Search StrategyAudit blog
-
Recent Posts
Categories
Blogroll
Archives
Category Archives: Customers
Brand Loyalty?
The holy grail, the prime objective of billions of dollars of advertising, the wall behind which many campaigns that have failed to generate incremental sales have hidden, Brand Loyalty. I cannot help but wonder if the label “Brand Loyalty” is … Continue reading
Posted in Branding, Communication, Customers, Marketing
Tagged Branding, communication, customer, Innovation
Leave a comment
Four immutable laws of sales.
For years with my sales consulting hat on I have pushed the notion that when selling a product or service that requires the B2B buyer to exercise some level of consideration, so it excludes the everyday, commodity purchase, there are … Continue reading
Jobs to be done.
Marketing groups usually set about segmenting markets by one of two basic ways: By demographics, age, sex, education, income, with/without children, and so on, or, By product category, for example meat is usually segmented by breed, cut, pack size, price. … Continue reading
Posted in Customers, Marketing, Strategy
Tagged Branding, category management, customer, Marketing
Leave a comment
Digital Darwinism.
It is simply a fact of life that digital media is evolving faster than the existing institutions around it, particularly the regulatory ones. The decision during the week to reverse the Federal Courts decision on the streaming of “almost live” … Continue reading
Posted in Change, Customers, Innovation, Marketing, Social Media, Strategy
Tagged Change, change management, customer, Innovation, Marketing, Social Media
Leave a comment
Advertising: cost or investment?.
The costs of advertising only get counted when you do lousy advertising. When you place an ad, and you get a great response, the costs are never considered, but place a lousy ad, getting little response, then the cost is … Continue reading
Posted in Communication, Customers, Marketing, Sales
Tagged communication, Marketing, negotiation, Sales
Leave a comment
Foundations of strategy
Observing and working with a wide range of clients and networks over a long period, it seems to me that there are three foundations of strategy that appear time and time again, present in the successes, and absent in the … Continue reading
Social branding brilliance.
Content is the new creativity. In the “old days” a core part of developing advertising that had brand building as its purpose, was a need to be memorable, relevant, deliver a proposition, and cut through the clutter on TV (or … Continue reading
Posted in Branding, Customers, Marketing, Social Media, Strategy
Tagged Branding, communication, Marketing, Social Media, Strategy
Leave a comment
Anatomy of a failed sales pitch.
I walked into a retail store last week, the salesperson wandered up, big smile, “How can I help you” he said. Good start, better than the usual “Can I help?” which has as a possible answer, “No thanks, just looking”. … Continue reading
Go where your customers go
Rarely does anything happen behind a desk, so why do you spend so much time there? Just like the old saying “the harder I work, the luckier I get” small business owners should say “the more customers I see, the … Continue reading
Posted in Customers, Marketing, Sales
Leave a comment
Customer eyes and voice.
As a marketer my basic mantra has been “see it through the customers eyes”, simple and effective. Recently while mentoring a great young sales person for a client, I noticed that even though she asked the right questions at the … Continue reading
Fight the war or sell the bullets?
The truth of wealth creation in the gold rushes, is that it was the blokes who sold the shovels, beds, grog, and horses who got rich, not the individual miners, with the odd exception for the really lucky ones. It … Continue reading
Posted in Customers, Marketing
Tagged change management, Marketing, performance assessment, Strategy
Leave a comment
Gaming on-line referrals
I purchased a set of Sidchrome tools as a 20 year old working on my first car, simply because a mate doing an apprenticeship told me they were the best tools, and 40 years later, I still think Sidchrome are … Continue reading
Posted in Customers, Marketing, Social Media
Tagged Branding, Marketing, Social Media
Leave a comment
Market to a mind-set
I’m 60, an early adopter of marketing analytics in the 70′s. Demographics, U&A, and product positioning research all hooked into mass marketing media, the foundation of our mass market, consumer led social revolution. Now all that is irrelevant, or almost. … Continue reading
Posted in Customers, Marketing, Social Media
Tagged Branding, customer, Marketing, Social Media
Leave a comment
The disruption of photography
Kodak used to “own” photography, having a massive share of the film market, end to end. No more, Kodak is virtually broke, subject to continuous take-over speculation. The really interesting thing is that one of the assets that makes Kodak … Continue reading
Posted in Change, Customers, Innovation, Marketing, Strategy
Tagged Change, Innovation, Marketing, Social Media
2 Comments
The purpose of advertising.
“Advertising is what you do when you cannot get there in person” This has been a pretty regularly heard quote over my 40 years in this business, attributed to Fairfax Cone, one of the founders of Foote Cone & Belding … Continue reading
Posted in Branding, Communication, Customers
Tagged Branding, communication, customer, Marketing, performance assessment, retailer, Sales, seth godin
Leave a comment
Pavlov’s customers.
We are in the middle of the post Christmas sales, an orgy of discount opportunities for consumers as retailers rush to clear stock, and take advantage of the behavior consumers exhibit every new year, “buy, buy, grab the discount”. Whoops? … Continue reading
The challenge of the first
Ever thought about how markets happen, how the emerge, how they grow? A new market has to have a first customer, most marketers look to the value proposition, the competitive landscape, the distribution channels, the mechanics of manufacturing, the service … Continue reading
Posted in Customers, Marketing
Tagged category management, Change, customer, Marketing
Leave a comment
SME’s need to adapt or die
Being a supplier to FMCG retailers is really, really hard. The two gorillas are demanding, unreasonable, and often just plain stupid, at least that is a suppliers assessment. If you asked the retailers, they would just be doing their jobs, … Continue reading
Posted in Customers, Management, Small business, Strategy
Tagged Change, customer, Management, performance assessment, retailer, SME, Strategy
Leave a comment
Return on Exposure
How do you calculate the value of an investment in social media? Any investment attracts the need to try to quantify the returns, both to measure the success of the investment when it is too late to do much about … Continue reading
Posted in Customers, Marketing, Social Media, Strategy
Tagged communication, customer, Marketing, performance assessment, Social Media, Strategy
Leave a comment
Worlds best digital marketing campaigns
Marketing on line is no longer the “next new thing” it was just a few short years ago, it is mainstream, a major consumer of marketing resources, and source of huge marketing value when done well. As with all new … Continue reading
Posted in Branding, Communication, Customers, Marketing, Social Media
Tagged Branding, communication, customer, Marketing, Social Media
Leave a comment
