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pricing

Ticketmaster, Taylor Swift, and Tickets.

The last few weeks have been filled with ticket news about Ticketmaster, Taylor Swift, Bruce Springsteen, and more… Interesting times to be sure. I was invited to the American Antitrust Institute’s panel in DC about monopoly power in tickets with the target being directly on Ticketmaster’s back. I went and listened. I took a bunch […]
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Dave’s 7 Principles of Effective Pricing

I’m working on a new program to teach pricing called “Stop Pissing Away Your Pricing Power”… Pricing Power matters because it enables you to: Maximize profitability Maintain brand equity (you have to build some first, obviously) Create short cuts for your customers so that they make quicker buying decisions This morning, I wanted to prime […]
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🛒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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