The Wanamaker Dilemma is a very real problem for most marketers. Here I answer the most common issues related to solving this dilemma. I'd love your feedback @marcbinkley or via my blog at blog.marcbinkley.ca
Did you know acquiring a new customer can cost 6 to 7 times more than retaining an existing one? This presetnation explores how retailers can apply audience measurement and analytics to successfully win back dormant customers.
Dormant customers become inactive for a reason. Let us take you through our small but effective guide to the reasons why customers become dormant. We will come up with ways of customer activation in the next edition.
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
Did you know acquiring a new customer can cost 6 to 7 times more than retaining an existing one? This presetnation explores how retailers can apply audience measurement and analytics to successfully win back dormant customers.
Dormant customers become inactive for a reason. Let us take you through our small but effective guide to the reasons why customers become dormant. We will come up with ways of customer activation in the next edition.
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
Strategies for cross selling success - BankingMARC USA
Cross-selling can boost institutional profitability if banks identify the appropriate sales opportunities, improve the customer encounter and monitor training and reward programs.
Cross-selling, or persuading customers to purchase additional products, is one of a bank’s most powerful and
efficient revenue-boosting tools. Yet, many banks do not cross-sell effectively. In today ’s competitive market, banks
need to develop carefully planned, measured and specialized programs to engage and target customers
effectiv ely through cross-selling.
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
July 27, 2014, Jose Matias del Pino, CEO and co-founder of Ondago, gave a presentation to BSA 3rd semester teams about customer acquisition and choosing the right channels based on your business.
How to Improve Customer Retention by Building Emotionally Engaging Customer E...Parature, from Microsoft
In a recession customer retention is even more vital than usual. Companies are clamouring to increase revenue and save costs, but how can this be done?
Colin Shaw, International bestselling author and customer experience guru, will demonstrate how you can focus on the areas of a customer experience that provide the greatest value and thus enables organisations to use their resources to the greatest effect. Colin will also introduce the new area of the 'subconscious experience' that drives customer behaviour and how the understanding of this experience can save costs. In one case study of an Insurance company, they reduced the call backs to their call centre from 75% to 6% in three weeks using this new thinking.
During this presentation you'll learn:
:: How to improve customer retention
:: How to focus on the parts of the customer experience that drive the most value
:: How to build an emotionally engaging customer experience
:: The new area of the subconscious experience
:: How to cut costs through this new thinking
Getting your Why factor right is crucial to sales successSalesRehab Pty Ltd
Simon Sinek puts it well... Most people sell like this.. they tell you what they do, how they do it and never get to Why.... Those that sell with Why first as the great successes...
Cross-Selling: five keys to success in bankingAlexander Huun
Cross-selling can help banks to improve their market penetration through the application of cross-selling techniques. PA’s ‘five keys’ approach has proven particularly efficient for new product launches.
Printed in \'PA perspectives on European banking\' 1Q09
For an updated version of this presentation: https://www.slideshare.net/clearaction/customer-retention-strategies-125750732
Is customer retention included in your marketing plans and budgets? Many companies are involving customers in 2-way conversation to build relationship strength. Trust is the #1 way to retain customers ... by preventing hassles in policies and processes ... making your company irresistible, for sustained organic growth.
See https://ClearAction.com
10 Examples of Exit Popups Used as a Customer Retention StrategyMihail Savov
A customer retention strategy is a must for every business. Acquiring customers might grow a company, but keeping them from leaving is what leads to better revenue. Here, we will share 10 examples of exit popups that are designed to stop users from leaving your website.
Original post: https://isenselabs.com/posts/customer-retention-strategy-10-appealing-exit-popups-with-discount-hooks
What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
Customer Retention...and strategies that work.MPAY Inc.
By increasing customer retention rates by 5% profits increase by 25-95%. This statistic marks the beginning of establishing customer retention strategies.
The Secrets to Increasing Customer Retention and RenewalsSocious
Learn how to create a sustainable system for boosting customer retention and renewals.
In this presentation, you’ll learn:
- How to leverage higher engagement
- 6 key elements of B2B customer retention
- Actionable strategies to increase customer retention and renewals
Find out if your business has all of the major symptoms of high customer churn.
