Pourquoi travaillerait-on avec des clients qui font des trucs qu’on n’achèterait pas?
The biggest mistake when marketing “green” virtues…
Here is a transcript from last month’s discussion with my mobile phone service provider, who shall remain nameless. Me: “So… you just stopped sending me invoices by mail?” Them: Exactly, your invoice is available on the Internet, which you chose. Me: Really? -When did I choose this? Them: This was a note on your invoice [...]
Do you know YOUR industry’s dirty secret?
In Quebec, welfare checks are issued on the first day of the month. That same week, virtually every grocery store has almost no important sales or specials, aside from a few loss-leaders. Regular items, which are used to measure the cost of living (basics/essentials, like milk, bread, meat and vegetables) and items regularly purchased by [...]
The illusion of “Free”: the Internet’s urban legend
Here is the deal with free… it isn’t really free. Nothing is free. It’s just that we haven’t been the ones paying for it until now - Someone else is. And they are usually getting something in exchange. Google and Facebook, for example, get more information on you than you would ever share with the government. [...]
Defining your definitions (or: Catalog sales are increasing)
How do we define a Catalog? A catalog is essentially a thick, bi-annual publication that proposes goods to consumers, like the mail-order catalog, right? In that sense, catalog sales are down. WAY down, since civilization has adopted the internet. That is, of course, assuming that a catalog is hundreds of color pages printed on paper [...]
Meeting face-to-face. Still the best way to do business.
87% of Harvard Business Review readers agree that meeting face-to-face is essential for “sealing the deal”. That’s for those who wonder how “that other guy gets all the business”. Keyboards and touchpads are NOT always the best way to communicate in business. Here is the summary of the study by HBR (study sponsored by British [...]
Which approval process will oppress and discourage creativity?
Take a look at yours, it is probably doing exactly that. Seriously. It is easier to approve or stamp or modifiy and sterilize everything before you send it out, than it is to do a proper follow-up, analysis and objective review. Which is why most PR, Communications and Marketing is sterile and flavourless. Don’t be [...]
The 6 lessons of Johnny Bunko
The adventures of Johnny Bunko is a 20 minute read, mostly because it is a manga-style comic book kind of book. I know, I know… But I strongly recommend it; it embodies everything I believe communication should be: short, accurate, useful, good. And original. Go out and buy the book. Or borrow it. I guarantee [...]
Managing expectations: what I learned as a customer
Gavin Wilkie said it best when he explained to me, years ago, that there are three elements that make up customer service; Speed Price Service “No matter how you go about it, Bernard, you will always get two of those, at the expense of the third one.” Mix-and-match all you like, Gavin was right. Anyone who [...]