Successful Brand Building for SMEs: Overcoming Your 10 Biggest Frustrations

Brand building for SMEs is a complex journey. As an SME owner, CEO, or CMO, you may often be overwhelmed by the challenges of establishing and maintaining a strong brand presence.

In this article, we’ll explore ten common frustrations of brand building for SME leaders and provide solutions and inspiring real-world examples of overcoming them.

1. Inconsistent Brand Messaging

Consistency is key to building a strong brand for every company, but achieving it can be a significant hurdle. Inconsistent messaging across various channels can dilute your brand’s identity and confuse your audience. This inconsistency often stems from a lack of clear guidelines and miscommunication among team members. Unfortunately, these are common problems for brand building in SMEs.

Solution: Develop comprehensive brand guidelines that detail your brand’s voice, tone, visual style, and key messages. Ensure that all team members, from marketing to customer service, are trained and aligned with these guidelines. Regularly audit your content across different platforms to help maintain consistency and make necessary adjustments when needed.

Example: Beardbrand, an SME focused on beard grooming products, maintains consistent brand messaging through detailed brand guidelines and a strong, unified voice across all platforms. Their commitment to consistency has helped them build a loyal customer base and grow their brand significantly.

2. Limited Marketing Budget

Many SMEs operate with tight budgets, making allocating sufficient funds for branding activities a real challenge. This financial constraint can hinder your ability to invest in high-quality content, advertising, and innovative marketing strategies.

Solution: Focus on cost-effective branding strategies that provide high returns. Leverage social media platforms, which offer affordable advertising options and can help you reach a broader audience. Collaborate with influencers and use content marketing to share valuable information that establishes your brand authority. Remember, creativity often trumps budget when it comes to effective branding.

Example: Hiut Denim Co., a small UK-based jeans manufacturer, used storytelling and social media to build its brand without a large marketing budget. By focusing on the quality of its product and the story behind its brand, it attracted a dedicated following and increased its sales.

3. Difficulty Measuring ROI on Branding Initiatives

 

Conclusion

Brand building for SMEs and larger companies is an ongoing process that involves overcoming various challenges. Addressing these frustrations head-on can significantly enhance your brand’s presence and impact as an SME owner, CEO, or CMO. By implementing the solutions outlined above, you can navigate the complexities of brand building more effectively and set your business on a path to sustained success.

If you are looking for expert guidance to overcome these challenges and elevate your brand, consider partnering with a consultancy specialising in SME branding strategies. With the right support, you can confidently transform your frustrations into opportunities and achieve your branding goals.


For more insights and personalized assistance, visit C3Centricity and discover how we can help you build a strong, cohesive, impactful brand.

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7 Secrets to Business Growth from Leading Global Brands

Whenever several people ask me to share my strategies for achieving business growth, it indicates that something significant is happening in the marketplace.

This is precisely what happened to me a few months ago. No less than two of my current clients and four new companies have asked me for support in growing their businesses in just the past month! In particular, they have all said that one or more of their brands is stable (to be polite) and that they want to reverse their (negative) trend.

Is this your situation, too? Did you also struggle to achieve growth this year? If so, I have a useful 7-step process that will bring you rapid change in 2024. (although if I were one of the self-proclaimed “gurus” we all see on social media these days, I probably would guarantee you results in days or weeks, shouldn’t I?!!)

I believe that one of the major issues in marketing these days is that companies are following an incomplete, outdated CX (customer experience) model.

 

The Need for a New CX Model

The CX Index states that 90% of businesses, regardless of the vertical they are operating in, have made CX their primary focus. And research by Gartner concluded that 80% of organizations expect to compete mainly based on CX.

This should be good news for customers, but there’s a problem.

Most discussions about customer experience only consider the interaction between the customer and the company. As a result, most effort goes into improving customer service departments and call centres.

Since these departments tend to be either smaller or even outsourced, their changes have little impact on how a business works. They are also of little interest to top management.

The customer journey is seen as linear and only impacts different departments at distinct points in time. Even if their emotions are considered at each touchpoint, which is already an improvement, it remains static.

In addition, information about the customer may be gathered, but it is rarely shared, let alone integrated, for deeper knowledge and understanding.

