Posts Tagged ‘difference’
10 Brand Storytelling Lessons In 2 Minutes
Take two minutes to watch this advert from IKEA. Those two minutes are guaranteed to change how you think about marketing your business. This video is more than just advertising designed to sell something—it’s a home run in brand storytelling. Ten things IKEA did to make their story great 1. Understood their customer’s worldview. They…
Read MoreThe Battle For Your Customer’s Mind
You have no doubt seen the adverts for the Microsoft Surface Pro3….the tablet that’s a laptop. Microsoft goes ‘head to head’ with Apple again in this campaign and that’s the problem. Once you start asking the competition’s customers to rationalise choosing your product over theirs, you’ve misunderstood why people buy. Time and again advertising tries…
Read MoreWanted And Welcomed
We still have a landline phone at home to make it easy and more economical for elderly relatives overseas to get in touch. It rings at lunchtime and at around 6pm every day. We don’t pick up, because we know these particular calls are not ones we want or welcome. I often wonder what the…
Read MoreSorry: Easy To Say, Not So Easy To Do
The assistant serving at the counter apologised for the long wait, then for not having received the order and finally for having no change. The cycle continued with every customer she served. There was a sorry for the wrong order given and one for the fact that the croissants hadn’t arrived that morning. And with…
Read MoreSatisfaction Vs. Sentiment
Have you ever filled in one of those, ‘we value your feedback’ customer satisfaction surveys at the end of a meal or a service call? Perhaps you have used them to ask customers to rate your service? The theory being that satisfied customers are the end game. Deliver on expectations and people will surely come…
Read MoreHow To Find Tomorrow’s Customers
Most businesses, whatever their size are focused on growth. We want more leads, more fans, readers or subscribers, who will become more customers, resulting in more sales and more profits. We usually have a plan to get them, which involves cultivating the people we hope will be tomorrow’s customers. And all the while we are…
Read MoreThe Relationship Between Curiosity And Business Growth
Whenever I visit the tiny local florist I am the only customer and the most bizarre thing happened when I stopped off there last Friday evening. The entire floor was filled with buckets and buckets of multi-coloured roses. It was so full there was barely room to navigate to the register to pay. I thought…
Read MoreThe Value Of Connection In A Low Touch World
What matters in a world where….we can tell a device to order the shopping, place our coffee order without speaking, have a conversation involving thumbs and zero eye contact and before we know it, get to our destination in a driverless car? What’s scarce today will be even more scarce tomorrow. And that’s our opportunity.…
Read MoreWhy Visibility Is Overrated
“TRY OUR TAPAS” screamed the sandwich board on the pavement outside the empty restaurant as the customers spilled out onto the pavement waiting for tables at the cafe next door. True story. One of my clients recently did a marketing audit and found that a third of his business came from repeat clients, another third…
Read MoreThe Trouble With Marketing And The Opportunity For The Future
I met with a prospective client recently who had acted on conflicting advice about marketing tactics from a couple of different sources and failed to get the results he’d hoped for. “The trouble with marketers is that each one tries to sell you on their solution.” he said. “The SEO guy will tell you that…
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