by Cari Sass How much do you dread those annoying sales calls? The ones where you can’t even get a word in to explain that you’re not interested or that what they are selling does not meet your need? As the end of the year approaches, these types of calls seem to ramp up. When … Read More
marketing
63. Use bag stuffers
By Jenny Kosek for our 99 Ways to Make a Positive Difference in Your Pharmacy blog series “And I’m just tucking into your bag a little reminder that we’re having a Fall product sale next month, so come on in and check that out,” the smiling salesgirl said, waving a brightly colored postcard in front … Read More
Branded together
By Dave Wendland Can a brand have a personality? Yes! A corporation, a product, even an individual has an opportunity to be “branded.” My definition – not dissimilar from others far more learned than me – is simple. Brand identity is what people say about you or your product after you’ve left the room. So, … Read More
Market research = insurance against bad decisions
by Amy Kasza Advertising legend David Ogilvy once shared this gem to remind marketers of their responsibility to base their decisions on sound research: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” Yet the “new normal” of retail and consumer goods economics that shocked us all in early 2009 … Read More
The value of your brand — part two
by Megan Moyer In my previous post I talked about the importance of explicitly defining your brand from the outset and offered some things to think about when identifying the attributes you want your product to be known for. Today, I’m going to focus on how a well-established brand saves time by guiding marketing and sales … Read More
Choose your social media platforms strategically for best ROI
by Jenny Kosek Visit the website of one of your favorite brands. How many social media connect-to icons are plastered on the front page? Just Twitter and Facebook? Twitter, Facebook, Pinterest? Or do you see a dozen icons just begging you to connect? Just because the platform exists does not mean it’s worth your time and … Read More
The value of your brand — part one
Posted by Megan Moyer There are a lot of companies that struggle to find success with a new product introduction. While there can be any number of contributing factors to success or failure, one that is avoidable with proper planning and focus (and is most important!) is knowing and carrying through the value of your brand. I see … Read More
A tradeshow display is a terrible thing to waste
by Jenny Kosek If you’re going to a trade show or a large-scale buyer’s meeting, you need to set a scene that tells everyone what your product is, what your brand is about, and what sets you apart from the competition in seconds. How? With a great display. Approach your trade show display from a theatrical … Read More
We learned a lot in 2013; let’s use it in 2014
Posted by Jenny KosekThe Pew Internet and American Life Project recently released results of a Social Media Update survey conducted in 2013. Some interesting findings: 73% of online adults use social networking sites 45% of Internet users over age 65 use Facebook Women favor Facebook, Instagram, and Pinterest; men favor Facebook, Twitter, and LinkedIn LinkedIn is … Read More
Looking back: top posts of 2013
Behind the Shelf is looking back on our most-viewed posts of 2013. Revisit your favorites, or discover our insights and observations for the first time. The Dollars and the Indies: Pt. 1 Mandatory mail order — indie pharmacy’s biggest front-end competitor Finding the local pharmacy Empty chairs and empty tables Connecting the dots Interview with health coach and … Read More