Wednesday, January 28, 2015
Monday, January 26, 2015
Don’t expect a consumer to tell you why they buy from you. Better to observe and measure what they do. This allows you to keep testing your hypothesis of why constantly.
Wednesday, January 21, 2015
Imagine wine brands launching new products and being able to partner with Thirstie. I understand the complexity of beer, wine and spirit promotional law, but here is an intriguing way to partner with local retailers when launching a new product or variety.
If you are searching for opportunities, it can be mighty powerful to simply get a few friends together and start playing the game… I WISH.
"I wish I could click a button on my phone and bam! My six pack or my favorite California Cab shows up at my door as easily as a pizza."
Monday, January 19, 2015
Truth be told, I hate shopping except for food and wine. I don’t find myself in the mall or online looking for stuff so I don’t profess to be an expert in this arena. But I do know brilliant marketing when I see it.
How do you drip your marketing?
Imagine telling 100 patrons of your restaurant about the specials on Valentine's Day, or sharing with 100 clients of your yoga studio that you have a special event occurring on Saturday morning at sunrise. The reach is quick and the cost is reasonable.
Could you use help dripping your marketing message to customers? Perhaps instead of a plumber, you should connect with me on Clarity. I also fix leaky brands in my spare time.
Wednesday, January 14, 2015
How many people do you market too?
4 marketing suggestions
Monday, January 12, 2015
Not everyone in the company will want to participate but many people will enjoy sharing with their friends and family about the work they do and the products and services your company offers.
Looking for help igniting your communications and unlocking value, give me a call through Clarity. I offer seasoned advice.
Wednesday, January 7, 2015
- WHAT DO THEY VALUE: How well do you understand what your customer really values when they buy products (or services) in your category? What is it based on and are you clear about how the customer prioritizes the desired outcomes they need?
- DOES RELIABILITY COUNT: How much value do they place on reliability of delivery?
- WHICH FEATURES: How clear are you about the features that customers prioritize in their needs? You might have too many bells & whistle attached when something simpler and less expensive is more in demand. Conversely, you might be leaving money on the table when customers aren’t buying for function but for fashion.
- SHAPING DOUBTS: If a competitor comes in with a similar product with identical features, can you help shape a doubt or question in the customer’s mind about buying from your competition? Can you highlight any truthful and measurable weaknesses that may raise a concern when a decision is about to be made?
- ADDED VALUES UNLOCKED: Is there value you add that isn’t obvious or clear to the person making that decision? For example, if your product is American made and your competitor comes from overseas, can you play upon patriotism or keeping jobs in America?
- VALUE ALIGNMENT: Does your company’s commitment to a value that aligns with your customer’s enough of a benefit to push someone in your direction. All things being equal, would you rather buy from a company who puts sustainability at the top of their values versus one that doesn’t care about that issue?
- SHOW DON'T TELL: Do you provide a clear way to physically show the difference versus just telling someone why you are better, cheaper or faster? Some product differences are complicated to explain – even to someone who is technically interested. Show the difference, don’t tell -it is powerful way to illustrate value.
- AN IRRATIONAL CHOICE: Emotional and irrational decisions occur all the time in buying situations. Is it possible that you have been focusing on overly rational explanations versus helping the customer through their journey to get to a new emotional state. (Buy from me and you will feel safe, happy or proud).
This post was inspired by an interview on John Jantsch's podcast with Ron Baker. To listen, click here.