This has resulted in individual actions being taken without a holistic view of the customer or their experience. That is why so few succeed.

 

Quantum Customer CentricityQuantum Customer Centricity (QC2) takes a multi-dimensional view of the four moving parts of a customer-first strategy. It boosts business by leveraging your strengths while identifying the biggest opportunities for growth. It finds the small, key changes that will maximise your company’s benefit.

And these smaller atomic transformations are far more likely to succeed than larger ones.

QC2 is a breakthrough approach that integrates rather than replaces what you are already doing well, so progress is made faster and usually also considerably cheaper.

It creates greater agility, delivering more targeted and accelerated results than most of the traditional models typical to larger organizations.

If you’d like to learn more about QC² and what it can do for your business, you can download a free copy of the book “The Click to continue reading

Navigate a Challenging Business Environment and Stay Ahead of Your Competition

When facing a challenging business environment, which these days is true for almost every industry, companies don’t always have the time to make considered decisions. Agility has become a much-needed skill.

So, how can companies be better prepared for whatever the future holds? 

Agility needs preparation and with this in mind, most major organisations conduct some sort of societal trend following in the hope that they will correctly “guess” what might happen. You may be one of them. So it might surprise you that I believe this is a huge mistake, especially if you think that trends alone will better prepare your organisation!

Think about it. Most companies follow the same trends, attend the same trend “shows” & conferences, and get the same or at least very similar reports.

This results in them all working on the same ideas and concepts, and eventually launching very similar products and services or campaigns, that struggle to compete effectively.

Have you never wondered why suddenly everyone is talking about a certain topic, using similar slogans, or launching equivalent offers? Now you know why!

Here’s how to avoid this and develop a powerful competitive advantage.

 

Market Evidence

I want to start by sharing just one example of the problem I just mentioned. A few years ago, we started seeing many companies using the idea of “YES” and “NO” in their advertising. In Europe, these included:

  • The Swiss Migros Bank: see the videos here – only in French & German, I’m afraid but still easy to understand whatever language you speak.
  • Coke’s “Say Yes to Love” campaign.
  • Coke say yes to love

 

  • BMW 320i  Campaign YES YOU CAN

 

These are just three examples from very different industries, but I’m sure there are many others in your own country. (If so, please share the example in the comments below.)

Clearly, the trend for more independence and freedom has been emphasised in all three organisations mentioned above. Perhaps they are working with the same trend or advertising agency? Or maybe they are buying the same external trends report. It certainly looks like it, doesn’t it?

Companies that develop concepts based upon this type of external resource alone can find themselves in a race to be the first to market when using the ideas these reports suggest.

Incidentally, it is not always best to be the first when introducing new concepts to consumers, especially when they require learning new ways of thinking or working.

So what can you do about it? The vital step that many – dare I say most – organisations don’t take, is to turn the trends they are following into plausible future scenarios.

Scenario planning ensures original thinking from which proprietary ideas are conceived, and takes the development of new concepts in-house, where it belongs.

Then, the new product and service concepts, the new advertising campaigns, and the new promotions that are designed are unlikely to be the same as those of the competition and will, therefore, have a greater chance of success.

 

Turning Trends

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5 Secrets You Need to Know About Brand Portfolio Success

How do you know when your brand portfolio has too many variants? In my opinion, the answer is that it’s when you can’t answer that question! Can you?

One of the most popular evergreen posts on C3Centricity is “The Beginners Guide to Brand Portfolio Management.” It seems that we all suffer from a deep-rooted fear of managing and reducing our brand portfolio, especially when it includes many historic or regional variants.

That is why I decided to write about these best-kept secrets in portfolio management, which even large corporations are not always aware of!

 

MORE IS RARELY BETTER!

We live in an over-abundant world of consumer choice, but more is rarely better. The paradox of choice is a powerful concept  popularised by Barry Schwartz.

It states that people actually feel freer when they are given fewer choices. Have you never ended up walking out of a store without the purchase you had planned, because you had been faced with too many choices? I know I have – often!

It is said that the limited choice offered in hard discounters is one of the reasons for their success. It appears that it’s not only about lower prices.

