tag:blogger.com,1999:blog-6481170997701398875.post6594146689242443283..comments2023-11-03T03:01:35.722-07:00Comments on unpressable buttons: Marketing by Not AdvertisingDave Gustafsonhttp://www.blogger.com/profile/07398956504581258498noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-6481170997701398875.post-26281669952602504732007-09-05T23:11:00.000-07:002007-09-05T23:11:00.000-07:00Yup, I think you've got it just right! And just i...Yup, I think you've got it just right! And just imagine that if this approach took off, the cacophony of ads in which we live may finally begin to quiet down...Dave Gustafsonhttps://www.blogger.com/profile/07398956504581258498noreply@blogger.comtag:blogger.com,1999:blog-6481170997701398875.post-77010422965331124142007-09-05T22:20:00.000-07:002007-09-05T22:20:00.000-07:00Oh, I wasn't advocating a whole pie chart, but i f...Oh, I wasn't advocating a whole pie chart, but i feel something that nice and salient like, "Did you know that on average $1 out of every $5 of retail price goes to pay for advertising budgets?"<BR/><BR/>Something easy, like www.thesecomefromtrees.com states on their stickers: "This sticker can save up to 100 pounds of paper a year."<BR/><BR/>Easy, to the point, and believable.Pete Kazanjyhttps://www.blogger.com/profile/10996342893433075410noreply@blogger.comtag:blogger.com,1999:blog-6481170997701398875.post-73110184139877471282007-09-04T21:34:00.000-07:002007-09-04T21:34:00.000-07:00Pete, some very cogent points! I agree that the s...Pete, some very cogent points! I agree that the space on the packaging itself is the proper place to make the no-ad argument, but I'm not sure I agree with the need to educate rather than relying on prior knowledge - or at least a gut feeling - of the cost of advertising to consumers. At least, it would have to be done in a very "for dummies" kind of way: "Did you know that you pay $5 more for other sunscreens because of how much money they spend on ads?" Though the whole spiel about raw materials, G&A, retailer margin, etc, may appeal to number jockeys like you and me, it may be a bit heavy for store-aisle reading...Dave Gustafsonhttps://www.blogger.com/profile/07398956504581258498noreply@blogger.comtag:blogger.com,1999:blog-6481170997701398875.post-85419096672842537382007-09-04T17:21:00.000-07:002007-09-04T17:21:00.000-07:00I always thought that their business model hinged ...I always thought that their business model hinged on educating the consumer/ would-be buyer about what a large chunk of margin goes to advertising expense.<BR/><BR/>I feel that the opportunity to present that argument is on the actual bottle of sunscreen / aloe (that's what i have--No-Ad aloe).<BR/><BR/>If you could delineate what proportion of the $5 the customer's looking at paying for Coppertone or Banana Boat, or whatever, goes to raw materials, G&A, retailer margin, and, of course, advertising, you could show exactly what part you were passing on to the customer (e.g., $50, let's say) <BR/><BR/>I haven't looked at the packaging lately, but last time I did, that argument wasn't all that salient, relying more on user prior-knowledge, which is a shaky bet.Pete Kazanjyhttps://www.blogger.com/profile/10996342893433075410noreply@blogger.com