The Wizard Chronicle
How to Attract, Convert, and Delight CustomersBy: Wizard of Ads Partners Editor: Craig Arthur
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Entries from March 30, 2008 - April 5, 2008
Experts...
"The world is full of Monday morning footballers."
- George Cowley, from the 80's TV series The professionals
Systems
"Every system is perfectly designed to produce the results you are getting. If you want different results you probably have to change the system." - W. Edwards Deming
The Shift Toward Low, Low Prices
By Michele Miller, Wizard of Ads Partner
The recently-released “2008 Customer Focus” study conducted by marketing firm Vertis shows that amongst women who are “chief shoppers” (responsible for more than 60 percent of household grocery shopping), nearly half (48 percent) say that low prices, advertised specials, and store coupons are the most important thing when it comes to choosing a grocery store.By contrast, only 30 percent of men consider low prices to be a top reason – convenience and proximity rate higher, at 41 percent.
Well… yes and no.
With headlines that shout the latest news on failing mortgage companies, record-setting oil prices and the dreaded R-Word, it’s obvious that we’re settling in for a bumpy ride on the big yellow economy bus.
People have less money to spend, but more choices than ever about where to spend it (thank you, Internet!). So, when push comes to shove and people are tightening their belts, low prices are going be in the driver’s seat.
You Made a Change to Your Customer Experience...
"For a moment, nothing happened. Then, after a second or so, nothing continued to happen." - Douglas Adams
Now What?
Don't expect instant gratification from your customer experience improvements.
Just like getting fit, it will take time. Be patient... Be consistent.
Unique Selling Proposition? … Feggedaboutit!
Training for Media Professionals. (and Business Owners)
From the dusty Chronicles of Roy H. Williams
USP is one of those terms that I desperately avoid using. Like so many of advertising’s Most Popular Phrases, “Unique Selling Proposition” tends to promise what it cannot deliver. Here’s how the fiasco usually begins:
Ad Pro: “What is true of your company that is not true of your competitors?”
Client: “Blah, blah, blah.”
Ad Pro: “Great! This is what we advertising professionals call a ‘Unique Selling Proposition.’ It’s what we’re going to use to eviscerate your competition and dominate your category.”
Client: “Eviscerate and dominate yes, that’s exactly what we want to do to those evil competitors. And while we’re at it, can we also steal all their customers and drive them into bankruptcy?”
Ad Pro: “Certainly. Because now we have a Strategic Marketing Plan and a USP.”
The client, fully convinced that he does in fact have a Unique Selling Proposition, now expects you to deliver on all those glowing promises you made. After all, didn’t you essentially say that only an idiot would buy from any company other than his? And didn’t you say that Radio (or TV depending on the Ad Pro) was exactly the right medium for his product and that your station reached precisely the right people? Congratulations! You have not only painted yourself into a corner, but you were good enough to supply the paint.
Advertising, Uncovery, Media How Can You Improve Your Marketing?
"It is about simple changes that will collectively make a difference." - the Philosophy behind Earth Hour
And remember...
"Everything is marketing." - Michele Miller
When Planning and Buying Media...
"Logic is an organized way of going wrong with confidence."
- Kettering's Law