Posts Tagged ‘brand awareness’
Being Seen And Heard
The numbers vary, but the trend is unmistakable. The average consumer is subjected to more marketing messages every day. In a world where it’s harder to get noticed marketers have responded by trying to be more visible. Being noticed is the goal of most marketing. The irony is five seconds in the spotlight doesn’t make…
Read MorePeople Power
When a traveller books a $700 a night hotel room she assumes that she’ll have a five-star experience. She’s expecting more than a better bed, thicker carpets and fancier facilities. When a five-star hotel gets a one-star review, it’s an indication that something went badly wrong. Of course, guests and customers are disappointed for a…
Read MoreForget Which Way The Wind Is Blowing
When the disco diner opened on a warm Summer night in a flurry of pink neon, accompanied by loud music and cheap booze, the owner felt reassured he’d found his tribe. But as the evenings grew shorter and the nights colder, his confidence began to waver. The evolving messaging on a pair of sandwich boards…
Read MoreSkill Vs. Talent
The dentist looks inside the patient’s mouth. She completes her examination, makes an assessment and proposes treatment. The proposed treatment considers only two things. What’s going on inside the patient’s mouth and his ability to pay. The dentist knows she can fix the problem. She wants to do a good job. This is the work…
Read MoreThe First Marketing Myth
Logic tells us that just because someone is aware of a product or service doesn’t mean they will buy it. We know that people are not short of choices. And yet when it comes to marketing our products and services, we prioritise awareness all the time. Logic goes out the window. We fool ourselves into…
Read MoreBack To Basics Marketing
Our neighbours are having the outside of their house painted. It’s an old Victorian property, built in the 1800s with period features and delicate ironwork. I’ve watched the decorators come and go over the past couple of weeks. Seen them taking care to cover the original tiles on the porch, that could so easily be…
Read MoreThe Tyranny Of Checking
There are jobs, and there is work that relies on the professionals checking. We want our surgeons, pilots and firefighters to check and double check. That isn’t the kind of checking most of us do now. It seems that we’ve unintentionally made a career out of checking. We spend many hours a day checking notifications,…
Read MoreThe Value Of Goals And Outcomes
We tend to think of goals and outcomes as one and the same. They’re not. Let’s say your goal is to run a marathon. Crossing the line at the end of the twenty-sixth mile is your goal. But the effect of the actions you take by trying to achieve that goal is worth more than…
Read MoreHow Change Happens
The success of whatever we make, serve, sell or advocate for is dependent on creating and sustaining change. The same rules apply whether we’re trying to change perception or behaviour, get people to buy our software or stop using plastic straws. 7 Steps To Making Change Happen 1. Acknowledgement The problem, unmet need or dilemma…
Read MoreThe First Rule Of Customer Creation
Humans learn to develop empathy in the first year of life. We not only learn to recognise emotional reactions in others but also to understand what’s causing those reactions. One toddler will try to comfort another who is crying—not just with any toy, but with that child’s favourite toy. We know how to stand in…
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