It’s in the details

Attention to detail is important in marketing. This is not new news. Editing copy, retouching images, tweaking layouts; these things happen up to the last possible moment before deadlines (and often, after the deadline). But there’s a next step beyond promotional elements that proves when a company truly understands its consumer and its product.

As a newly self-proclaimed packaging nerd, I would venture to say, companies that are innovators in the delivery of their products are the most detail oriented ones out there. Imagine you’re selling snack packs. You go to a grocery store to do some competitive analysis and see shelves and shelves of crinkly bags, embellished images of the product and the word “Organic” as far as the eye can see. Continue reading

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True Consumer Choice at Chipotle

Today’s consumer is hard to pin down. However, there is a line of thinking in the study of consumer behavior (which is pretty much marketing, sociology, psychology and economics all rolled into one) that the needs of today’s consumer on an affectual level include power, affiliation and uniqueness.

Consumer power has grown significantly in the 21st century. This can be seen in the simple evolution of television. It went from, “We’ll be back after this commercial break” to the ability to TiVo to online streaming with commercials on Hulu to Netflix where you can binge-watch 12 episodes of Parks and Rec in a single night (or is that just me?). Consumers have the power to never see one advertisement when watching television.  Continue reading