Watch the video: http://web.socious.com/secrets-to-increasing-customer-retention-renewals
Staying In Droves: How to Win the Customer Retention Revolution (Full eBook)MaxMedia
Full version of the eBook is now available. It is suggested you use "view full screen" option.
Includes a Step-by-Step System, and 58 Ideas, Strategies, Trends, Examples and Tips to Help You Retain More Customers and Emerge Triumphant From the Recession.
How secure are your best customers? How sure are you?
Whether you realize it or not, you are in an all-out battle for your customers. A battle the likes of which hasn’t been seen in decades. Just like any army would prepare for battle, you need a plan of attack.
What if there were a system that was specifically designed to strengthen your customer relationships? Imagine a customer base so loyal that:
- Virtually no amount of pricing discounts would lure them away
- They couldn’t wait to refer their friends and associates to you
- They would forgive you when you made a mistake
Strategies for cross selling success - BankingMARC USA
Cross-selling can boost institutional profitability if banks identify the appropriate sales opportunities, improve the customer encounter and monitor training and reward programs.
Cross-selling, or persuading customers to purchase additional products, is one of a bank’s most powerful and
efficient revenue-boosting tools. Yet, many banks do not cross-sell effectively. In today ’s competitive market, banks
need to develop carefully planned, measured and specialized programs to engage and target customers
effectiv ely through cross-selling.
The customers overall commitment to the brand or service, in part because of an emotional attachment to that relationship, and the consistency of the brand that ensures an elite level of trust between the brand and the consumer.
July 27, 2014, Jose Matias del Pino, CEO and co-founder of Ondago, gave a presentation to BSA 3rd semester teams about customer acquisition and choosing the right channels based on your business.
How to Improve Customer Retention by Building Emotionally Engaging Customer E...Parature, from Microsoft
In a recession customer retention is even more vital than usual. Companies are clamouring to increase revenue and save costs, but how can this be done?
Colin Shaw, International bestselling author and customer experience guru, will demonstrate how you can focus on the areas of a customer experience that provide the greatest value and thus enables organisations to use their resources to the greatest effect. Colin will also introduce the new area of the 'subconscious experience' that drives customer behaviour and how the understanding of this experience can save costs. In one case study of an Insurance company, they reduced the call backs to their call centre from 75% to 6% in three weeks using this new thinking.
During this presentation you'll learn:
:: How to improve customer retention
:: How to focus on the parts of the customer experience that drive the most value
:: How to build an emotionally engaging customer experience
:: The new area of the subconscious experience
:: How to cut costs through this new thinking
Getting your Why factor right is crucial to sales successSalesRehab Pty Ltd
Simon Sinek puts it well... Most people sell like this.. they tell you what they do, how they do it and never get to Why.... Those that sell with Why first as the great successes...
Cross-Selling: five keys to success in bankingAlexander Huun
Cross-selling can help banks to improve their market penetration through the application of cross-selling techniques. PA’s ‘five keys’ approach has proven particularly efficient for new product launches.
Printed in \'PA perspectives on European banking\' 1Q09
For an updated version of this presentation: https://www.slideshare.net/clearaction/customer-retention-strategies-125750732
Is customer retention included in your marketing plans and budgets? Many companies are involving customers in 2-way conversation to build relationship strength. Trust is the #1 way to retain customers ... by preventing hassles in policies and processes ... making your company irresistible, for sustained organic growth.
See https://ClearAction.com
10 Examples of Exit Popups Used as a Customer Retention StrategyMihail Savov
A customer retention strategy is a must for every business. Acquiring customers might grow a company, but keeping them from leaving is what leads to better revenue. Here, we will share 10 examples of exit popups that are designed to stop users from leaving your website.
Original post: https://isenselabs.com/posts/customer-retention-strategy-10-appealing-exit-popups-with-discount-hooks
What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
Customer Retention...and strategies that work.MPAY Inc.
By increasing customer retention rates by 5% profits increase by 25-95%. This statistic marks the beginning of establishing customer retention strategies.
