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have over 34 books to chose from ranging from fiction to memoirs
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a collection of casual essays and hilarious stories that will
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This is the 70th issue of The Better Mousetrap.
We have archived the most recent issues on our web site. It
is easy to review them. Just click
here for the list or go to the Cheshire
Group web site and click on the link that says "Newsletter
field has its Language—a rich organic compost heap of
terms, concepts and jargon. Consider the lexicon of the internet
for instance—URL, cookie, server, spam. It's hard to
know if you're in cyberspace or the corner diner.
Well, marketing has a lingo
too. And we've made up a list of marketing expressions and
phrases—some old, some new. You gotta stay current,
Peer Marketing: The
strategy of marketing directly to your users then using their
product satisfaction to leverage influence with the other
users and with the press.
Stealth Beers: Brands
of beer that are marketed as if they were micro-brewery products
when they are actually made by beer-making giants.
Takes its name from the way information gets to the target.
If you ask for it, it's pull. If you receive it unasked, it
is push. Examples: Pull: the web, response cards, subscription
forms. Push: direct mail, telephone solicitation, magazine
The strategy of building unswerving loyalty within your customer
base so when they buy in the future, they naturally stay with
A three-step process that offers an open-ended approach to
strategic and creative issues. It examines conventional marketing
thought (which has been conditioned by biases), looks for
a larger picture (this is the disruption), then visions new,
more ambitious marketing schemes.
To pressure consumers to replace their cars each year or so,
General Motors introduced state-of-the-art designs that suddenly
looked like cold mashed potatoes when the next year's car
crop came in. " The simplest way to assure sales is to
keep changing the product," so said GM VP of Research
Strategic Inflection Point:
Term coined by Andy Grove, Intel president and author of Only
The Paranoid Survive. It means the point in a company's
life when business is about to change because the fundamental
forces acting upon it are changing dramatically. After such
a point, the business may take a quantum leap forward or may
sink under the weight of its own inflexibility.
Itch Cycle: Tom Hopkins,
author of Selling for Dummies, came up with this
one. It's the period of time, after a customer has bought
from you and when he is particularly receptive to making another
commitment to you.
THE TABLES ON TOUGH LUCK.
you were running a small boutique ice cream company and you
couldn't get your product placed in stores. Snooping around
to find out why, you discover that a mega-ice cream company
is trying to block independent dealers from carrying your
product. What would you do?
Here's what Fred Lager did.
The year is 1984. Ben &
Jerry's is the boutique shop, Fred "Chico"
Lager is president and CEO and Pillsbury Co.—which owns,
Haagen-Dazs—is the mega bully.
Lager reports that Ben &
Jerry's was able to turn the situation to their advantage
with one, single sentence. They publicly asked a question.
What was the Doughboy afraid
This country still has an ethic
of fair play and nobody likes a bully. Ben & Jerry's David
and Goliath situation got tremendous publicity. And along
with it came brand recognition—far more brand awareness
than Ben & Jerry's could have afforded to buy in ad dollars.
Moral: If you haven't got a
big budget for brand awareness, hope that a bully comes along
looking for you.
more about this story go to Amazon.com and get a copy of "Ben
& Jerry's: The Inside Scoop: How Two Real Guys Built a
Business with a Social Conscience and a Sense of Humor.
How many fatalists does it take to screw in a lightbulb?
What does it matter? It's just going to burn out again
2. How many psychiatrists does
it take to change a lightbulb?
Only one. But the bulb has to really want to be changed.
3. How many Harvard students
does it take to screw in a lightbulb?
Just one. The student holds the lightbulb and the universe
revolves around him.
4. How many bureaucrats does
to take to change a lightbulb?
One hundred. One to change the bulb and 99 to write
the environmental impact report.
5. How many mystery writers
does it take to change a lightbulb?
Two. One to screw it in most of the way and another
to give it a surprise twist at the end.
6. How many board meetings does
it take to get a lightbulb
This topic was resumed from last week's discussion but
is incomplete pending resolution of some action items.
It will be continued next week. Meanwhile...
7. How many college football
players does it take to change a lightbulb?
One. And he gets three credits for it.
8. How many chiropractors does it take to change a lightbulb?
Only one. But it takes six visits.
9. How many Apple vice-presidents
does it take to change a lightbulb?
That's proprietary information. The answer is available
from Apple on payment of a license fee.
10. How many archaeologists
does it take to screw in a lightbulb?
One team. But they'll label every piece
of the old one, mark its location in the room and write
a detailed description before determining that it was
used to store cornmeal.
ABCs OF BUSINESS-PART IX.
A Modern Glossary for Workplace Survival
corrupts, and absolute power corrupts absolutely. Big deal.
It's good to have some. Quite a few people can't manage it
very well, but these tend to be egomaniacs with a thin shell
of grandiosity. Unalloyed with ambivalence or conscience,
it may also be evil. And although there are certainly evil
people, the vast majority of harm is done by decent people
convinced of the absolute correctness of their positions.
All is why you may be fired some day
they say, is a dish served cold, It is also delicious raw,
slow-cooked in a Dutch oven parboiled, baked and fricasseed.
is what they pay wage slaves. Successful players receive compensation.
That includes goodies that people who simply receive a salary
know not of. When you hear that a beneficent executive has
voluntarily decided to receive just one lone dollar in salary
find out how many options and Restricted Stock Units he or
she is receiving. It can be a nauseating sight.
in the Wall Street Journal
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Hangover is The Wrath of Grapes."
Ideas Are So Absurd that Only Intellectuals Believe
Is The Mother of Fools."
is No Excuse to be Bored. Sad, Yes. Angry, Yes.
Crazy, Yes. But There is No Excuse for Boredom,
a better mouse-trap and the world will beat a path to your
Ralph Waldo Emerson
can build it but they don't have to come. Let your
market know the product is there.
BETTER MOUSE- TRAP helps you do it. To do it even better
call The Cheshire Group at
978 475-1478 or visit us at: