And if an individual that I feel like I “know” tells me to buy a product, it carries more weight than some stranger.  That’s why the most effective endorsements play into what the viewers “know” about a celebrity into the company’s product pitch.

In Sofia’s case, her brand is well-established. Funny. Loud. Columbiana. Flirty. Smiley. See how well her personality/brand shines through in the COVERGIRL commercial below.

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