The Secrets to Increasing Customer Retention and RenewalsSocious
Learn how to create a sustainable system for boosting customer retention and renewals.
In this presentation, you’ll learn:
- How to leverage higher engagement
- 6 key elements of B2B customer retention
- Actionable strategies to increase customer retention and renewals
Find out if your business has all of the major symptoms of high customer churn.
Watch the video: http://web.socious.com/secrets-to-increasing-customer-retention-renewals
Staying In Droves: How to Win the Customer Retention Revolution (Full eBook)MaxMedia
Full version of the eBook is now available. It is suggested you use "view full screen" option.
Includes a Step-by-Step System, and 58 Ideas, Strategies, Trends, Examples and Tips to Help You Retain More Customers and Emerge Triumphant From the Recession.
How secure are your best customers? How sure are you?
Whether you realize it or not, you are in an all-out battle for your customers. A battle the likes of which hasn’t been seen in decades. Just like any army would prepare for battle, you need a plan of attack.
What if there were a system that was specifically designed to strengthen your customer relationships? Imagine a customer base so loyal that:
- Virtually no amount of pricing discounts would lure them away
- They couldn’t wait to refer their friends and associates to you
- They would forgive you when you made a mistake
Psychology and the Perfect Design by @mrjoecxpartners
In this talk, Joe will take you on a journey to find the holy grail we are all looking for: the “perfect” design. We’ll look at a practical strategy that uses psychology to produce the ideal design for those tricky user experience design problems we face everyday.
What exactly is the perfect design? Well, that’s what you will find out in the session. We’ll look at the three aspects that define the perfect design and how you can make it work in your projects.
5 Theories About Motivation: Why We Do What We DoChelsea O'Brien
Motivation is the force that initiates, guides, and maintains goal-oriented behaviors. It is what causes us to take action, whether to grab a snack to reduce hunger or enroll in college to earn a degree. The forces that lie beneath motivation can be biological, social, emotional, or cognitive in nature. In this presentation, we cover what motivation is as well as 5 theories of motivation.
While no single theory can adequately explain all human motivation, looking at the individual theories can offer a greater understanding of the forces that cause us to take action. In reality, there are likely many different forces that interact to motivate behavior.
Thanks to Psychology.about.com for the references for this presentation. For more insights, tips and a free video to help overcome motivations to binge eat, check out www.BingeEatingBreakthrough.com.
Advertising Campaign Management Part 3Jennifer Sundstrom-F.docxSALU18
Advertising Campaign Management
Part 3
Jennifer Sundstrom-Fitzgerald
1
Learning Objectives
Analyze advertising campaign parameters
Identify how a creative brief facilitates effective advertising
Describe the implications of advertising management in the global arena
2
Advertising Campaign Parameters
Advertising goals
Media selection
Tagline
Consistency
Positioning
Campaign duration
Effective advertising campaigns require careful planning and attention to specific parameters including Advertising goals, media selection, tagline, consistency, positioning and campaign duration. We will review each parameter beginning with goals.
3
Advertising Goals
A primary goal of advertising is to build brand awareness among existing and new customers. The creative should inform and persuade them to make purchases and build brand loyalty.
4
Build brand awareness
Inform, persuade, support marketing efforts
Encourage purchase decisions
Building Brand Awareness
Successful brands possess two characteristics. Top-of-mind are brands a consumer mentions first when asked about brands in a particular product category – these are brands in our Evoked Set. Top choice is the brand within a product category that consumers prefer the most. So top choice requires top-of-mind. Brand equity, which is the level of brand strength perceived by consumers, leads to top-of-mind and top choice brands.
This is also applicable on the B2B side when business people are faced with modified rebuy situations. A common dilemma I had was for every Fox Graduation Ceremony, there are three per year, and the need for graduation program booklets. There was a printer who I always wanted to hire because I enjoyed working with them, they always had fair prices and delivered high-quality programs in a timely manner. However, due to non-profit regulations, I had to bid the job to at least three vendors. So my top-of-mind, first choice brand was always included but I had to add two other vendors as well. Tell story about Bill DeVece and misspelled student names and how wonderful he was in fixing these issues.
