“Can’t Buy Me Like” – Growing Your Business In The Relationship Era
By throwing aside several traditional methods of advertising, many household brands (Panera Bread, Patagonia and Krispy Kreme) have increased sales and customer loyalty by embracing their role in “The Relationship Era” of marketing and advertising. Through creating “authentic customer relationships,” these brands have are heralded by their fans for having a “purpose beyond profit.” So, where do these new types …
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Do Brands Need to Be Marketed Differently Depending on Its Life Stage?
POINT: Paul Williams As we were taught in our marketing and business classes, there are four basic stages of life for products, services, and companies. I love the graph below – redrawn from the book Universal Principles of Design by Rockport Publishers. For each stage in the cycle, the graph not only illustrates the traditional product sales curve, but also …
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Do all Marketing Activities need a Strong Call to Action?
POINT: Paul Williams Call now! Click now to sign-up! Subscribe today! Each of these is a call to action. We marketers put ‘em everywhere. The call to action is the punctuation at the end of our advertising message sentence. Dear Customer, now that we have conveyed to you how great and valuable this product or service is… Here’s what to …
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How do you get Employees to “Live the Brand”?
POINT: John Moore Give employees a mantra to follow and not a manual to read. Every retailer gives training sessions to employees on how to deliver customer service, which is another way to say, “living the brand” at the store level. Trainers for these sessions walk employees through a manual about the do’s and don’ts of living the brand through …
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How Can Business Operations Support the Brand Promise?
POINT: John Moore To me, a “brand promise” is what customers expect to experience with a business. Anytime a business delivers something different, it breaks its “brand promise” with customers.
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