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Back to School is the second largest retail period of the year. It is also a hectic time. Consumers do not want to be ripped off,and most are looking for deals. Every retailer has a sale,but I think the penny breaks through the clutter. The penny says deal. The fact OfficeMax is consistent in their approach over the past several years bodes well. [...] Watching the Barney Frank confrontation the other day reminded me of advocacy. Advocates are a powerful means of persuasion in marketing. Typically an advocate will be more persuasive than advertising. They are passionate about the product. They talk in consumer,not product terms. Advocates are great —unless they are on the lunatic fringe. [...] | ||
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