Brand awareness, the measurement of consumers’ knowledge of your brand and brand image, how consumers perceive your company, product or service, is a marriage that directly translates to “wallet share.” Developing a positive, meaningful and powerful brand image will create customer stickiness that translates into sales.
But what happens when your brand awareness and image are strong and top of mind yet your brand preference scores lower on the scale than your competition? How do you affect the decision making process so your customers will choose your company, your product or service instead of your competitor’s?
Brand preference is defined as the “measure of brand loyalty in which a consumer will choose a particular brand in the presence of competing brands, but will accept substitutes if that brand is not available.” If your brand awareness or image isn’t the problem then let’s explore three of the most popular issues that impact brand preference. It’s all about listening to the voice of the customer. Continue reading “Boosting Brand Preference: The Voice of Your Customer”
Working with a variety of divisions or departments in a company presents interesting challenges. Apart from whatever processes or protocols are in place to get your projects completed through inter-department or division channels, there’s a human layer here that takes some thoughtful handling. While it may be someone’s job description to contribute to your goal, navigating personalities and individual interests is a project on its own, and worthy of a flowchart! Here are some tips that may help you: Continue reading “4 Tips For Managing Interpersonal Relationships on Your Next Project”
One of the most rewarding challenges I’ve faced in my career as a marketer was the task of creating a regional marketing plan for a large national brand. The company is a well known real estate franchisor and my role was to focus on 22 western states, 73 market areas and the 1,300 franchisees therein. With such a large, diverse territory I wasn’t going to be effective with a single media strategy.
This is where the concept of layering comes in. Think of it as “marketing irrigation” – creating channels through which a larger media plan can flow to a local market. One article can’t cover what years of experience can teach but here are a few considerations to selecting the proper marketing vehicles or channels to create layered exposure. Continue reading “Increasing Marketing Impact by Layering Media”
What makes an effective account manager? It’s certainly measured in results – sales, renewals, referrals – but how do you achieve those results? We’ve all had experiences with clients that for all our efforts it just didn’t go our way, so why do some accounts thrive and others falter and how much of that is due to the account manager?
Account Management is an interesting role; it’s comprised of so many other skills and specialties. Therein lies the challenge…and the reward! A good account manager pulls from a variety of experience, skills and talents. Success is not only measured in sales but in loyalty. Capturing market share from competitors in repeat business is a mark of true success. It takes a lot more to build customer loyalty than to motivate a single or short-term sale. Continue reading “The Building Blocks of Effective Account Management”