ThinkAbout: Inspirational Verve for Your Product Line!
By Andrea Syverson
About Andrea
Andrea Syverson is a customer-centric listener, connector and creator. As a right and left-brained creative marketing strategist with over 20 years experience, she holds customers in highest regard in all decision-making processes. By actively and intuitively listening to customers, she's created and developed best-selling products across a variety of categories, from gifts and stationery to books to gourmet food to apparel to spirituality, and many in between.
Her clients include large and small companies: Hallmark, Hershey Foods, Ben & Jerry’s, Celestial Seasonings, Wolferman’s and Boston Proper, just to name a few. While she holds an MBA, Andrea acknowledges that her true expertise comes from continuous hands-on customer experiences. Her new book, "BrandAbout: A Seriously Playful Playbook for Passionate Brand-Builders and Merchants," will be out in spring 2010. She's president of IER Partners, a national consulting firm specializing in strategic planning, brand marketing, merchandising, new product development and creative thinking.
Retail Rambles
The Lighter Side of Shipping?
Feb 1, 2012Postage rate increases have gone into effect; consumers want — scratch that — expect free shipping; and don't forget about...
Return on Inventory
How Inventory Planning Supports Marketing Decisions
Jan 27, 2012Many smaller retailers simply don’t believe that improvements in inventory planning will provide enough incremental profit gain for a company...
Shipping Insights
Parcel Rate Increases for 2012
Dec 19, 2011UPS has announced 6.9 percent air increases, partially offset by a 2 percent fuel surcharge reduction. It's also announced a...
Retail Rants & Raves
What I Learned at NRF 2012
Jan 20, 2012The National Retail Federation's Annual Convention & Expo (aka Retail's BIG Show) in New York City wrapped up this past...
Return on Intelligence
The New CompUSA Rights a Wrong
Mar 16, 2011Two weeks ago in my blog, I totally skewered CompUSA and its warranty company (found out it's Assurant Solutions)...
Creating Positive Customer Experiences
A Little Customer Romance Goes a Long Way
Feb 15, 2011It’s the time of year when everyone’s thinking about romance. But did you ever think about how much romance is...
The Power of a Jolt!
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Remember JOLT cola? Back in the 80s it was created as the “espresso of colas” to appeal to a younger market and provide an alternative to coffee. It boldly and memorably promised, “All the sugar and twice the caffeine.” A few years ago it was reformulated into JOLT Energy Drink. Like this turbo-charged beverage, I think merchants have a two-pronged jolt job to do:
- Create great products that give “sudden bursts of energy” to their brands.
- Boldly create positioning and enticing messaging that makes the new product a “must have” for their brand fans.
“Gets You Fit, Faster.
The Trainer One with a Nike DiamondFLX outsole to promote more muscle activation and accelerate results.”
Even those who are feeling a bit lazy this summer or are content with their workout regime are quickly paying attention to something very relevant to their lifestyle: a new shoe that will “get them fit faster.” In just about 20 words, Nike prompts its audience to seriously consider its new shoe if they care about muscle activation and accelerated results.
Product jolts are every merchant's “just do it” this season. How will you jolt your customers?
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