Marketing Optimization e-Newsletter (coming soon)
This quarterly newsletter focuses on the application of customer data to help you resolve complex business issues. If you have a particular business challenge that you’d like us to address, please email your suggestions to mo@leftbraininc.com. We will try to incorporate your ideas in an upcoming issue of Marketing Optimization.
Current and Past Editions of Marketing Optimization newsletterClick here for our most recent newsletter: The Economics of Customer Retention (coming soon)
Sign Up to Receive Future Editions of Marketing Optimization newsletter
-----------------------------------------------------------------------------------------------------------------------------------------
Current and Past Editions of Marketing Optimization newsletter
Sign Up to Receive Future Editions of Marketing Optimization newsletter
Trade Articles
Jerry Mona is a periodic columnist with Soundings, Trade Only – the leading trade publication serving the marine industry. Below are some recent articles that have appeared. Though written for the boating industry, the concepts are applicable to many industries.
• “Understanding & Embracing the Pre-Owned Buyer”, October, 2005
For many durable or discretionary products, the used market is often a gateway into the category. This article describes some of the differences between new and used boat buyers and what this difference means for marine marketers.
• “To Reel in Customers, Cast into the Right Spots”, July 2005
Boats, like many big ticket discretionary items, appeal to a relatively small niche of consumers. For this reason, traditional mass advertising approaches are not efficient. This article demonstrates the use of the PRIZM geo-demographic segmentation system to hone in on households that are most likely to purchase your products.
• “Understanding Barriers to Boat Sales”, April 2005
With discretionary products, you often need to go beyond the benefits or motivations for purchase and examine the road blocks or barriers that frequently block the sale. This article identifies the key obstacles that get in the way of boat ownership.
For many durable or discretionary products, the used market is often a gateway into the category. This article describes some of the differences between new and used boat buyers and what this difference means for marine marketers.
• “To Reel in Customers, Cast into the Right Spots”, July 2005
Boats, like many big ticket discretionary items, appeal to a relatively small niche of consumers. For this reason, traditional mass advertising approaches are not efficient. This article demonstrates the use of the PRIZM geo-demographic segmentation system to hone in on households that are most likely to purchase your products.
• “Understanding Barriers to Boat Sales”, April 2005
With discretionary products, you often need to go beyond the benefits or motivations for purchase and examine the road blocks or barriers that frequently block the sale. This article identifies the key obstacles that get in the way of boat ownership.
-----------------------------------------------------------------------------------------------------------------------------------------
Useful Links
Click on any of the following links to access helpful data or publications for marketing and marketing research professionals.
• Census Bureau: www.census.gov
• Council of American Survey Research Organizations (CASRO): www.casro.org
• Personal Watercraft Industry Association: www.pwia.org
• Water Sports Industry Association: www.watersportsindustry.com
• American Sportfishing Association: www.asafishing.org
• Recreational Boating & Fishing Foundation: www.rbff.org
• Fish America Foundation: www.fishamerica.org
• American Fly Fishing Trade Association: www.affta.com
• Outdoor Industry Association: outdoorIndustry.org
• Sporting Goods Manufacturer Association International: www.sgma.com
• Recreational Vehicle Industry Association: www.rvia.org
• Motorcycle Industry Council: www.mic.org
• The All Terrain Vehicle Association: www.atvaonline.com
• SnowSports Industry Association: www.snowsports.org
• Snowsports Industries America: www.thesnowtrade.org
• International Snowmobile Manufacturers Association: www.snowmobile.org
• United States Golf Association: www.usga.org
• Tennis Industry Association: www.tennisindustry.org
• United States Tennis Association: www.usta.com
• Association of Home Appliance Manufacturers: www.aham.org
• The Hand Tools Institute: www.hti.org
• Census Bureau: www.census.gov
Professional Associations
• American Marketing Association: www.marketingpower.com
• Council of American Survey Research Organizations (CASRO): www.casro.org
Trade Associations
• National Marine Manufacturers Association: www.nmma.org
• Personal Watercraft Industry Association: www.pwia.org
• Water Sports Industry Association: www.watersportsindustry.com
• American Sportfishing Association: www.asafishing.org
• Recreational Boating & Fishing Foundation: www.rbff.org
• Fish America Foundation: www.fishamerica.org
• American Fly Fishing Trade Association: www.affta.com
• Outdoor Industry Association: outdoorIndustry.org
• Sporting Goods Manufacturer Association International: www.sgma.com
• Recreational Vehicle Industry Association: www.rvia.org
• Motorcycle Industry Council: www.mic.org
• The All Terrain Vehicle Association: www.atvaonline.com
• SnowSports Industry Association: www.snowsports.org
• Snowsports Industries America: www.thesnowtrade.org
• International Snowmobile Manufacturers Association: www.snowmobile.org
• United States Golf Association: www.usga.org
• Tennis Industry Association: www.tennisindustry.org
• United States Tennis Association: www.usta.com
• Association of Home Appliance Manufacturers: www.aham.org
• The Hand Tools Institute: www.hti.org