5
Brand image begins with awareness
Consumers recognize the brand
Brand equity leads to top-of-mind and top choice
B2B important in modified rebuy situations
Building Brand Awareness
Successful brands possess:
Top-of-mind
Top choice
The 10 Most Valuable Brands in the World per 2018 study
Coca Cola brand is a good example of a brand with these characteristics. Here is a recent list of a top 10 most valuable and recognized list of global brands. (click link)
6
Goal to Persuade
Dare to be Devoted Campaign
Every Kiss Begins with Kay Campaign
Another common goal of advertising is to persuade consumers that a particular brand is superior to others and should be their top choice. Both of these brands, owned by the same parent company (Signet), do extensive advertising, but only Kay Jewelers has successfully used the same slogan, “Every Kiss Begins w.
How to Audit Your Influencer Marketing AgencyThe Shelf
In this guide, we take you through 14 of the most common problems marketing teams face with launching and running effective influencer campaigns, tell you the 4 mistakes that are causing the problems, and show you how to fix them. Get the guide now.
Business Case #5 Marketing Communications Marketing i.docxRAHUL126667
Business Case #5
Marketing Communications
Marketing is the process through which a firm creates value for its customers by delivering (place)
the goods and services (product) that meet their needs and wants. For this to be sustainable, the
firm must monetarily capture a portion of the value created (price). And for this exchange to occur,
the consumer must be aware of the product’s existence, its value proposition, its place of
availability, and its price. Advertising and sales promotions are the main communication tools by
which companies convey this information and further persuade current and prospective customers
to engage in a value exchange with the firm.
This note identifies the main issues involved in the effective management of the marketing
communication process. It first defines the purpose of communication. Then it classifies the tools
available to communicate with consumers. In the sequel, it elaborates on how consumers respond
to communication attempts. Finally, it lays out a framework for marketers to manage the entire
communication process.
Purposes of Communication
The ultimate purpose of marketing communication is to influence consumers to engage in a value
exchange with the firm. It does so by informing and persuading consumers. Marketing
communications inform consumers of the existence (awareness) and benefits of products, services,
and ideas. It also persuades consumers to change their attitudes and behaviors regarding goo ds and
services. There are, thus, four broad types of intermediary communication goals to be achieved:
Awareness: To capture one’s attention to a product, service, or idea.
Information: To convey factual information about a product, service, or idea.
Attitude (or image): To persuade consumers to change their attitude regarding a brand.
Call-to-action: To persuade consumers to act through specific behavior (e.g., purchase).
If done correctly, these intermediary goals of informing and persuading should eventually lead to
a value exchange. How this is achieved in practice can be understood by looking at the consumer’s
decision-making process (DMP).
Decision-Making Process
While the desired end result of all marketing activities, including communication, is typically an
exchange (often money for goods/services), there is a typical sequence of steps a consumer goes
through that lead up to this event. This sequence of steps or stages defines the consumer’s decision -
making process. A valid communication goal could be just to move the customer from one of these
early steps to the next. Determining the elements of a marketing communication strategy begins
with a careful analysis of the target consumers’ DMP.
Business Case #5
Figure 1 shows the types of responses—categorized as cognitive, affective, and behavioral—
required from consumers to move them along a typical DMP for a short lifecycle category (e.g.,
confectionary). In ...
To measure ROI accurately, you must look not only at how much your customers spent, but how much MORE they spent because of your marketing. This white paper explores the concept of incrementality and shows you what you measure and how to control variables.
From the 2009 Camp Niche Publisher's Conference: how to leverage investment in print infrastructure, deliver pre-qualified, permission based leads and calculate ROI.
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
LinkedIn has made lots of new changes that will make the platform even better for business. Here are some main screenshots and steps to help guide you through it.
Stand Out! How to quit cold calling and use social media for B2B salesMarc Binkley
This document contains the results analysis and insights from a two-year experiment comparing the effects and ROI of cold calling to social media prospecting.
Questions?
Reach me @marcbinkley or marc at sleepingbarber.com
This is a presentation I gave yesterday to the Calgary Marketing Meetup Group.
