What Is Your Competitor Up To? Obvious and Little-known Research Techniques
He would thereupon unleash a killer PowerPoint presentation entirely devoted to what his agency could do for that specific company. By the 10th screen, the potential client was salivating. By the 20th screen, the agency had a new client.
Whenever You Fly, Take a SkyMall Catalog to Study
In terms of consumer market research into merchandise and retail trends, nothing beats the SkyMall catalog found in the seat pockets of airliners. Here are actual pages from dozens of top catalogs—the design, copy, pricing and merchandise selection. These are the best-selling items that bring in the most business and are presented in the most powerful way.
When I was writing for Catalog Success magazine, I once did painstaking analysis and matrix of an entire SkyMall catalog—by category, by item, by price point. Although identical items aren’t permitted to run in the same book, equivalent pieces of merchandise are to be found. In the issue I analyzed, the most popular item—believe it or not—was nose-hair clippers. A total of seven were being offered from various catalogers. This said a lot about America’s mania for personal grooming and hygiene. Through SkyMall, you can frequently discover what’s hot and what’s not long before the retail numbers have been collected.