Customer Manufacturing Group
In This Issue
Trade Show Marketing 101
Is Your Price Too Low?
Doing What Matters
Pay for Performance
More Information 



Understanding Search Behavior To Improve Find-ability:

A Case Study 

Being found on the Internet is important for most businesses and critical for many. Search Engine Optimization (SEO) is a methodology used to help specific websites be found. However it is non-trivial to truly understand what to optimize for in terms of how people search.  


Understanding the search behavior of people looking for your goods or services is mandatory for effective search engine optimization. This month we provide a case study to show how this works.



 Read the case study

Get a free subscription 


If this e-newsletter was forwarded to you, get your own free subscription.


Visit the Customer Manufacturing Group website

Customer Manufacturing Update
September 2013

Dear Mitchell,


Here is your September Customer Manufacturing Update. For many of you being found on the Internet continues to be a focus. Last month our paper on Search Engine Optimization, written by Mark Sprague, was a big hit. In follow-up to that paper, we offer a case study on search behavior to help you better understand the process of improved find-ability

Read this month's case study on search behavior models
Trade Show Marketing 101

We don't get to a lot of trade shows anymore (Maybe good for us), and Mitch had the opportunity to attend the National Association of Broadcasters (NAB) Show in Las Vegas earlier this year. This is a very large show. So, as you would expect, the vast majority of exhibitors are unknown or lightly known companies.



It continues to amaze us what people don't do with the exhibit booths to attract visitors. Almost none of the exhibitors made it easy (or even possible in too many cases) for you to know what they offered that you might be interested in while walking by their booth. They spent a fortune on a booth and a huge sign with their name


on it. Somebody must have convinced them that name recognition was key. Silly.


At a trade show the key is to attract visitors to your booth. If you are Adobe you can simply put your name on your booth and you will have hundreds of people in your booth at all times (and they did). However, if you are not well-known, putting your name up on a big sign will not help you get known because what reason does someone have to want to know more about your company?


Mitch watched thousands of people walk by booth after booth, glance, be confused, and move on. Those few booths that allowed you to know what they did that might interest you, had traffic, as did the well-known companies.


We would have thought by this time people would know this, but we suspect trade show experts from the 1950s probably said the same thing in the 1990s. The good news is you can still stand out in the crowd even at a large show like NAB if you focus on the visitor and not on yourself.





Is Your Price Too Low? 



Our experience and research over many years suggests that trial can be induced in a majority of situations by offering a discount of 20%-25% off the price the customer is currently paying. This seems to be the price point which creates an "offer they can't refuse" to at least try. In truth, if a competitor of yours is offering such a price point, you can be reasonably sure many of your customers are at least trying. Defection may or may not result depending on the results of the trial, ongoing pricing, barrier to change, etc.

Some people believe that an even lower trial price might be even better. In our experience this is not usually true. That is, if you offer 50% off (or more) you will likely get fewer trials, not more. Why? It appears people are concerned that at that price point the offering may be significantly inferior to what they are currently using. A 25% discount seems credible, a 50% discount seems incredible.

And there are exceptions to every rule. An example is the Dollar Shave Club. A YouTube and market sensation founded by "Mike." He offers unbelievable savings on razor blades. While even his namesake $1/month blade program costs more than that when you add shipping, and he has two up-sell programs, his pricing is "unbelievable."


How can he sell useful product of this category for so little money? Is the product just "crap?" Not according to reviewers. And it does not matter anyway. Why? Because the trial investment is so little that you can self-evaluate with little risk. If the product works for you, you win. If not, you are out a few bucks. And his ad is hysterical. As CNET reviewer Rick Broida, asked, "why can't all ads be this good."


Doing What Matters 


An Advertising Age article apparently raised a ruckus because it had the audacity to state that a vast majority of marketers set their budgets based on historical spending and gut instinct and not ROI. Is this really shocking? Not to us. While there is more pressure on Marketing to show accountability, it can still skate all too often. null


Arguments abound about what ROI measure to use. The primary focus is currently on "brand value." Problem is there are at least four different measures of brand valuation, and they disagree with each other significantly. This is a bogus focus anyway. Unless and until it is an accepted metric.

What ROI measure should you use? Simple, what business outcome(s) is/are your company trying to produce? How can you support those outcomes by investing in Marketing in such a way as to produce a positive return? If brand value increase is a business outcome for your company, then agree on how to measure it.

The truth as to why Marketing is avoiding an ROI focus (aside from talk) is probably most simply summed up by the quote attributed to many Marketers involved in the study, who said, "If my boss is happy, that works for me."

In too many companies all that matters is that your boss is happy.



CEOs, Actors, Sports Stars & Pay for Performance 
Free Reading Guide

If you have a copy of our book Value Acceleration, you can download a free reading guide to help you and your team get the most from the book. (And btw, the book was updated in 2012 and is also available in a Kindle edition.)

We appreciate your feedback to help improve these

Updates. If there are others you feel would benefit from this issue, use the Forward email link just below on the left.





Mitchell Gooz


Customer Manufacturing Group, Inc. 

This email was sent to by |  
Customer Manufacturing Group | 1900 Wyatt Drive, #11 | Santa Clara | CA | 95054

This email was sent by the author for the sole purpose of testing a draft message. If you believe you have received the message in error, please contact the author by replying to this message. Constant Contact takes reports of abuse very seriously. If you wish to report abuse, please forward this message to