Matthews on Marketing

Matthews on Marketing

How to Build a Marketing Message Platform

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The average customer receives hundreds, if not thousands, of messages every day. In every medium, from home to work and back again, companies are trying to sell something. So, if you think customers are waiting around waiting to hear what you have to say, think again. This is not a new problem. Even in 1997, when the web was nascent and Twitter, Facebook, and the iPhone were not yet born, consumers were overwhelmed: Consumers today are surrounded by advertising. There are various estimates, but … [Read more...]

How to Calculate the Market Size for Your Product

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Clearly, identifying the viable markets and market segments for your products and/or services is essential to your company’s success. Regardless of the markets in which you operate, however, it is essential that you have an accurate knowledge of their size. It’s probably safe to assume that everyone wants to do business in a large and fast-growing market. However, it is possible to make money in a niche or a nascent market. You can also be successful if you introduce a revolutionary product … [Read more...]

The Virgin America Brand

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Here's another excerpt from my forthcoming book The Professional Marketer -- TM Virgin America is a California-based airline that has a declared mission to make flying good again. Launched in 2007, the airline’s goal was to disrupt the airline industry. Though hyper-competitive, the airline industry had become sclerotic. According to the American Customer Satisfaction Index, in 2011, the American airline industry had lower customer satisfaction than the IRS and U.S. Postal Service.[i] This … [Read more...]

Kickstarter for “The Professional Marketer” Launched

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Just launched my Kickstarter yesterday. Even though it's relatively small money, it's strangely thrilling. Found myself furtively checking my Kickstarter iPhone app at dinner last night.In addition to raising the money to bring the book to market, I'll be noting along the way what tactics work when it comes to promoting the campaign. When it's done, I'll post them here.Meanwhile, take a look. There's a link to the draft manuscript for anyone who wants a … [Read more...]