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Ted Judson

Sequel Products:  When Are They a Good Idea?

In most cases, sequel products generate lower revenue than their original versions. Line extensions in new scents or flavors are rarely as successful as the flagship product.  Their sales are not meant to be as robust, as they are line extensions.  This is no less true of movies, where films with ‘two’ or ‘reloaded’ in the title expect to only attract a subset of the original’s audience. With each subsequent sequel, revenues continue to fall.

Of course, there are exceptions to this rule. Video games are an example with which I have extensive experience from my time at EA. The   More...


Tom Cipolla

The Best Buy on Black Friday:  Kick-Starting Holiday Sales

Black Friday is a term marketing executives have come up with to kick-start billions of dollars in holiday sales.  Retailers, both large and small, give their Thanksgiving weekend sales effort an extraordinary push to accomplish two very important goals:Invite retail customers to take advantage of great Thanksgiving weekend prices to increase yearly revenue.  Build customer loyalty.  Retail customers typically reward retailers with their business if the perception of product value and quality and service is consistent with their first experience on Thanksgiving weekend.

Ads touting big discounts are the order of the day, but the second goal, establishing a long-term relationship   More...

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