Archives posted in: Communication
Clear communication about surge pricing is good customer service but without conveying its benefits, Uber is increasing the price sensitivity of its riders. This is a well-known effect of overemphasizing price in marketing communications. But price is only one reason that customers choose Uber. Why not focus on the benefits of surge pricing?
More Both Williams and Mason are frank about past mistakes. They grew too quickly. They didn’t respond appropriately to criticism. Accounting was a mess. The business model required too much labor in place of operational efficiency and scalable systems. But both are optimistic about the core problem that the company is trying to solve: e-commerce for small and local businesses.
More Your business plan should be the driver for every action you take, including developing your digital marketing strategy. From setting your ad budget to identifying where your target market hangs out, reading your business plan is like consulting a digital marketing compass that reliably points north.
More According to Reinert, “I’m interested in how ideas reflect but also change economic realities – and how ideas can translate into policies.” He adds that he is intrigued by the lasting power of Franklin’s treatise on industry and frugality and its influence on capitalism, as we know it today.
More There are other fields – like airlines and hotels – where providers have invested heavily in customer loyalty programs. Here these programs are effective as long as the provider can fly to the right destination of the hotel company has a property there. When that is not the case, the customer seeks other choices and may be attracted into competitors’ customer loyalty programs.
More Value-based pricing talks about pricing based on whether a product provides more or less perceived value with respect to the next best alternative. In the case of professional services however there is a slight difference — since there is the “human touch” involved we can’t be sure whether the next best alternative is a true alternative at all.
More What makes a first-time buyer select a specific packaged good brand or product from all the other products on the supermarket shelf or Webpage?
More You charge a higher price for a more reliable product if reliability is perceived as a benefit by the customer. But how do we to make a customer perceive reliability as a benefit?
More An evaluation of high-level strategic thought leadership process best practices.
More Ray Kroc was over 50 years old when he developed the McDonald’s fast-food concept and when he died, he was personally worth around a half-billion dollars. But his success might be traced to a crucial decision he made about branding.
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