The Marketing Industry is Full of Parrots and Bandwagoners
The marketing industry is full of parrots and bandwagoners. So often I see posts by marketers who say the exact same thing I read or saw by some other marketer. I assume they saw the same original post I did, needed a post of their own, so they just parrot back the exact same message […]
What Makes a Product or Brand Premium or Luxury?
Here are (some) of the E’s of luxury marketing: 👉 Emotions – using storytelling to align with customers’ values, luxury brands can tap into emotions to create desire and aspiration. 👉 Exclusivity – high net worth individuals (HNWI) and aspirational consumers want with others cannot have. Luxury brands can make customers feel important by offering […]
Why Marketing is SO Difficult for Small Businesses
For most small businesses, marketing is REALLY difficult. Companies who get the most value from marketing, are those who: Spend a lot of money over a long period of time Use an omni-channel approach (traditional and non-traditional) Have a superior product with a clear UVP Have a large enough team to tap into strategic, creative, […]
What if Gas Companies Invested More into their Brand?
I assume most people are brand agnostic when it comes to gas stations – they are essentially all the same. You go to the one that’s convenient or cheapest, perhaps the one where you collect points. What would it look like if a gas company invested more into their branding? But first, what is branding? […]
The Sale Doesn’t End at Checkout – The Importance of the Customer Journey
A primary goal for all businesses should be crafting memorable customer experiences. In a world where first impressions can make or break a brand, consumer packaging has evolved into an art form. The way a product is presented to the customer can leave a lasting impact, and Vessi, a brand known for its innovative footwear, […]
Why is Brand So Important?
Why is Brand So Important? Consumers spend their hard-earned money (often a lot of money) to be walking advertisements for a brand, why? Shouldn’t it be the other way around?
How Cartier Uses Storytelling Marketing
You will often hear marketers say this about storytelling marketing: “It’s about positioning the customer as the hero, your company as the master, and the customers’ pain point as the villain.” It sounds nice, but what does it even mean? Let’s not overcomplicate storytelling marketing. Here are some examples: Describing how you did something, telling […]
How to Exit the “Learning Phase” on Facebook Ads
If you’re spending $5 – $10 dollars per day on your Facebook ads, you’re wasting your money. If you go right to the source, it tells you how to exit the learning phase. “Typically, performance stabilizes after an ad set receives around 50 optimization events within a 7-day period.” 👉 Translation: 50 sales, 50 sign-ups, […]
Robert Cialdini 6 Principles of Persuasion Sales and Marketing
American Psychologist, Robert Cialdini identified 6 Principles of Persuasion. Understanding how to use each in your sales and marketing can be a gamechanger. They are: 👉 Reciprocity – Offer free resources or trials to potential customers. When a software company provides a free 30-day trial of their product, they are using reciprocity. Customers feel obliged […]
The Tale of Two Pyramid Builders: A Lesson in Business (work smarter, not harder)
Have you heard the tale of the two pyramid builders? A pharaoh tasked two builders to construct separate pyramids. One builder got started right away, chiseling the stones and moving them into place. He had spent his entire life working hard, and was only about halfway done when he died – broken and penniless. At […]