Author Archives: Kamron Karington

2009 March: Best Foot Forward

2009 March: Best Foot Forward

An epic chain reaction has seized the entire planet. This will most likely be the ugliest financial fall-out most people have ever seen. Today alone, 11 pizzerias will slam their doors shut forever. A shake-out like the one gripping the entire world right now will take the weak players first. But even good operators willMore »

2009 February: Budget Crunch

2009 February: Budget Crunch

There’s an old rule of thumb that a marketing budget and rent should be 12 percent of total sales. The theory is that if you have low rent, say 5 percent of sales, you are in a less desirable location and need to advertise more to make up for it. On the other hand, aMore »

2009 February: Marketing Matters

2009 February: Marketing Matters

Nancy and I just returned from an amazing adventure. We traveled to Tokyo, Beijing, Moscow, Amsterdam and Paris. Now, call me funny, but I rarely buy souvenirs while traveling. Just never have. While some people have display cases packed with trinkets from every journey, all I buy are a few postcards because they look betterMore »

2009 January: The Tech Edge

2009 January: The Tech Edge

How many different yellow page books are available in your town? What does a decent size ad cost in one of them? What does a full-blown, fl ash animated Web site with video and online ordering cost? Would you be surprised if I told you about $35 to $60 a month? It’s easy to getMore »

2009 January: Marketing Matters

2009 January: Marketing Matters

Barking dogs are a top neighborhood irritant. Why? Because you cannot close your ears like you can close your eyes. Likewise, an obnoxious odor can immediately reverse your direction as though you were shot backwards from a catapult. The opposite is also true … seductive words and a dreamy aroma can invade your mind andMore »

2010 April: Marketing Matters

2010 April: Marketing Matters

Guess what? Average per capita consumption of coffee is half of what it was in the 1940s. That’s right. Coffee consumption actually started declining in the middle of the last century in spite of lower and lower prices, and greater and greater availability. As coffee became available everywhere from convenience stores to vending machines, competitionMore »

2010 March: Marketing Matters

2010 March: Marketing Matters

If you had the opportunity to sit down with the man who predicted the stock market crash of 1987, the fall of the Soviet empire, the bursting of the dot com bubble, the real estate collapse, and even the bottled water and gourmet coffee craze, what would you ask him?     Well, I askedMore »

2010 February: Marketing Matters

2010 February: Marketing Matters

New Year’s Eve rang in more than a fresh year. It also rang in the ascent of the “Net” generation (they’re the ones wielding Blackberries). They now outnumber Baby Boomers — and your marketing will need to adapt quickly. In a recent conversation with Eric Qualman, a social media expert and author of the bookMore »

2010 January: Marketing Matters

2010 January: Marketing Matters

AOL built an empire. Google blindsided Microsoft. YouTube (a company that never earned a penny) commanded a $1.65 billion price tag. What is the secret behind these and countless other unfathomable success stories? In a word: “Free.” AOL sent millions and millions of free CDs offering a free trial of their service. Once people gotMore »