2. Memory: Often, with so many details to track in every day life, it is near impossible to remember that which is not the most important. If an ad drives a consumer into a store and they have to remember to "say you heard it here" the chances are slim and none they will remember unless they heard the ad in the parking lot, and even then it's doubtful.
3. Pride: The generation of the Great Depression and the one that followed were programmed to save. Save money, save leftovers, save used tinfoil if they could. Even in the depths of a recession there are scores of people that are too concerned with how people will perceive them. The pride from saving hasn't become popular again.
4. Embarrassment: Too often the clerks have not received the message correctly from corporate and don't know about the promotion. If the consumer has taken time to clip the coupon and remembered to use it and takes pride in saving money only to have the employee at the register hold up the line to check with a manager, they won't be too inclined to do it again later.
I was truly devastated to hear of John Hughes' death last week. Although we have lost a number of icons from my childhood recently, Farrah Fawcett and Michael Jackson come to mind first, it is John Hughes who spoke to me.
Fuel Lines, a leading resource for advertising agencies across the country, holds a monthly poll to determine the best ad agency blog. With almost 62,000 advertising agencies in America, we are honored to announce that Razor Branding Blog has been nominated as a Blog of the Month for July.
1. You think that you are your target consumer. It happens all the time. The CEO and CMO nix an idea because it doesn’t appeal to them. Unless they fit the the demographic and psychographic profile exactly, they can’t base decisions on what they like.
2. Your touchpoints are not aligned with the market. It is very easy to spend a lot of budget and not reach the right people. If you are still using a distribution or retail network when your consumers are online, you are incurring unnecessary costs and missing big opportunities.
3. You are known by your founder, and not your product. Your founder hasn’t been with the company in 50 years. The patents and processes that he created have been outdated for decades. If the only thing you have to talk about is the past, how are your shareholders going to feel about your future? Just because your company is named after the guy that started it all, you still have to find a way to grow beyond that.
4. Your media plan stays “consistent”. Habits change. New channels open. You have to be flexible enough to be where your consumers are – and realize that it changes, often.
5. Your Brand Identity is indicative of the year you were founded. If you are still using a type treatment and mark that hint of tie-dye and bell bottoms, your consumers are not going to feel confident that you have a handle on the world they live in.
6. You can’t tell the difference between you and your competitors. You may think you know how you are better, but you can’t verbalize it. You struggle with answers about price or people or service but don’t have a clearly defined reason that explains your excellence.
7. Your product is not keeping up with the times. Turn around times, terms of service, packaging, environmental concerns and technology are all evolving. If you don’t keep up, your consumers will leave you behind.
8. You would rather broadcast to your consumes instead of conversing with them. If you are waiting until this whole ‘social media thing’ blows over you are going to be blue in the face pretty soon from holding your breath. Meanwhile your consumers are developing relationships with your competition, the ones that know who they are and what they have to offer.
9. Your consumers are aging. They discovered you when you were young and they were young. It was a match made in heaven. But now they are older and are spending less and less every year. You have to create a connection with the younger emerging demographic groups or you will lose all of your customers to attrition (aka death).
The question now is, What are you going to do about it?
For the past three years, times were good. Very good.
The old adage that you can attract more flies with honey than vinegar seems pretty quaint in this day and age.
Tune in every Monday at 5:20pm on KPEL (www.kpel1051.com) for another weekly edition of Brand Buzz.
"Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."
When asked, most companies state 'customer service' as one the ways that they engage their customers, strengthen their brand and stand out against their competition.
- Good design is innovative
- Good design makes a product useful
- Good design is aesthetic
- Good design helps us to understand a product
- Good design is unobtrusive
- Good design is honest
- Good design is durable
- Good design is consequent to the last detail
- Good design is concerned with the environment
- Good design is as little design as possible