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October 5, 2008   5 Comments

costco, the long tail, and exposure thory

After reading Elberse’s article and trying to make sense of both the ‘long tail’ model and the ‘theory of exposure’, I wondered if companies like Costco are actually using a hybrid approach to marketing…

Costco is known to never carry more than X number of products in store. If an item doesn’t sell, you won’t see it back on the shelf anytime soon, in fact, it probably won’t be there the next day when you decide you actually want to buy it.

On the other hand, Costco online offers many products that might be referred to as ‘niche’ products… these products often can’t be found in stores…

My question is: is Costco applying an exposure approach in-stores, and a long tail approach online then?

Makes sense to me, bulk sell as much as you can where the overhead is high, but still catch the whimsical buyer where the overhead is low…

October 5, 2008   2 Comments

5 Minutes of Fame

Hi everyone,

Here’s an interesting web site, and presentation, that I picked up from my 511 course.  It is part of a larger and equally interesting initiative called Ignite Philly whose premise is this…

“If you had five minutes on stage what would you say?  What if you only got 20 slides and they rotated automatically after 15 seconds? …”

Take a look at the speech given by Steve Welch from DreamIt Ventures.  He offers up some thoughtful suggestions for both getting a business off the ground and developing a successful pitch, not to mention the presentation itself is a pitch.

Many other good speeches/pitches to enjoy as well!


October 5, 2008   1 Comment