pricing
No guts, no glory: BigFix’s New Deal
The ad in The Economist sure caught my eye: a full, red-white-and-blue bunting-wreathed page with the screaming headline YES YOU CAN, and a complete poke in the chest of their competitors.
Times are tough all over….So why continue to bail out Altiris, LanDESK, Microsoft, McAfee, and Symantec? They’ve been delivering sub-par products for years, along with [...]
It’s so much more fun this way
I’ve had a long career in B2B technology marketing, and I must admit it’s often been a struggle to explain the value of the products I’ve marketed. Especially when that value was - at least to most of our customers and prospects - in stark contrast to the prices we were charging. That, or the [...]
User-friendly pricing
I’m working with a client that’s about to come out with a new pricing structure.
I’ve had nothing to do with the pricing, but I am participating in the customer briefings in which they unveil their new pricing, along side the next-gen of their product suite. And boy, did they get it right. In one move, [...]
Pricing is an incentive. Make sure it’s the right one.
By now everybody’s heard about American Airlines and their new $15 fee for any checked bag, and the reaction has been almost universally negative. This is in part because nobody ever likes to be told that something that was free no longer is. But American’s move, which might be matched by other airlines, raises some [...]
Marketing genius from Long Island City, NY
I love this sign. Read the whole thing.
Pricing: think structure and transparency as well as amount
People are price conscious. But they’re not just conscious of the total amount you want them to spend with you.
Mary Schmidt, one of my favorite marketing bloggers*, wrote about a $25 magazine subscription that costs $29 (and thus was not purchased). It’s a simple concept: when you tell someone what your product costs, it should [...]
