Gerry Summers | Want a bigger piece of a smaller pie? Stop branding and demonstrate value to your current and future customers.
Apr
9
2009
9
2009
Feb
3
2009
3
2009
Value: The New Consumer Definition
Today, where consumers choose to shop is very dependent on whom they believe offers the greatest value. The key, however, is to recognize that how shoppers define Value has changed – as have their definitions of Quality, Service, Selection, Store Conditions, Convenience and even Low Prices.
HOW HAS CONSUMERS’ VALUE EQUATION CHANGED?
Price
Yesterday: 60% of shoppers” ID’ed [...]
Oct
15
2008
15
2008
Holiday Sales And Beyond
The many events over the past few months, particularly those in recent weeks, will have a profound and long lasting effect on consumer shopping habits. Here are a few quick points.
Research tells us that these are troubled times…potential financial collapse, high gas prices, big-business closings, mortgage foreclosures, and more, have created a seismic shift in [...]
Mar
7
2007
7
2007
Measuring Results from a Multimedia Marketing Plan
Our clients report that all of the drastic changes in consumer media usage has caused them confusion about how to measure retail mutli-media electronic advertising campaigns.
If you are the advertiser, you may have even already discovered that the old standby measurement tool, the customer survey, is becoming irrelevant due to the fact that your consumer [...]
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ESA & Company is the nation's premier retail advertising consultancy. Founded in 1981, the firm works in over 70 U.S. media markets with thousands of local advertisers each calendar year. ESA campaigns are designed to deliver market share gains with a declining cost of new customer acquisition.