I spent a good chunk of the weekend trying to decipher “short cuts” of marketing. I wondered about Facebook and Twitter and a lot of sites that consume a lot of time, but have questionable value in building the critical mass of awareness that marketeers seek.
Saturated with buzzwords that remind us how unhip we really are, many in aviation stumble along, grasping at new ideas looking for the short cut. You know… the one that is “hot” right now amongst the bleeding edge of the New York marketing geniuses. But then I thought, isn’t this the same culture that is responsible for Credit Default Swaps, Hedge Funds and other strange hollow promises? So why do people always look to the marketing savants of 5th Ave for answers they already know?
Popularity: 25%
Whether you believe it or not, the price of your service or product is one of the last things a customer considers.
Any price is fair, so long as value is there.
When the guy jumps into the convertible for a test drive, at what point does he start to get hung up on price? (Usually after he’s decided he has to have it.) Or better yet, ever noticed someone in Home Depot refuse to touch the latest drill until he knows the exact price? Nope… never.
Price comes into the equation at the end of the process, after inspection and desire have played their part, when it comes time to fine tune and make an assessment on the value of the item versus its price tag. Everyone wants the best, it’s just a matter of justifying how valuable it is to them versus what they can actually afford.
Popularity: 28%