Posts Tagged ‘customer engagement’
The Death Of Retail. The Symptom Is Not The Problem
Georgina owns and operates a speciality gluten free food store in Brisbane and like many retailers she’s experiencing a problem. Increasingly people are coming to browse but not to buy. The perception is that if I can get it cheaper or faster online why would I make the trip to your store? So Georgina has…
Read MoreBrand Vs. Branding
Branding is….. “The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.” —The Business Directory Branding in the traditional sense was designed to create recognition and awareness of commodities. It was the way business persuaded customers to decide. There’s a…
Read MoreWhat’s The Point?
Business isn’t about transactions and giving people the thing they want. That box of chocolates, an upgraded phone or the business class flight. And marketing isn’t about selling them your facts. It’s about giving people a story to believe in and one that they want to tell. Just like Evan’s. (Take the two minutes to…
Read MoreThe Second Secret Of Great Marketing
I signed up to an email list of a brilliant and famous author over a year ago and hadn’t hear anything since. No blog posts. No regular email. Nothing interesting or relevant to me. Nothing to look forward to. No connection to each other. The author had my permission but it wasn’t much of a…
Read MoreIf You Build It Will They Come?
I spent most of yesterday at Startup Weekend and was excited to hear the feedback from the judges during the final pitches. There were elegant apps and well developed presentations. Some teams had a product ready to roll out this week and others had nothing more than a well validated idea about what was possible.…
Read MoreWhy You Don’t Want To Be The Impulse Buy
Have you ever watched people shopping at the airport? They amble distractedly fingering this, picking up that. Nine times out of ten they put things back. Sometimes the packaging, or maybe the boredom gets the better of them and the buy something they had no intention of buying. It’s a win for the manufacturer of…
Read MoreThis Time Next Year
“This time next year we’ll be millionaires!” —Derek Trotter CEO of Trotters Independent Traders You probably spend a great deal of time setting business goals, working on strategy and planning for growth. It’s the sensible thing to do. After all how can you get to where you want to go if you don’t know where…
Read MoreBuilding A Brand Versus Selling A Commodity
Ideas spread, products become irreplaceable, and businesses grow when they stop being mere commodities and have meaning attached to them. It’s not possible to be a brand and a commodity all at once. Customers don’t demonstrate loyalty to commodities but they can fall in love with a brand. PRODUCT-MEANING=COMMODITY PRODUCT+MEANING=BRAND Anything you care to think…
Read MorePerfect
When a Ryanair flight touches down on time a fanfare sounds over the public address system to celebrate the fact. Flights that arrive on time might be cause for celebration for the airline, but that’s no longer enough to delight most passengers. Just twenty years ago when you made an expensive long distance phone call…
Read MoreWhat Business Are You In?
More on those $5 roses that you paid $8 for last week….. On the Saturday before Valentine’s day I went shopping for single white rose. The florist had none on display, but when I asked she went into the fridge and pulled out two dozen. “Oh, these are not at their best. You can see…
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