In an evolving marketing world where consumers are often watching TV with a second screen in their hands and fast-forwarding through commercials, transit advertising has become a growing platform for marketers. Airports, bus vestibules and subway cars all foster an environment that makes travelers exceptionally receptive to advertising messages. Believe it or not, airports are actually a place where consumers want to be exposed to advertising. While in an airport, travelers are mentally preparing for new experiences and willing to embrace new messages in their surroundings. Though sometimes overlooked, airports attract a captivated audience and foster an ideal environment for ...» 1 Comments
The Enemy MinePosted by Kathleen Stockham on Apr 16, 9:52 AM
When you report your social media metrics to your boss or a client, naturally you focus on your "fans" and how many you added/lost in a given period of time, right? You added "this many" for this promo but "lost a few more" the next day because you promoted a little too much. Or, say, after a rather provocative point of view or miscue by your parent company, the fans evaporated or showed up in droves to support. Either way, you can't help but take it personally when someone clicks to either "join the party" or "walk away."» 0 Comments
In his book All Marketers Are Liars, marketing guru Seth Godin emphasizes the importance of storytelling as a successful marketing strategy. And, to my mind, he's absolutely right. As a former teacher and a current-day online marketer, I know exactly how important it is to frame a customer's need in the context of a story-and then to cast the solution as the happy conclusion to that story.» 1 Comments
Aggregated. Summarized. Concise. These terms are referenced more often than not with regard to digesting news. Then there's the issue of what digital platform you're using to consume information. Smartphone? Tablet? Desktop computer?» 0 Comments
In an era when consumer products and services rapidly commoditize, the customer experience has become the point of brand differentiation. It matters more than ever before - as evidenced by an increasing number of businesses adding a Chief Customer Officer to their executive leadership team. A good experience has the power to unlock a lifetime of loyalty and advocacy. A bad one can be relayed across the world with just the click of a mouse. More than 86% of customers say they will simply stop using a brand after one bad experience, and 82% of customers will communicate their bad ...» 2 Comments
I recently spent my entire weekend with cheerleading moms in Dallas, at the National Championship and, ironically, in our downtime, there was a lot of discussion about stores and brands and their marketing efforts. It was fascinating to listen to. (If you know anything about Cheer Moms, you know we are not short of opinions!)» 3 Comments
The word "engagement" has become a buzzword for marketers lately, but many brands do not fully understand its definition: to ignite excitement that leads to participation. A call-to-action does not always need to equate to a transaction. Yet, not every campaign must directly sell a product in order to be considered successful. In many scenarios, brands have grown their businesses by building relationships with their target audiences, eventually turning consumers into brand advocates. For many, social media has become the driving vehicle for consumer interaction. Facebook, Twitter and Instagram have transformed the meaning of campaigns in order to sell a ...» 0 Comments
Customers are valuable. We all know that, of course. We work hard, strategize, and spend good money to acquire them. We brainstorm what they might want from our products and services, and then we try to give it to them. We do everything within our creative powers to engage them and keep them engaged.» 1 Comments
Conferences and trade shows are nothing new for marketing professionals. They can be a great way for brands to network with current and potential customers as well as interact with peers. However, conferences also require a good deal of preparation, time and money, so if you are investing, it's critical to prepare a conference presence that will pique visitors' interest and encourage them to stop and ask questions.» 0 Comments
Cross-selling became popular in through customer service and sales centers in the 1990s and on the web more recently. At the time, The Economist described it as "the synergistic notion that buyers of one of a firm's services would become customers for another." As expected, the rules and opportunities around cross-selling have evolved and expanded since. It's still effectively used to generate revenue but also as a value-added service to a customer.» 0 Comments
