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A Community That Works

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ROI by Frank J. RichROI
BY FRANK J. RICH

Ever thought that nothing you could do would make a difference? We go to polls to vote, talk with our children’s teachers, drop a note in the suggestion box at work, but none of it seems to make a difference. Change is hard to achieve, isn’t it?

Allow me to introduce you to Anderson Sa. His credentials are a solid recommendation for a life of crime. Born in the slums of Rio de Janeiro, and raised in the drug culture that dominates them, Anderson Sa was a poster boy for local drug cartels in the fiercest and most violent of Rio’s slums—Vigário Geral.

 

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October 24, 2014 |

Boo!

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ROI by Frank J. RichROI
BY FRANK J. RICH

Most of those who walk into a store do not buy anything. This is a disheartening reality since it’s so hard to get people into the store, and the only way (for most local businesses) to gain a sale. Statistically, less than 25 percent of “foot traffic” ends in a sale. This compares favorably to online shopping, which delivers a sale in less than 2 percent of product searches.

The good news: both online and in-store shopping are increasing. In fact, more U.S. shoppers plan to buy from stores; 21 percent vs. 9 percent in 2013 (“Seamless Retailing” by Accenture NYSE: ACN). Why—because the experience is more fulfilling. And, it’s the same for small retailers that fear competition with big box stores. The reality is that it’s easier to compete with them than you think, and no surprise why more shoppers want an in-store experience when you consider that roughly 70 percent of searches do not deliver the desired results.

 

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October 21, 2014 |

Windows

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ROI by Frank J. RichROI
BY FRANK J. RICH

In a song from the wondrous story by Harry Nilsson, “The Point,” the adventures through the Pointless Forest of the boy Oblio and his dog Arrow bring them to the Rock Man, the Giant Bees, the Pointed Man, the three fat dancing sisters, and the Leaf Man, who makes the point that, indeed, everyone and everything has a point; adding that “ … you see what you want to see, and you hear what you want to hear.”

These pondering words gave light to the darkness in the little boy’s efforts to find meaning in his life after banishment to The Pointless Forest. It was his window of opportunity, and it changed everything for him, and ultimately, for the entire kingdom.
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October 10, 2014 |

The Most Dangerous Intersection…

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ROI by Frank J. RichROI
BY FRANK J. RICH

The natural preparation for survival of most animals is a matter of life or death. How long would the meaty monochromatic skunk survive without its repelling odor sac? Or, the common deer, which cannot see well or in color, but possesses a keen sense of smell and acute motion vision. Or, the defenseless mouse, which has a good bite but is evasive and can play dead with the best opossum, fooling most prey into setting it down and watching it escape. Despite their apparent lack of defense against predators, all of the above animals seem to enjoy overpopulation and long lives. Somehow, they know how to survive and have learned how to prosper. The point: we are all prepared to survive and learn how to prosper under circumstances.
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October 3, 2014 |

Behavioral Segmentation

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ROI by Frank J. RichROI
BY FRANK J. RICH

Simply, “personalized and relevant” are what attracts customers more than anything else. Even impulse buyers are converted by this two-word philter when driven to buy … under any circumstances. In the moment we make a purchase, we have commuted desire to need and prepared the logic necessary to justify the purchase. The common phrase we hear ourselves speaking is: “I could use that vase in the foyer; people will like to see it when entering the house.”
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September 26, 2014 |

Change Opportunities

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ROI by Frank J. RichROI
BY FRANK J. RICH

The back-to-school shopping season, now the second longest of the year, is very much alive even though school has already begun. This means increased revenues for those who have the energy to engage this spending influencer (tweens) over the next weeks while they accumulate the more than $150 billion in sales that is their effect on the market. Back-to-school spending alone amounts to $72.5 billion, the second largest spending season behind Christmas.

This group’s spending on school stuff won’t slow for another month plus, so keep those signs and specials fresh and step into the breach with these “pester power” shopping influencers when others don’t. Tim McMullen of redpepper.com offers some very useful and profitable suggestions in taking fuller advantage of this important and changing market segment.
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September 19, 2014 |

America the Good… and Bad

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ROI by Frank J. RichROI
BY FRANK J. RICH

The legend of the American psyche richly colors its cultural disposition. American business is no less the beneficiary of a population given to self-actualization. Entrepreneurs at heart, Americans speak one phrase perhaps more than any other when confronted with the simple and the genius in innovation: “Why didn’t I think of that?”

The lament is telling; we could not see missed opportunity had we not first felt (in some ways) prepared or entitled to achieve it ourselves. The apparent energy in the American psyche is a summoning force that disrespects the habitual tracking of the dundridges, now more than 3.5 million dotting the hallways and offices of government across the land.

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September 15, 2014 |
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