Posts Tagged ‘customer engagement’
Make Things People Want
Marketing means different things to different people. To some businesses it’s about Facebook engagement, to others it’s all about analytics or SEO, advertising or PR. If you’ve got the budget it could be a glossy image of Hugh Jackman—your 18K red gold watch, which has been “Crafted for New Heights” peeking from under his freshly…
Read MoreClose, Closer, Closest
Twenty years ago geography mattered. When there was one grocer in every suburb there was always enough business to go round. Close was an advantage. It’s easy to believe that because digital has dissolved borders, that it has simultaneously diluted advantages. But being close has taken on a whole new meaning. Closer has become more…
Read MoreHow To Get Attention
Everyone will tell you that in the age of distraction it’s harder than ever to get attention. Actually that’s not strictly true. It’s not difficult to interrupt the rock star as she checks into her hotel to ask for a selfie—just a quick tap on the shoulder, fake smiles and you’re done. It’s easier than…
Read MoreKnowing ‘The How’ Is Not Enough
When that friend you haven’t seen for ages shows up at the party in a figuring hugging dress having dropped two sizes, the first thing you say is, “You look great! The second thing you say is, “How did you do it?” And so it goes when we see evidence of any kind of success…
Read MoreWhere Are The Holes?
It’s hard to be objective when you evaluate your competitors. When you’re feeling vulnerable there is a tendency to think about all of the things your competitors are doing right and how you don’t measure up against them. The irony is that opportunities are realised and groundbreaking ideas are brought to life by doing exactly…
Read MoreWhat Lens Do You Use?
I’m a huge fan of Human’s of New York. It’s the kind of generous and rare content on the Internet that makes you grateful, sad and optimistic all at once. Brandon (lying down in the photo above because he is 6’4″ and always wants to get down to the level of his subject), will happily…
Read MoreTwo Simple Questions Most Content Marketers Forget To Ask
For fifty years marketing was all about pushing. We used advertising to get us closer to our end goal—which was more sales. Today marketing is more about drawing people closer. We use content (amongst other things) to help us build relationships with potential customers. And yet sometimes we forget that we’re no longer marketing like…
Read MoreHow Are You Creating Value?
Think about your favourite airline or a product you use every day and the supermarket you feel most comfortable shopping at. Now think about why you keep going back. What is it that this business delivers? The airline most likely sells similar seats, with average legroom, at around the same price as their competitors. The…
Read MoreWho Is Responsible For Seeing Your Customers?
When I worked in the stock control department at Tesco thirty years ago, I was partly responsible for making sure there were enough tins of soup available to be bought by the customers who would walk up and down those supermarket aisles the following week. There were people in charge of making sure that shelves…
Read MoreLessons In Non-Profit Storytelling From The Best In The World
If you think times are tough in a marketing world where you’re actually providing goods or services in exchange for money, spare a thought for the marketers of charities who need to convince us to part with money without wrapping up something for us to take home. One of the biggest challenges non-profits face is…
Read More