Posts Tagged ‘value’
The Quiet Marketing Opportunity
It was 6am on a wet and windy Melbourne morning. The two tourists wandered out of their hotel on Exhibition Street, each armed with a giant red golf umbrella plastered with the hotel’s equally giant logo. At first glance, you might think how thoughtful it is that the hotel anticipates the traveller’s needs. How much…
Read MoreChanging People’s Minds
We spend a lot of time trying to convince people of our opinion at work, in business and in life. If only we could attract more customers. If only the customers we had could be persuaded to spend more. If only our colleagues could see the sense of doing it this way? If only the…
Read MoreSurviving Peak Utility
When I was a child our family doctor operated a first come, first served, clinic without an appointment system. Some patients arrived three hours before the clinic was due to start to make sure they’d be seen first and a two-hour wait to see the doctor was not uncommon. “Evening folks.” Dr. Mac said, as…
Read MoreHere Today, Here Tomorrow
In a digital business world where it’s believed everything can be measured there is an assumption that an action will result in a reaction. Much of our marketing is now created with the expectation that it will deliver an immediate (albeit short-term) reward. Of course, the best marketing doesn’t work this way. Immediate payoffs rarely…
Read MoreKickstart Your Marketing Strategy With The Right Question
The advert at the tram stop tells passers-by to use this brand of mouthwash if they want to ‘wake up with a bang’. How did the company make the leap from their product to that story—the one they believe their prospective customer wants to hear? Every brand story or marketing strategy starts a question. That…
Read MoreThe Feedback You Invite Vs. The Feedback You Need
The air stewardess in the business class cabin was busy, but not overrun. She spent the majority of her time with one executive passenger in her section throughout the flight. A friend who was returning from an overseas holiday asked for a cup of tea. Ninety disappointing minutes and four more requests later it eventually…
Read MoreMarketing Constants
If you’re running a business, you’ll hear some version of the following every other day. Things have changed. And there’s no doubt that they have. Things have changed since the Internet became ubiquitous, since Facebook launched, since newspaper advertising died, since the iPhone, Amazon.com, ad blockers and on and on. But what hasn’t changed? People.…
Read MoreWhat’s Your Customer’s Value Story
You may have read some version of the recent Tech Crunch article by Tom Goodwin that began with this observation. “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns…
Read MoreThe Weight Of Our Words
The laminated sign next to the order and pay point at the cafe read: “We can’t and we won’t serve you while you are ON the phone. We need to engage.” These are the first words that greet every single customer (not just the rude ones). On the flip side, when I email a colleague…
Read MoreThe Three-Act Structure For Brand Stories
Every movie you’ve ever watched follows a three-act structure. The screenwriter sets the scene, introducing us to the hero and the main characters. We get a glimpse of his world, relationships and challenges. In the second act, we see the hero attempt to solve his problems or overcome obstacles. In Toy Story, we’re introduced to…
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