Too often, a company uses their marketing to push their features and benefits - ‘Best location, Best Product, Best Service, Best Employees’ - but these are not clingy and sticky. Features and benefits are slippery and rarely remembered.
If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name. I can get a “large coffee” anyplace. I can get a Grande only at Starbucks.
A great branding campaign crystalizes the company’s self-identity as much for the owner and his team as to the public at large.
The radio station was just telling their clients to record into their iPhones or Android phones. What!? This year has brought more options for better recording that are easier for the business owner.
Who cares? 148.7 people, apparently. Dunbar’s Number has ramifications in social media, sure, but for small business, it has far more to do with marketing and influence and the importance of delivering a delightful customer experience.
Once you understand the differences between a “brand” and a brand, and between branding and mass-media branding campaigns, it’ll help your marketing efforts immeasurably.
The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.
Creativity is the second most important factor in advertising effectiveness, according to over 50 years of quantitative data.
This fiery video challenges your media company to have an internal advocate for your advertisers. Somebody who will act in the best interest of the client and campaign.
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
Remember: the people closest to the job have the best ideas on improving it. Are you listening to them?
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
The day Rick posted his 2003 Ford F 350 on Kijiji (a weird Canadian Craigslist), there were 66 other listings for the exact same truck. Rick’s rig sold in 23 minutes...to a Texan.
It’s a mistake to presume that “all people want is the lowest price.” That painful myth has led many-a-business to nosedive into bankruptcy. The price tag is advertising quality.