Retailers such as Aldi and Lidl present just one or two brands of each category they stock, in addition to their own brand. The branded products they do sell are almost always the cheapest offering the brand has or one of their older versions that are no longer very popular. And they are usually at the same price if not even higher than in normal supermarkets!

More than fifteen years after the first research on which Schwartz based his theory was conducted, new studies have given some alternative perspectives on choice. They claim that large assortments are not always a bad thing. In the study by Gao & Simonson, they propose that many factors were forgotten in Schwartz’s original study.

You can read the full findings of this latest work in Neuromarketing. What I found of particular interest in this article, being the customer champion that I am, is that they conclude by saying that it all depends on understanding your customer – doesn’t everything?! Their summary findings state that:

“In certain situations (when the ‘whether to buy’ decision comes before the ‘which option is best’ decision) a large assortment CAN increase purchase likelihood. Especially in eCommerce, it is possible to reap the benefits of a large product assortment, while helping customers make choices?”

In other words, the online searches that we all now perform before purchasing many articles will benefit from a wide selection of offers. Once we decide to buy, a large choice can become a barrier to the final purchase.

Although Schwartz’s original book was published in 2006, he more recently commented on consumers’ current choices in “The Paradox of Expanded Choices.” He concludes the article wistfully by saying:

“We can imagine a point at which the options would be so copious that even the world’s most

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The Exciting Future of Brand Building comes from Customer Centricity

Marketing is an old profession. It’s been around for hundreds of years in one form or another. But with the advent of digital in the early 80’s, companies began taking a serious look at their marketing strategies.

Many organisations realised that it was time for a major overhaul of their primarily outbound strategies. Consumers no longer appreciated being interrupted in their daily lives, if they ever did! Marketing had to find ways to stimulate more inbound engagements, but how?

However, after trying multiple inbound marketing strategies, they find that they are still irritating their customers with spammy emails, intrusive pop-ups and over-complicated cookies, that gather far more information than most organisations will ever need or use. At least those will soon be a thing of the past!

Despite these changes, CMOs remain one of the leading c-suite members who struggle to keep their jobs for more than four or five years. The reasons are many, but the post “Head of Marketing, How Can You Keep Your Job When Most CMOs Are Losing Theirs?” explains what you can do to ensure that you leave your position when you want to and not on your CEO’s terms.

Brand Building

Many large CPG companies, such as P&G, Coca-Cola and Nestle, have changed the name of their Marketing departments in the past twenty years, to Brand Building. They hoped that it would revive sales and give new vitality to their communications to better engage their customers in the new social world. But most failed miserably, because they remained very much in a state of business as usual. They continued with the same processes and mind-sets. And with few exceptions, they prioritised thoughts about themselves and their brands, and rarely took their customers’ perspective.

A more recent change is bringing more marketing tasks in-house, as P&G has done. Read more here. While this certainly saves a considerable part of their budget, the biggest advantage from my perspective, is that these companies automatically learn more about their customers’ behaviour. When you are planning communication campaigns and deciding on ad spend, you need to understand where your customers are and when they are most open to receiving your messages. That for me is far more valuable than any savings on agency costs. What do you think?

Even without making such a drastic move, many other consumer goods companies have realised that to satisfy the consumer they had to do things differently. They were the ones that moved to customer centricity. Or to be exact they started on their journey towards putting the customer at the heart of their businesses. Customer centricity is not a destination, because consumers are constantly changing and their satisfaction never lasts for long. It is a journey where you are accompanying your customers with the aim to satisfy and delight them, however they change.

One of the issues that has been created by marketing is that I believe we have taught our customers far too well! They understand a lot more about … Click to continue reading

5 Rules for Rolling Out a Successful Local Brand into Global Markets

I remember reading an article in the Financial Times a few years ago, that challenged companies to search for a new style of marketer.

Now you might be forgiven for thinking that they were speaking about the current need for marketers to be both creative and tech-savvy. But they weren’t. They were referring to the growing demand for marketers who could take successful local brands to global fortune.

After all, thanks to the internet, we live in a global market and the recent pandemic has highlighted this more than ever before, with online shopping booming. The marketer who understands when local specificities make sense and when they don’t, is the one who will succeed in today’s global economy.

