The Story of the 'Sword in the Stone' in our logo and embedded in the wall of the Wizard's Tower.
Two Customer Experiences
Delight @ Angelina's Fine Food in Annandale Central
I ordered a coffee.
Tall. Cappuccino. Half strength. Made with lactose-free milk.
I know. I'm precious. :-)
You want your website visitors to contact you or sign up for your newsletter or fill in a form or buy from you. So you ask them for information and then at the bottom you place a big bold button with the word "SUBMIT."
Submit, is a word with heavy baggage, negative emotions and negative mental images.
1. Door Knockers
Knock on enough doors and piss off enough people and you will get sales. It's a numbers game the Old School Sales Trainers tell you. But at what cost to your brand. That reminds me I need to get that "No Door Knockers" sign.
"I want to add sliders to my website"
"Because my competitors have them."
"That's great news your competitors have them."
"Why do you say that?"
"Because sliders *suck."
I've had that conversation with three different clients over the last couple of weeks.
1. Advertising Brings in New Customers
If your message is relevant, memorable and delivered frequently customers will come. And the better your message and media strategy, the more and more customers will come.
On the other hand, if your message is blah blah blah like most ads and if your media plan is diluted and on and off again, don't expect much return at all.
2. Advertising Reminds Existing Customers to Return
1. Nothing Changes Until Action Is Taken
"Unrelenting action is what turns starry-eyed daydreams into steely-eyed objectives. You say you have a goal. Let me look into your eyes. Now tell me what you did today." — Roy H. Williams, The Wizard of Ads
"Be not afraid of going slowly; be afraid only of standing still." - Chinese Proverb
"A brand isn’t what you say about yourself, Sunshine. Your brand is built on your actions. Your performance. And the performance of your products." - Poobah, Be Like Amazon, Even a Lemonade Stand Can Do It
I was talking to my mate Trent Yesberg about the importance of values in business. How your business is a reflection of you.
I explained to Trent, how as a marketing strategist you spend much of your time studying people. The things they do. The things they don't do. They way they treat other people. What they say. What they don't say.
You learn much about a businesses by observation.
Brand Like Amazon:
Even a Lemonade Stand Can Do it.
"We believe the duck billed platypus is proof that God has a sense of humor." - Ryan Deiss
My good mates and business partners, the brothers Eisenberg, Jeffrey and Bryan and Roy H. Williams, have written a new book; Brand Like Amazon: Even a Lemonade Stand Can Do it.
*"A typical business hears from 4% of it's dissatisfied customers. 96% of dissatisfied customers don't complain. 91% of these customers will never come back." Source: 'Understanding Customers" by Ruby Newell-Legner
"When you know how adverting works and your competitors don't, you have the advantage."
Advertising is like planting corn.
According to reference.com, "From sowing to harvest, a corn seed takes 55 to 95 days to grow, depending on what type of corn is planted as well as the climate it is grown in. The time from planting corn seed to germination is normally about 5 to 12 days."
Tony, I will give you my personal thoughts, an expert opinion, a scientific theory on why, (a little tongue in check) an example of how marketing to women added $975,000 in one year to top line sales of one of my clients and my conclusion.
You're having a good day at work. Then the phone rings. It's the local magazine rep with a once in a lifetime discount offer.
A full page ad costs $3,000, but because the magazine is going to print in 3 days, they are willing to give it away for $1,000.
Zoe, the answer depends on your definition of advertising.
Are you talking...
- Media selection. The delivery vehicle of your message (passive or intrusive)? Television, radio, newspaper, magazines, Adwords, Facebook ads, flyers, billboards, buses, cinema, email, direct mail, door knocking... If you say the right thing, all advertising delivery vehicles work to some degree.
Garry, when it comes to marketing everyone has an opinion and everyone is an expert. After 18 years as a marketing consultant this is what I believe.
Great question Ralph. By "to do" I assume you mean "to voice."
We believe in business owners voicing their radio and television commercials.
But not all owners wish to be the spokesperson, and that's okay.