What makes a company successful?...

... delivering products and services that are relevant and create impact among consumers.

I combine my expertise as a Marketing executive in a Fortune 500 company and my passion as an investor to find the Companies that I think have "cracked the code" with consumers. Advertising does work. When I see a new product that fits relevant consumer trends, and that is supported with a campaign that I find particularly shrewd and innovative, I know that Company is potentially a great investment.

One of the great investors of all times, Peter Lynch, recommends to "buy what you know". You watch TV, go to the supermarket and walk around everyday. Observe... look around: what you see can make you money in the stock market. Now, let's be clear: a Company is not good just because it advertises. What we have to look for is great products supported with -and enhanced by- great advertising. The principle is simple: if something is good enough to draw your interest, it will be of interest to millions of persons just like you.

It is my goal to share with the reader my findings in the world of marketing which I think will turn into great returns for investors. Profit from it!

Friday, March 5, 2010

Home Depot: making "we can help" real

Several months ago, I stopped by the Home Depot (HD) to buy a few supplies for one of those DIY projects I embark upon once in a while. I have to say that, up to that point, I had a preference for Lowe's (LOW), which I found to be somewhat more pleasant to shop at. That day, something had changed at Home Depot. It wasn't the layout, it wasn't the product array. That day, I was greeted at the door and asked if I needed any help. On my way to the aisle where the product I was looking for was located, every single employee I encountered courteously asked me if they could be of any assistance, if everything was alright and let me know that they were available if I had any question. Not only that, but suddenly, I could find an associate almost immediately anywhere in the store. I felt good. I felt acknowledged and sincerely appreciated. I was so impressed, that I stopped one of the associates and told him that, whatever they had changed, it was working and offered my congratulations. Enough to say, Home Depot is my first choice ever since that day. I also bought shares of the company. That level of service is still there. Home Depot realized that for a consumer, the shopping experience goes beyond finding the right product at a good price. A remarkable shopping experience includes making the consumer feel good and reassured. Home Depot has understood what many companies fail to see: that a marketing proposition -"You can do it. We can help" in their case- is more than an empty slogan. It is a promise that needs to guide everything they do. Deliver on it, and your customers will reward you. Home Depot's share price is a proof of that. This renewed focus on service and delivering a supeb shopping experience will continue to fuel their growth.
They can do it. Help yourself investing in Home Depot!
Disclosure: I own shares of Home Depot