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Re Target Market

By Tom Ruwitch

I was at a concert last night and heard some lyrics that made me think: “That’s a great marketing lesson.” (I couldn’t help it. That’s where my mind goes). Here are those lyrics from an old Kris Kristofferson song called “To Beat the Devil:” If you waste your time a talkingTo the people who don’t…

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Sidewalk Cigarette Butts

By Tom Ruwitch

As I entered a quick shop yesterday, I noticed a guy walking out who looked down on his luck. He stopped by the door and pulled from his shirt pocket a half-smoked, crooked cigarette butt. He bent it back into shape, lit up and took a long drag. When I walked out of the store,…

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Car Wash Story

By Tom Ruwitch

A few months ago, I asked my 21-year-old daughter to help me lug trash from the three barrels next to our house to the dumpster in the alley. She was home from college for a couple of weeks, and I thought she could pitch in. She shot me one of those looks that said, “Dad,…

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Podcasting Roundabout (Citing Adam K)

By Tom Ruwitch

My pal Adam Kreitman sent me (and everyone else on his list) a great email today that compared the current frenzy over podcasting to the California Gold Rush. Here’s some of what Adam wrote: “There were a few lucky folks who struck it rich mining for gold. However, the people who really made money during the Gold…

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Which Material For Tote Bags

By Tom Ruwitch

I had a good laugh today while reading an online discussion board for marketers. A puzzled marketer asked the community to weigh in on the best material for tote bags she and her husband would distribute at a trade show. She was leaning toward polypropylene (“feels like soft cloth” and “the cheapest way to go.”)…

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Kotex Classic

By Tom Ruwitch

One of Saturday Night Live’s most popular advertising parodies almost didn’t make it on the air. The fake ad was for “Kotex Classic” — feminine pads described as “the original” and “your mother’s pad.” Some historical context…for the men in the audience or those women too young to remember: Sanitary pads were much bulkier back…

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Visa Tap-to-Pay Ad

By Tom Ruwitch

I keep seeing this television ad promoting “Tap to Pay With Visa.” It touts a feature known as “contactless cards.” You complete a transaction without sliding or inserting your card. Just tap the card on (or wave it over) a reader. No confirmation necessary. No signature required. Tap and you’re done. Card charged. Purchase completed. In the…

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Payless Shoes

By Tom Ruwitch

Earlier this year, a new luxury shoe store opened in a Santa Monica mall. The store, called Palessi, invited fashion writers and other influencers to its grand opening. The fashionistas got first crack at the merchandise. They paid up to $600 for the shoes… …and then they celebrated. One held up a pair and chirped,…

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Thomas Edison Salt

By Tom Ruwitch

Do you sprinkle salt on your food before tasting it? If so, Thomas Edison would not have hired you… …and your marketing might suck. When interviewing job candidates, Edison would offer them a bowl of soup. If they salted the soup without first tasting it, Edison would disqualify the candidate. Edison didn’t want assistants who assumed the…

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Moon Landing Follow-up re: Event Success or Failure?

By Tom Ruwitch

Last month, I told you about conspiracy theorists who tried to “prove” that the moon landings were a hoax. (Here’s that email.) In that email, I noted that many marketers remind me of the conspiracy theorists. They take a couple of facts and paste them together to create a wacky, inaccurate picture. A few weeks ago, my…

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