11 August 2009 - 9:14The Last Mile – Where Marketers Stop Short

It pains me to see when brands spend tons of $$$ on expensive media launch budgets, only to overlook the actual in-store experience. This great article from Jon Fine at BusinessWeek helps sum up some recent attention to completing the sales chain.  http://tinyurl.com/nbow5e

Arthur adds his two cents in his posted response:

“This trend is not new but in recent years Silicon valley understood better that your customer or sales force can and will become the most powerful brand evangelist. That pushed every brand to start thinking differently on how to launch their product or even present /design their own offering…innovation resides also in the way you go to market a big media buy is great if you can afford it otherwise focus on the last mile when launching your product the return can be much more powerful.”