The ‘Cup of Coffee Theory’ is drawn from Seth Godin’s writings on the changing perception of purchasing reward experienced by consumers at different stages of an economic cycle. Perception refers to the internal process of selecting, organising and interpreting information in order to create meaning. A number of factors may influence this process, and the meaning making experience is highly effected by experiences in our personal, social and psychological states.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
In a strategic presentation last week, a client asked us: “Is there some sort of check-list or plan so I can remember everything I have to do?” I think the client was feeling a little overwhelmed at the ominous task ahead. I imagine that many businesses express this same emotion when undertaking a marketing strategy – where on earth do I start? Often, it all goes into the too-hard basket.
I spend a lot of time analysing consumer behaviour. Behaviours are affected by so many factors that my job can be mind boggling at times. The issue that has been receiving most attention of late in Consumer Analyst circles is the effect of the current Australian economy on purchasing decisions, especially in the retail environment.
Last week Scott and I attended a Chamber of Commerce Business After 5 function with one of our clients, the Gecko Effect. The Gecko Effect is a unique sports store based in Margaret River, who came to us a few months ago for some strategic marketing advice. I must say that I’ve never left a Business After 5 function feeling so positive and proud.
Today the anti tobacco lobby demanded the withdrawal of logos, colours and themeing on cigarette packaging. I say bravo – in honesty I think the habit is revolting as well as harmful – but that’s just my opinion. Call me crazy but sucking in someone elses used exhaust fumes is like french kissing a Galapagos lizard.
I think one of the most frequently asked questions I hear from clients or potential clients is, “How much should I spend on Marketing?” There’s no real simple answer to this but here’s some tips on how to work it out.
It’s my 42nd year in the profession I know as ‘Marketing’. I love it as much as I ever have – maybe more? It’s a profession which comes replete with human frailties, wild ideas, emotions, good and bad, disturbing and joyful. It is a variable smorgasbord of knowledge, a varietal delight of products and services all bound up in interpretation, philosophy and the inevitable debate, discussion – passion even. It is an exciting place to be.