Posts Tagged ‘customer engagement’
Where Your Brand Story Ends
Like the gym in my city you can invest time, energy and considerable resources into telling your story. But the stories your customers tell are what tomorrow’s customers are paying attention to. Your brand story ends where their stories begin. The question might not always be, “how many people can we attract or make aware?”…
Read MoreChanging Minds And The Decision Timeline
When was the last time you switched brands? The reality is we mostly make decisions on autopilot and we don’t often change our minds. When change happens it doesn’t happen in an instant—however hopeful we as marketers might be that it does. We know for example, that the transition to bottled water didn’t happen overnight…
Read MoreWhere Your Story Starts
The question we mostly try to address when we set out to tell our business or product story is what we want the customer to know about our brand. The better place to begin is by understanding what the customer wants to believe about herself and where our brand could potentially fit into her story.…
Read MoreDo Your Actions And Story Align?
Have you ever seen the somber, suited doorman at Cartier chasing a thief, searching a customer’s bag or stopping a young woman from entering the store? Me neither. If he’s not doing that then why is he there? Does the sales assistant at MontBlanc really need to wear a white glove to remove the pen…
Read MoreThe Simplest Way To Add Value
We just moved house. You can probably empathise—so many logistics to arrange and tiny details to keep in your head, no matter how much help you have. By 3pm on moving day we had Internet (no mean feat). At about 9pm we realised there was no hot water. Too late to contact anyone of course,…
Read MoreThe New Rules Of Email Marketing
The old rules are broken. Familiar email marketing tactics might enable us to extract one more sale, but they are definitely not designed to respect our customers—the people who pay our bills, the same people we hope to matter to. They are busy and smart. We should treat them that way. THE NEW RULES OF…
Read MoreThe Opportunity Equation
In order for a business to take advantage of an opportunity four factors must be in place. The formula looks like this. VISION + RESOURCES + SKILLS + PLAN = OPPORTUNITY REALISED An opportunity can only be realised when you have the vision to recognise it and the resources, skills and plan to execute on…
Read MoreHow Will You Get To Where You Want To Go?
There are always things we know we’d like to change or improve about our businesses. Often we’re just not sure what’s missing, how to begin or even where to start. To make change happen you need to have the vision to know where you’re going, the skills and resources that enable you to get there…
Read MoreThe Downside Of Buying Attention
Some of the most sad and frustrated emails I get are from business owners who have invested money to get people to visit their websites. Often they have paid for search engine optimisation or Google AdWords and waited for the traffic to come—which is does, it just doesn’t always convert or deliver the result the…
Read MoreThe New Rules Of Brand Awareness
If you conducted a survey of entrepreneurs or business leaders, asking them to name their three biggest challenges, I can guarantee that nine times out of ten, attracting more customers and creating brand awareness would be on that list. The default method for creating brand awareness goes something like this. Old rules of brand awareness:…
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