by Alex Goldfayn | Dec 17, 2011 | Blog, Marketing Think Tank
Consumer electronics marketing beings with engineers, because they’re the ones who created the products. So, they’re the ones to introduce them to the rest of the company, which includes the marketers. As such, all marketing begins as highly technical and...
by Alex Goldfayn | Dec 14, 2011 | Blog, Marketing Think Tank
Why? Why do you make the product or service you make? Is it to improve people’s lives? Then why don’t you focus on that in your marketing? Why focus on the technical specifications, when people don’t care and it doesn’t help sell your product? Why not focus on how...
by Alex Goldfayn | Dec 13, 2011 | Blog, Marketing Think Tank
The best-selling consumer products make people feel good. Think iPad, iPhone, Kindle, and about nine months ago, Netflix. Before that, it was the iPod, TiVo and Walkman. These are and were the best-selling products of all time in the technology industry. They possess...
by Alex Goldfayn | Dec 9, 2011 | Blog, Marketing Think Tank
The best marketing language and messaging comes from your customers. This means that time spent talking to customers is a wise investment. Talking to customers, not surveying them. A survey is fine — better than no communication at all, certainly — but a conversation...
by Alex Goldfayn | Nov 30, 2011 | Blog, Marketing Think Tank
Here’s a question for you: If you stopped marketing today, what would happen to your sales? For most companies, the answer is: very little. In consumer electronics, for example, I argue that most manufacturers succeed in spite of their marketing, not because of...
by Alex Goldfayn | Nov 28, 2011 | Blog, Marketing Think Tank
Too many product companies focus on specifications and features. Similarly, too many service companies focus on their process, models and approaches. But not nearly enough companies focus on the results their work will generate for customers. How will using your...
