Marketing – Page 2 – DipsUnplugged

Why “Manipulation” works only in the SHORT TERM?

To get short term benefits and returns “Manipulation” and trickery by means of risk/reward behavior manipulation becomes the strategy of choice for most companies and marketers. As with short cuts this has its own share of pitfalls in the long run.This is because NOT manipulation but INSPIRATION results in loyalty which results in long termContinue reading “Why “Manipulation” works only in the SHORT TERM?”

Building customer loyalty by communicating the “WHY” aspect in a product

People DO NOT buy WHAT we do but they buy WHY we do it. The touch point of an organization with customers or market place is where the WHAT aspect of a product is exposed. Once the WHY communicated in a VISION translates to the WHAT aspect of a product is when the “innovators” ,Continue reading “Building customer loyalty by communicating the “WHY” aspect in a product”

What is meant by “Breakage” in Retailing?

The manipulative nature of promotions is very well established in the RETAIL INDUSTRY and one such principles is termed as “BREAKAGE”. BREAKAGE measures the percentage of customers who FAIL to take ADVANTAGE of a PROMOTION and end up paying FULL PRICE for the product instead. This typically happens when buyers do not bother performing theContinue reading “What is meant by “Breakage” in Retailing?”

These are situations when “extraordinary talent” gets rewarded

Adopted from Seth Godin’s book Linchpin , mentioned below are the THREE scenarios when extraordinary talent gets recognized and rewarded. When the knowledge is needed on a moment’s notice and bringing someone from outside is too risky or time consuming When the knowledge is required on a constant basis When the depth of knowledge isContinue reading “These are situations when “extraordinary talent” gets rewarded”

The four key aspects of Linchpins

The four key aspects of modern age Linchpins , summarized as key takeaways from Seth Godin’s book Linchpin are as follows: High on emotional quotient and hence have great networking skills They are GO GIVERS They are SHIPPERS which means they complete the work that they start come what may Create their own PLATFORM toContinue reading “The four key aspects of Linchpins”

The Five Essential Personality Traits

Most psychologists agree that there are five traits that are essential in how people look at us. These are: 1) Openness 2) Conscientiousness 3) Extraversion 4) Agreeableness 5) Emotional Stability Adopted from Seth Godin’s book Linchpin