strategy Tag



by Freddy Tran Nager, Founder of Atomic Tango + Long Tail Marketing Enthusiast… Customer: Do you have “I Just Called To Say I Love You”? Barry: Yes. Customer: Can I have it? Barry: No. Customer: Why not? Barry: Because it’s tacky sentimental crap that’s why. Do we look like a store that would sell that song? Do you even know your daughter, there’s no way she likes that song. Oh I’m sorry, is she in a coma? — from “High Fidelity,” the movie A buddy and I were reminiscing aboutRead More
the end of free
by Freddy Tran Nager, Founder of Atomic Tango + Guy Who Believes Everything Worthwhile Has A Price… Just over a year ago, editor Chris Anderson of Wired magazine proudly proclaimed that the future would be free, an argument based partially on ad-supported free sites like NYTimes.com. Of course, it was hard to take this manifesto seriously since Wired still charges for their magazine (cover price $4.99). It was also misleading because it appeared during the height of the second dotcom bubble, when most of the free websites and services weren’tRead More
Plus: Why “Price” isn’t Just a Number on a Sticker by Freddy J. Nager, Founder & Fusion Director, Atomic Tango LLC Tough times like these separate the plucky from the certifiably pluckless. Plucky companies see economic turmoil as a ripe opportunity to crush weaker competitors. The pluckless see a shrinking economy and resort to shrinkage themselves: they reduce their services and their advertising till they’re but a shriveled ball of what they once were…Read More
all the buzz
by Freddy Tran Nager, Founder of Atomic Tango + Social Media Realist; bee photo by Rowan Heuvel on Unsplash… I recently had lunch with an entrepreneur to discuss her marketing problems. She had launched her company with a PR campaign, and the initial results were spectacular, with major media coverage and a torrent of traffic to her site. But that torrent dried to a trickle as the press and consumers lost interest. In just a couple of years her company had become “old news.” Since her operations were now suckingRead More
Meryvns' "Declare Your Style" Campaign
by Freddy Tran Nager, Founder of Atomic Tango LLC + Marketing Forensics Practitioner… As an L.A. interactive-media guy, I’m expected to blog about sexy new developments online or in Hollywood, but today I’m writing about Mervyns department store. And, yes, that’s the only time you’ll ever see the words “sexy” and “Mervyns” in the same sentence. Ah, I see I just lost 98% of this article’s readers, which reflects the same percentage of consumers who couldn’t care less about the fashion retailer. And that explains why Mervyns recently declared bankruptcy.Read More
BCG Matrix
by Freddy Tran Nager, Founder of Atomic Tango + Occasional Dog Lover; image from NetMBA.com… When the economy gets rough, many businesses cut their marketing. Now, as a devoted reader of this blog, you know that’s a big mistake. The best time to launch a full-on marketing offensive is when the competition is crying and cowering like Dick Cheney during a terrorist attack. But, alas, you have no choice. Most of your cash is going to fixed costs, like rent. So a cutting we go — but where? Do youRead More
listening to customers
by Freddy Tran Nager, Founder of Atomic Tango + Frequent Customer… Last week I hit the Digital Media Summit in the coolly atmospheric Hollywood Roosevelt Hotel. There I heard speakers so intently spinning facts and sidestepping questions, I thought I was watching a Bush administration press conference… My favorite line came from a Hollywood agent who clearly graduated from the Donald Rumsfeld School of Verbal Contortion. One of his clients is Anhueser-Busch, and when asked why Bud’s Hindenburg-sized venture bud.tv failed, he responded, “Did they really fail or did theyRead More
When the economy slows to the speed of a three-toed sloth after one too many hash brownies, the knee-jerk reaction by most marketers is to reduce ad expenditures. For some brands, however, a recession presents sweet juicy opportunities that call for increased spending. Really. And no, I’m not hitting on those brownies myself…Read More
One company’s tumble is another company’s primo opportunity — if that opportunity is approached creatively. Here’s a brilliant example from this week’s business pages…Read More
Pricing During A Recession
by Freddy Tran Nager, Founder of Atomic Tango + Survivor of Multiple Recessions; photo by Ed Yourdon via Wikimedia Commons… When the economy is singing the hardcore blues — kind of like now — many businesses feel tempted to lower their prices. But lowering prices creates three problems: It sends the message that you’ve been ripping off your customers all this time. It means you’ll have difficulty increasing your prices to “normal levels” when the economy starts jamming again. It kills your profit margins, so you won’t have the cashRead More