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Category Archives: Author – Laurie Panas-Brackett
Lately customers and business associates have been trying to find the “cheap” or “free” advertising genie. Those “special” offers that media reps promise or extend. I often cringe when I see brands splattered along next to sordid content or photos, improperly printed in low res. or used with competitor’s brands. Is it free if companies hurt your brand? No. Its not free and it could be costing you money. The time and money already put into the brand to position it in the marketplace has been compromised. Some of these mistakes are easy to fix or the reach is so small it does not make a difference. Other times the damage is permanent. If you have a strong brand and it means something to your customers than it has brand equity. Don’t be too quick to give up that equity to a free or special offer unless you know what’s in it for your brand. If you are not adding to the equity of your brand than don’t do it. For more information on brand equity and increasing brand equity contact Princeton Marketing.
Have you ever encountered great customer service at a store you frequent? There is nothing better than dealing with a kind salesperson. It can make your day. However, not all salespeople are as kind unless trained to act a certain way.
I was amazed when I saw my pharmacist’s phone that had a note above it with the following written: “Always be nice, Say hello and smile, Always say have a nice day after the transaction.” This person had to remind herself to do these simple customer service tasks. But better to remind oneself then to not do them.
Strategic marketing can come in many forms. I spoke to a business owner yesterday and he said the last time his business was this bad was in the early 1980′s. Back then he owned a car repair station and business was so bad he couldn’t pay people to come in and do an oil change. He and his partner went after business by driving around town and helping people who had broken down in their cars. They were so appreciative that they started to patronize the business.
I have often heard about business cultures. I have especially heard about various business cultures in the tech industry. Companies like Google having a fun and creative thinking culture. It is rumored they put in beach balls and slides for their employees. This puts a mental picture in my mind of a culture that encourages play throughout the day and that expression is developed into great ideas. Wow, how fun would that be? But for our company it was as far as a business culture mentality really went. Until now.