Paul Sage – Marketing

Marketing Observations with some Sage Advice

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MARKETING COMMUNICATIONS LEADER skilled at planning, creating, implementing and measuring communications in consumer and business markets. Balanced experience in corporate marketing teams, agencies and independent consulting. Flexible in all media and channels, including offline and online advertising, website optimization, social media, direct marketing, mobile marketing, trade shows, sports and multicultural sponsorships, public relations, sales training and employee communications. Industry experience includes telecom, banking, utilities, business services, building materials and healthcare. Key Capabilities • Marketing Communications Project Management • Marketing Research and Communications Measurement • Agency and Vendor Selection, Direction and Evaluation; Vendor Contract Optimization and Cost Reduction • Writing: Brand Definitions, Creative Briefs, Proposals, Online and Offline Content • Coaching and Training Specialties: Project work for companies, agencies and entrepreneurs looking to define their brands and market themselves. Brand Definition; Creative Brief Development; Agency Selection; Agency Evaluation; Agency Direction; Agency Contract Optimization; Marketing Project Management; Marketing Communications Measurement; Mobile Marketing; Writing Proposals and Social Media Content. Good

Less Than Meets the Eye

I bought this bottle of Gorilla brand Super Glue at Walmart. After unpackaging it and using a few drops, I noticed the bottle was half empty (or half full for the eternal optimists in the room). My first thought was that the product-to-packaging ratio was a merchandising ploy, but it’s not about marketing. It’s about physics. According to the Gorilla Glue Company official Facebook page, “We fill our super glue bottles by weight not by size so they may appear to be half full. Rest assured you have the full amount of glue you paid for. Look for the white fill lines on the cardboard package!” Gorilla Glue’s product information says, “for high performance and usability, the adhesive needs to be protected from air. One way to keep the air out of the adhesive is by packaging it in thick plastic bottles. If the thicker plastic bottle was completely full, it would be too hard to squeeze.”

Lesson learned: Not everybody is out to cheat you. If you trust a brand the way I trust Gorilla Glue Company (their Gorilla tape is world-class), stay loyal. That brand will almost always treat you right.

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