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Author Archives: philbernstein
How a Shoe Store Owner Gets Free Facebook Advertising
I was meeting with the owner of an upscale ladies boutique in a southeastern state. Although the store sold all manner of women’s clothing, the largest revenue driver was shoes. Apparently, ladies love shoes. Who knew? The conversation had just … Continue reading
Posted in Advertising, Customer Loyalty, Marketing, Media, Phil Bernstein, Social media
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Another Nail in the Yellow Pages Coffin
Recently a television Account Executive in Iowa brought me a copy of the local YellowBook – one of the two “major” phone directories in that part of the state. She showed me an ad that appears just inside the front … Continue reading
A Sales Lesson From Mitt Romney
The #1 competitor you face today isn’t another company. It’s the customer’s decision to do nothing, to make no change at all…The value they perceive that you offer isn’t big enough to offset what they think it will cost to … Continue reading
NFL Referee Edition: Marketing Ripped From the Headlines
Here’s a terrific example of a medical practice capitalizing on current events: A Green Bay Lasik doctor is offering free lasik surgery to the replacement referees who blew the “touchdown” call at the end of the Packers/Seahawks game. Dr. Christopher … Continue reading
Posted in Advertising, Marketing, Media, Press Releases, Promotions
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What a Nigerian Prince Can Teach You About Marketing
If you have an email address, you have undoubtedly received several variations of the “Nigerian scam” over the years. This is a message purporting to be from someone representing a high official in that African nation. There is a big … Continue reading
Posted in Advertising, Copywriting, Marketing, Phil Bernstein, Sales
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No Escape: Guess Where Advertisers Will Find You Now?
Advertising on men’s room walls is not uncommon. But Michigan’s Office of Highway Safety Planning has moved their messaging just a little bit lower. According to the Detroit News, Michigan officials are distributing 400 Interactive Urinal Communicators — in layman’s … Continue reading
Posted in Advertising, Marketing, Media, Phil Bernstein
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The Portland Media Documentary
To start with, a disclosure — an interview with me appears in this documentary. The American news media world underwent some seismic changes between 2009 and 2011. These changes happened everywhere… big markets and small markets; big companies and small … Continue reading
Posted in Media, Phil Bernstein, Portland
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“Showrooming” in Reverse How Online Shopping and Research Can Benefit a Bricks-and-Mortar Business
One of the biggest threats to brick-and-mortar retailers in 2012 is “Showrooming”: consumers who walk into a store with a smartphone to look at merchandise and make use of the expertise of the staff… and then make their purchase online … Continue reading
Posted in Customer Loyalty, Customer Service, Marketing, Phil Bernstein, Sales
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Why Subtlety Doesn’t Work Anymore
A couple of years ago, author/public speaker/comedian Andy Nulman wrote a blog post discussing his challenges as he gets up in front of an audience: “The Internet has changed everything. It has contracted attention spans to an almost ridiculously-microscopic measure, and … Continue reading
How NOT To Do an Email Campaign
I’m a member of a local Toastmasters group in my hometown of Portland, Oregon, and recommend Toastmasters to anyone who wants to get better at public speaking or presentation skills. Toastmasters International has, over the years, come up with a … Continue reading
Posted in Advertising, Copywriting, Marketing, Media, Phil Bernstein, Public Relations
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