Author Archives: mhbaumk12

About mhbaumk12

Mike Baum has 40 years of experience with all types of direct marketing, has run several companies, spent 25 years as a consultant in franchising and in K-12 education, and currently helps companies find solutions to growth challenges.

Sales & Marketing: dogs & cats?

Lunching with a client a few weeks back, I found myself listening to the challenges she (a marketing person) had working with her sales group.  She loves them and they her, because she’s always providing them with statistics and backup for sales challenges, and … Continue reading

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Kodak moment: Getting the one life-and-death strategic question right

People are drawing all sorts of lessons from Kodak’s Chapter 11 filing.  How does a dominant, “iconic” business slide downhill with such rapidity and finality – even though it invented the technology (digital photography) that remade its industry and caused the company’s … Continue reading

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Lost in the yogurt

Shopping last week with my daughter (and grandchildren) in Chicago.  Looking for Greek-style yogurt amid untold linear feet of refrigerator case wallpapered with little colorful cups of regular yogurt.  Suddenly she pointed to the upper left-hand corner of the case.  “That’s … Continue reading

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Wrong lesson from the gecko?

I’m sure Geico has a marketing research budget larger than the GNP of most small countries, so I hesitate to criticize – but what the heck, I’ll do it anyway.  I think their new TV commercials – e.g., “Does Geico … Continue reading

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If it weren’t for those pesky customers…

During the recent unpleasantness, AKA the Great Recession, lots of retailers cut costs by cutting SKUs.  At some chains, the cost accountants had a field day dumping items with insufficient inventory turns to generate as much annual “rent” for their … Continue reading

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Is “so” the new “well?” Harley-Davidson in speech.

Lately it seems speakers, presenters, and interviewees start every talk, every answer to a question, with “So…”  “Are there any potential toxicity problems with this new treatment?”  “So…that will be addressed in the large-animal clinical trials, but at these concentration … Continue reading

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Long copy sells – the web proves it

During the dot-com era, we often heard: “The web changes everything.”  Probably originated by investment bankers hyping internet IPOs, the phrase nonetheless took hold with marketing people who’ve come to think that 140 characters is just about the attention span … Continue reading

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