Thinking

RECENT INSIGHTS

Eyeflow: How do people scan your site? blog image

Eyeflow: How do people scan your site?

Posted on

It takes 1/5 of a second for someone to form an impression of your site. In another 2.6 seconds, they will have located the content that interests them. In that time span of 2.8 seconds the user has scanned the page, made some judgments, and is ready to move deeper into your site. Or move […]

Read the full article 

How to sell really expensive things on a website blog image

How to sell really expensive things on a website

Posted on

Nonsense, poopypants. True, in the earlier days of the web, when it came to big-ticket retail purchases online, a brand’s site could move the target deeper into the sales cycle, but closing the deal was out of the question. Items like luxury watches, premium appliances, and other high-end merchandise needed to be sold in person, […]

Read the full article 

Revisiting the role of audio in branding blog image

Revisiting the role of audio in branding

Posted on

Did you hear about the Zoe Kravitz Super Bowl ad for Michelob Ultra? The spot uses the sounds of near-silence – whispers, tapping finger nails, carbonated fizzing – to draw viewers into the ad by their ears as much as their eyes. The auditory phenomenon Michelob was leveraging is called ASRM, or Autonomous Sensory Meridian […]

Read the full article 

Boat Brands Have An Identity Crisis blog image

Boat Brands Have An Identity Crisis

Posted on

To B2B or not to B2B: That is the question Many boating brands that sell to consumers as well as other businesses still feel like they’re facing an existential crisis: Are we primarily a B2B brand or a B2C brand? Our view: It’s a false choice. The idea that commercial-industrial brands should have fundamentally different […]

Read the full article 

How To Market Boating To Millennials blog image

How To Market Boating To Millennials

Posted on

Power boat OEMs fear Millennials, and they should. According to Boating Industry, affordability is a top 2018 concern for OEMs (and it has been for years). When it comes to Millennials, concerns about cost of boat ownership are justified. Millennials remember the meltdown of 2008 and are skeptical of chronically costly activities involving debt and […]

Read the full article 

Waste in Marketing blog image

Waste in Marketing

Posted on

Marketers wake up to the pain of misspent resources A really disturbing recent study of 1000+ EU marketers reported that, on average, they waste 26% of their annual budget on “the wrong channels or strategies.” In other words, more than a quarter of their budget is gone and unrecoverable. In four years time, an entire […]

Read the full article