Last time I wrote about the importance of telling your story in order to make an emotional connection with your customers or guests. I have just read an article giving you 5 elements of storytelling that you could use in your marketing. In summary the 5 elements are: Passion –Your story must be appealing, personal … Continue reading 5 Elements of a Good Story
I wrote recently that branding is all about the experience that your customers have with your organisation: how you make them feel is what they will remember the most. Naturally you want them to feel good so that not only will they return but they will also bring others with them. I believe that the best … Continue reading Let me tell you a story
In his book Brand Advocates-Turning Enthusiastic Customers into a powerful Marketing force Rob Fuggetta discusses the importance of your brand advocates in today’s cynical market place. According to the Dachis Group, brand advocacy is defined as "the activation of people who are, or could be, passionate enough to engage on behalf of the brand and … Continue reading Six types of brand advocate
When you think of branding you might think of large global companies like Nike, Marriott, McDonalds and big, big advertising budgets. You might think of designer gear and expensive logos. But the concept has been around ever since Man started trading: when symbols became the mark of a person’s trade and consumers used this information … Continue reading Branding: It’s all about the experience
In our new interconnected world, Brian Vellmure poses an interesting question, specifically: In a world where access to almost anyone and anything is available from almost anywhere…and in many cases will be automatically recommended… How will you continually create value in [a] constantly evolving complex network? Your customers are probably more clued up about your … Continue reading How to stay relevant for your customers
There cannot be many people who have not seen such scary statements as: An organisation, on average, loses 50% of its customers every 5 years 68% of customers leave a company because of poor service It costs 5 times more to attract a new client as to retain an existing one Well “Goodbye customer, hello … Continue reading If you have only satisfied customers you have a problem!
I was fortunate to have taken a short holiday last week in a comfortable hotel on the south coast of England (we won’t mention the weather). On my last morning, tucked in amongst the condiments, I found an A4 folded sheet with both sides full of text and little tick boxes: it was a guest … Continue reading Customer Surveys: A Slow and Painful Death