PPB March 2015

Milkshake Marketing

noun:

A sales strategy that emphasizes consumer needs over demographics

The milkshake marketing theory suggests consumers don’t actually buy

goods based on their age, education level or other market segment. Rather,

customers “hire” goods according to the jobs they need done. Clayton M.

Christensen, the Harvard Business School professor who coined the term,

says evaluating products based on function originates from a company’s com-

petitors or employees, whereas milkshake marketing is based on customers’

points of view.

76 •

PPB

• MARCH 2015

THINK

FAST FORWARD

Are you a morning person? Sixty-three percent of

advertising and marketing executives feel most produc-

tive in the first part of the day, and 72 percent are most

creative before noon. Here are five tips for making the

most of your am, from jobs agency The Creative Group.

1. Make a plan.

Spend 10 minutes at the

beginning of each day (or the evening before)

creating a realistic to-do list for the day ahead.

Prioritize tasks that are the most time-sensitive and

important to the business and plan the next eight hours

around them.

2. Sharpen your focus.

People are more effi-

cient when working for an extended period in

the same mental mode, as opposed to chang-

ing gears frequently. Try to cluster tasks that require

similar effort or resources in the same time frame.

BIZWORDS

RISE AND SHINE AT WORK

©™®™©™®™©™®™©™®™©™®™©™®™©™®™©™®™©™®™©™®™©™®™©™®™©™®™©™®™©

Unless you have express consent from

pop star Taylor Swift, phrases from her

2014 album “1989” may not be used

commercially. The restricted phrases

include “

Party Like It’s 1989

,” “

This

Sick Beat

,” “

’Cause We Never Go

Out of Style

,” “

Could Show You

Incredible Things

,” and “

Nice to

Meet You, Where You Been?

” Swift

applied for and received federal trade-

mark protection for these phrases,

which grants her the right to sue any-

one who uses them without permis-

sion. So shake off the urge to go put-

ting them on t-shirts, okay?

FEATUREFLASH / SHUTTERSTOCK.COM

You May

Not

Party Like It’s 1989