Matthew A. Gilbert, MBA | Source | Lecturer of Marketing at Coastal Carolina University
Matthew A. Gilbert, MBA
Matthew A. Gilbert, MBA, is a lecturer of marketing at Coastal Carolina University, teaching courses in advertising, personal selling, and principles of marketing. His academic research focuses on artificial intelligence, marketing technology, the sharing economy, social media marketing, and sports marketing. A charismatic communicator, he facilitated professional development workshops and delivered three TEDx Talks. He is a prolific writer who has published articles, book chapters, short stories, and textbooks. As a consultant, he crafts marketing content, creates business curriculum, and composes professional communications.
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Coastal Carolina University (https://www.coastal.edu)
Lecturer of Marketing
started Aug 2020
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Black Friday: Study reveals retailers with best deals (Newsweek)
The article analyzes a study revealing the top retailers for Black Friday discounts, highlighting that JCPenney and Macy's offer some of the most significant price reductions. I emphasized that consumers should focus on value rather than just discounts, as inflated pre-sale prices or lower-quality items can undermine the actual benefits of these deals.
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The Unstoppable Rise of Shrinkflation (The Food Institute)
The article discusses the increasing prevalence of shrinkflation, where companies reduce product sizes while maintaining prices, as a strategy to manage rising costs without alarming consumers. I pointed out that shrinkflation can erode consumer trust over time, emphasizing the importance of transparency and value-based communication to maintain brand loyalty amidst this practice.
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Best Things to Buy on Black Friday (2024) (WalletHub)
The article examines the best and worst items to purchase during Black Friday sales, providing insights to help consumers make informed decisions. I emphasized the importance of thorough research and strategic planning to maximize savings and avoid common pitfalls during the shopping season.
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Online Sales to Dominate Black Friday/Cyber Monday 2023
Matthew predicts online sales will surpass in-store shopping, with 64% planning to shop online. Despite inflation, holiday purchases remain strong. "Consumers will likely buy necessities to take advantage of the better prices," he notes, as early sales shift focus from gifts to essentials. -
Shrinkflation: Why It Persists and How Consumers Can Fight Back
Matthew says shrinkflation, a "passive-aggressive price increase," persists as manufacturers lack financial incentive to stop. Consumers can fight back by not buying reduced products. For example, Tropicana's bottle redesign led to a 19.2% sales drop. The power of the pocketbook remains the most effective tool against shrinkflation. -
Storytelling: A Key to Enhancing Senior Care Marketing
Matthew emphasizes storytelling as the core of marketing, engaging audiences through emotions and values. He suggests using "resident experiences on social media, email, and video marketing." Authentic, relatable stories with clear messages resonate best. Avoid self-centered narratives and maintain consistency across channels to build trust. Start by understanding your audience's values and sharing real stories that connect emotionally.
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"If you are tempted to buy something just because you feel it's a great deal, you're being persuaded to buy something you don't need and don't want." -- Newsweek
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"Consumers can judge if these deals are legitimate by identifying products they want to get and thoroughly researching them ahead of time." -- Newsweek
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"Consumers should carefully consider promotions for products with a limited supply. This tactic creates demand based on artificial scarcity and often triggers impulse decisions based on a fear of missing out, not an actual need for the item." -- Newsweek