I'm not sure how to make these videos active on Slideshare, if anyone has advice, I'd appreciate it.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
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2. Half the money I spend on
advertising is wasted…
…trouble is, I don’t know
which half.
3. Marketing Can’t be Measured
You can calculate ROI, customer acquisition costs, share of voice, share of choice, customer sentiment,
brand reputation and a number of other things. Measurement is important but it’s critical to ensure that your
metrics are aligned with your business outcomes. As the saying goes, if you don’t know where you want to go, any road will get you
There. Here is a link that will help you get started http://bit.ly/w7LFdY
4. Rider:
The logical, verbal, thinking, conscious mind
Elephant: The automatic, non-verbal, visceral,
emotional, subconscious mind
Effective Ads are Logical
People are emotional creatures. We buy for emotional reasons then support those choices with logic. Harvard Business School
Professor Gerald Zaltzman has done extensive research on consumer behavior and concluded that up to 95% of consumer decisions
are based on subconscious or emotional reasons. In a battle between emotion (the elephant) and logic (the rider), the elephant will
always win. Indeed, the only way to stand out from the crowd is to create emotional messages that connect with your audience.
5. Price Determines Value
VALUE = Benefits / Cost
Value is a subjective term that relates to the consumer’s experience with a product. Value is calculated by the consumer and while
price is an important consideration, it represents only one half of the value equation. Based on this equation, there are only two ways
to increase value. First is to decrease the cost of a product or service. This is the easiest way to increase value but it has a drawback –
By lowering your price, you commoditize your brand and position yourself against every competitor who can offer their products
cheaper. Second, is to increase the benefit of the product or service. This is the harder path to take initially but will pay dividends in
the months and years to come. Adding benefit to your offering makes it harder to replicate when the benefit is something unique to
your offering.
6. You Control Your Brand
A brand is not what you say it is, it’s what customers say it is. The way a customer talks about your brand depends on the experience they had
with it. If their experience matched or exceeded their expectations, your brand develops a positive reputation. If the experience your brand
under-delivers, then your brand reputation will rightly suffer. In this way, you are only a guardian of the brand which means its your job to protect the
perception and sentiment of it by listening to what your customers have to say. This is the central theme of Coca-Cola’s revolutionary new marketing
strategy Content 2020 – have a look at part one http://bit.ly/qLmtXF and part two http://bit.ly/HjWut5 .
7. Advertising Creates Demand
Demand is created by a void in the consumer marketplace. Consumers may not realized that there even is a void, this is the job of the marketer – to
identify or anticipate a need. The product or service that fills this space is then supplied based on size of the void. No amount of advertising can
save a bad idea. At it’s very best, advertising can create awareness of the void and the solution that your company provides. In reality, the supply
and demand statement is more accurately stated as demand and supply.
8. Marketing = Advertising
Marketing is a strategy that encompasses the co-ordination of many brand-consumer touch points. The goal of marketing is to provide customers
with a consistent brand experience across all touch points. Advertising is a tactic that usually involves creating commercial messages and buying
access to audiences so as to distribute your message to target markets in specific mediums.
9. Everyone is Buying NOW!
The marketplace is a dynamic environment that is constantly changing and evolving. As there are many different triggers to initiate a buying cycle,
there are also many factors that contribute to the length of the average buying cycle. However, what is certain is that not everyone is buying now. In
A week, there are more potential buyers than there are today. Similarily, in a year there are more potential buyers than in a month. A marketing
plan that offers consistent value to prospects and clients has the best chance of delivering results because it eliminates the guesswork of predicting
consumer behavior.
10. How’d You Hear About Us?
This question is one of the worst ways to evaluate any kind of campaign. The average consumer is bombarded by 3,000 ads in every single day.
Your message isn’t competing against your industry competitors, it’s competing for consumer attention against all 3000 other advertisers. There
are at least two studies (Millward Brown & Michael Corbett) that have confirmed that customers have no idea where they heard or saw your ad.
Don’t bother asking, you won’t get an accurate answer. Instead, measure your sales over time or by postal code in the areas affected by the
medium.