At What Price?

by Dr Greg Chapman

When marketing a product or service, businesses find it difficult to set their prices. Too high, and no-one will buy, too low, everyone will buy, but you go broke. So how do you set your prices?

The basic principle of pricing is that you should set your prices as high as the market will allow. But what does that mean?

This means understanding the value you offer compared with your competitors.

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Should you take Business Advice from a Rock Star?

                     by Dr Greg Chapman

The music industry (pre-Covid) is very big business and in staging a major tour, there are many moving parts and even small lapses can end in disaster. One of the biggest and most ground breaking bands of their era was Van Halen with their frontman David Lee Roth, who encapsulated the stereotypical rock and roller. Hard working, hard living and a brand designed to outrage their elders and delight their fans.

That’s not orange juice they’re drinking.

A Great COVID Guarantee

                     by Dr Greg Chapman

Due to the high uncertainties in this time of COVID, people are extremely risk adverse about booking anything requiring in person attendance more than a few days in advance, let alone an interstate conference in November. The risk of lockdowns, lockouts, enforced quarantines is just too great.

However, I received this invitation from the Family Business Association that almost eliminates the risk for attendees.

Ad of the Month – The Story

by Dr Greg Chapman

Suppose you want to convey a lot of information in your ad. Just listing all the features of your product would make a boring ad which most would turn off before they got even halfway through. But if you create an interesting story, and better yet, set it in the old wild west with shades of Blazing Saddles, you get an ad that everyone will watch to the end.