Posts Tagged ‘advertising’
A Reason To Come
“Hey! Are you after some lunch?” asked the young woman on the pavement waving flyers during the 1 pm rush. She gestured to a place on the side street as she tried to lure people down it with the promise of a discount. Most diners who eat at a restaurant down a side street go…
Read MoreThe 4 New Stages Of Customer Engagement
The commercial reality for any business is that sales keep the lights on. We’re still following rules that were proposed in the late 1800s by Elias St. Elmo Lewis in order to do that. “The mission of an advertisement is to sell goods. To do this, it must attract attention, of course; but attracting attention…
Read MoreTrust Vs. Hype
Malcolm Gladwell announced his new podcast last week. Before the first episode even aired it had jumped to #2 in the iTunes charts, topping long established shows like This American Life. It’s not just Gladwell’s record for writing bestsellers that’s driving people to the podcast. It’s that we trust him to produce nothing but great…
Read MoreGetting On Your Customer’s Radar
Many brands believe the biggest challenge they have is creating more brand awareness. If they could only get on the radar of potential customers then many of their problems would disappear. And yet brands like Macy’s and Ralph Lauren that have built awareness for decades are struggling to remain viable. Their biggest problem isn’t getting…
Read MoreThe Heart Of Customer Loyalty
Despite everything we know about the benefits of fostering customer loyalty, most of our marketing is designed to change what people think or do in the short term. We change the label from white to yellow to get a millisecond more attention. We offer discounts on product lines we want to shift and when we…
Read MoreHow To Reach Your Customers
Here’s how our customer’s time was spent across the various media platforms in 2015. Print 4% Radio 13% TV 36% Internet 22% Mobile 25% Here’s where we spent our dollars trying to reach them. Print 16% Radio 10% TV 39% Internet 23% Mobile 12% While we’re spending money in places where fewer of our customers…
Read MoreWhy People Choose This And Not That
A lifetime ago, before adblockers and Netflix we sat through TV ads that suggested (often questionable) tangible benefits. Washing-up liquids gave us hands as soft as our face, and chocolate makers created treats we could eat between meals without ruining our appetite. These ads sold us a story about how we could be better versions…
Read MoreBrand Storytelling And The Rule Of One
Have you ever wondered why movies like Toy Story are so compelling and successful? The best writers in the world speak to universal human themes—the things that drive every one of us no matter what our worldview is. Compelling storylines work because we see ourselves reflected in the characters. Their story is our story. A…
Read More5 Questions To Consider Before Spending Your Marketing Budget
A colleague recently asked my advice about a five-figure advertising spend he was contemplating. Should he or shouldn’t he? We mapped out the risks vs. the rewards and also discussed alternatives. It turned out that he needed to ask a different set of questions entirely. 5 Questions To Ask Before Allocating Marketing Resources 1. What’s…
Read MoreThe Facts Are Overrated
Since the new Model 3 Tesla was unveiled just over two weeks ago 400,000 people (who have never test driven or sat in one) have paid $1000 to place an order. And while the price of this latest model makes it accessible to more people it’s clearly not what’s driving these organic sales. Think about…
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