• Labels reveal customer-friendly, health-promoting secrets

    Mark Lusky May 20, 2016
    Recently, there was a post about Kraft Macaroni and Cheese replacing dyes with the ancient spice turmeric, known for its anti-inflammatory properties and potential aid as a cancer-fighting agent. According to the New York Times, it was a “new…

  • Labels as anti-marketing tools

    Mark Lusky April 8, 2016
    Escalating regulations, rapid-fire social media accountability and fears of lawsuits are forcing manufacturers to shift their labeling from maximum saleability to maximum “failability.” At least in some cases. A recent report in the Wi…

  • Warm, fuzzy labels offset high-tech customer service headaches

    Mark Lusky March 21, 2016
    While labels typically are viewed as branding and information tools, they also can serve a vital customer service role – helping “humanize” Interactive Voice Response (IVR) and other frustrating tech-oriented customer support protoc…

  • Product marketing reaches crossroads: proprietary vs. public

    Mark Lusky, Editor January 25, 2016
    Longstanding proprietary (aka secret) practices of product makers and their retail networks are being called to account in ways never before experienced. A recent fortune.com article illustrates the private/public tug-of-war now being fought by such…

  • One person or experience can drive long-term loyalty

    Mark Lusky November 20, 2015
    Often lost amid anger at poor customer service is the power of one – one person or experience that can turn a company, product or service into a rock star. I recently was reminded of this important asset while attempting to deal with, of all th…

  • When words cut like a very expensive knife

    Mark Lusky October 13, 2015
    When it comes to labels, consider your words carefully. Jessica Alba’s Honest Company is having to address a $5 million class-action lawsuit that alleges her products don’t live up to their “natural and effective” claims, acco…

  • Order-taking vs overbearing

    Mark Lusky September 7, 2015
    When was the last time you visited a doctor, car mechanic, or other “advisor” and had the response to your question about what you should do thrown back in your lap? It’s happening more often. No doubt some of it ties to the liti…

  • Label promotions go off the beaten path

    Mark Lusky July 21, 2015
    Labels are a product’s “front door.” While websites, social media and collateral materials support promotion of a product, its most powerful and up-close marketing tool is the omnipresent label. Of course, it isn’t always u…

  • Train customers to offer good service

    Mark Lusky June 3, 2015
    Overwhelmingly, the focus of “good customer service” is on the service provider. But, lost in the all-consuming drive to make and keep customers happy is their responsibility to return the favor. Why should a customer need, or want, to…

  • Micro-size your marketing efforts

    Mark Lusky April 16, 2015
    Noted author and blogger Seth Godin recently blogged about the rise of micro production and marketing leading to the fall of mass production and mass media marketing. The days of creating mass quantities of stuff, then marketing it to the masses thro…

  • Respond to negative reviews, reward positive ones

    Mark Lusky March 9, 2015
    Both negative and positive customer feedback can build profitability. Don’t ignore either. Acknowledge and in some way reward positive comments; respond and attempt to remediate negative ones. This includes everything from online reviews and fo…

  • Labels, stickers can engage or enrage

    Mark Lusky January 26, 2015
    Sometimes lost in the rush to manufacture appealing products are the “little things” that can engage or deter shoppers scouring the shelves of brick-and-mortar stores. Often, labels and stickers play a key role in the choice to buy or mov…

  • Ask customers to point out your ‘warts,’ then show ‘em to the world

    Mark Lusky November 17, 2014
    As social media drives truthtelling and transparency to new levels, it also can encourage bold companies to ask customers to point out problems, then let the world know about them. In a world where shareholder and stakeholder confidence often reigns…

  • Market to the power of one

    Mark Lusky October 10, 2014
    If marketing to the masses feels daunting, consider the challenge of courting consumers one by one. That’s what will drive successful marketing and sales campaigns in the coming decades. Fueled in large part by social media’s impact and…

  • Customer experience needs simplicity, clarity

    Mark Lusky September 9, 2014
    There’s too much going on – for all of us. From the daily deluge of emails and other in-the-moment communications to an information-packed internet, many of us are overwhelmed and exhausted trying to keep up with, and make sense of, the m…

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