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pricing

🛒Low Prices! That’s a Promise: Aldi

In the UK: Aldi’s sticking with low prices. The Big Idea: Brand Equity adds up slowly, but can get destroyed in a minute. That’s why Aldi’s plan to stick with their low prices during the cost of living crisis in the UK matters.  Why This Matters: Most brands make a brand promise to their customers that they […]
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📉Target & Walmart: Discount Early! Discount Often!

Discounts are for dummies! What to know: Target and Walmart plan to discount early and often this holiday season. The decision is because of “inflation” and “cost-consciousness”.  In the last quarter, Target admitted that its discounting strategy to clear inventory wasn’t having the desired impact on sales. Customers weren’t rushing to buy just because merchandise was cheaper.  […]
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B2B Marketing:🔥?

Good morning!  I rethought this note for the back end of 2022. First, the story: Why should people care about B2B marketing? That’s where all the money is! 💵 💵 Why it matters: B2C marketing has always been the sexy part of marketing. But new data shows that B2B marketing is where it is at.  Healthcare marketers […]
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ROI isn’t the Best Marketing Measure!

It isn’t want you make, but what you keep!  Focusing on ROI is the sign of a bad marketer.  Why it matters: Executives focusing on marketing’s ROI are showing a lack of knowledge about marketing’s value.  Executives didn’t get here alone. Too many marketers gave up their strategic position to focus on tactics.  A focus on ROI […]
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Set a pricing philosophy for your organization…

3. How To: Set a pricing philosophy for your organization:  Big Ideas: Mark Davis draws a line on pricing.  You still need research.  His words are music to the secondary market’s ears.  Mark Davis gave a quick interview to LVSportsBiz.com recently where he talked about pricing and why the Raiders will never dynamically price their tickets.  […]
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10 ideas from my upcoming pricing class

I’m working with the team at Maven on putting together a pricing cohort class for the fall. The first session is looking like a 3-hour workshop-type event where I teach small business owners, consultants, and solopreneurs how to set the right price.   I did a podcast with Giles Edwards a few weeks back and I went into […]
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