 

In this networked world, more and more successful local brands are attempting global roll-outs. What does it take to repeat the success you’ve had at market level when you launch globally? Here are my five rules to fortune:

 

1. Understand the Market and How It’s Changing

This is the basis of any new product launch and applies just as well to global rollouts as it does to local brand developments. Today’s customers are demanding, so find out as much as possible about them. Understand their rational needs but also their emotional desires, even if they don’t openly articulate them.

For global rollouts, additional information is required, including a comparison of the similarities and differences between the customers in the local and future markets. This is where trend following is of particular use, even if you haven’t (yet?) developed plausible future scenarios, as I recommend here.

 

Let’s look at some of the latest trends which are growing across regions today.

  • Conscious consumerism: Consumers have become much more thoughtful about what and where they purchase.  They support companies that demonstrate the same values that they have and brands are tapping into this trend with campaigns showing their position on various topics. Check out these examples of latest campaigns:
  • I want it now! Consumers and shoppers want information – and their purchases too! – where and when they need it. This has been the case for years. But now they expect to get near-instantaneous answers to all their questions, sometimes using visual search to identify and buy whatever they see, wherever they see it. Ikea’s Place App offers shoppers the possibility to snap an article they like and then see it in their home environment. Ikea also offers a visual search function for shoppers to identify an item seen in a magazine or real life, and then find similar ones. Dulux’s Paint Colour Visualizer offers shoppers a similar service; you can try out paint colours virtually in your home to see how it will look with your furnishings before you purchase it.
  • Personalised Experiences. Despite the desire for data privacy control, consumers are ready to provide their information in exchange for a better, highly personalised experience. ZozoSuit is one example
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13 Most Inspiring Marketing Quotes and Questions to Live By in 2022

Are you like most businesses? Do you have a plan you are following that will (hopefully) enable you to reach your goals?

In order to meet them, we are often looking to make changes, large or small, in our organisation. At times like these I find it useful to motivate with some inspiring quotes from people much wiser than I. If you are looking for ways to motivate and inspire your own team, then I am sure you too will enjoy these.

This is my selection of great quotes from some of the best marketers around, together with a relevant question to ask yourself for each. If your favourite quote is not included, then please add it to the comments below the post.

 

#1.  “Strategy and timing are the Himalayas of marketing. Everything else is the Catskills” Al Ries 

This quote refers to the Catskills, a province of the Appalachian Mountains, located in southeastern New York and only 1270m high. It compares them to the Himalayas, a range that includes some of the world’s highest peaks, including Mount Everest (8,849m).

It uses this comparison to suggest that to succeed in marketing you have to afront the highest peaks of strategy and timing, and not be satisfied with scaling simple hills. In other words, be in the right place at the right time with the right offer. Simple!

QUESTION: Are you going to upgrade your marketing this year to meet this lofty challenge?

 

#2.  “In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last” John Romero

I love this quote because it refers to knowing and understanding your customers. The best ones, however you define that, come first and your best prospects come second. If you’d like to know if you’re targeting your very best customers and best prospects, then check out the following post: How Well Do you Know Your Customers? 13 Questions your Boss Expects you to Answer

QUESTION: Do you know who your best customers are and everything you should about them?

 

#3. “Business has only two functions – marketing and innovation”  Milan Kundera

This post shows the often forgotten importance of marketing to business. I know those of you in sales or operations etc will complain, but if customers don’t know and love your brands then you don’t have a business. It really is as simple as that. I also like that innovation is included, because especially today, customers have become so demanding that we need to constantly upgrade our offers to them.

QUESTION: Does your business value marketing? If not, how can you help them to recognise its value?

 

#4. “The wise man doesn’t give the right answers, he poses the right questions” Claude Levi-Strauss

Are you better at asking questions or answering them? Which is more important in your job? Why? A leader doesn’t have all the answers but … Click to continue reading

Five Brilliant Ideas to Boost your Insight Development

Insights are the pot of gold that many businesses dream of but rarely find. Why is that? Are you one of them? If so then I have some practical ideas on how you can get much, much better at insight development.

 

#1. Insights rarely come from a single market research study

Management often thinks that insight is “just another word for market research”. I remember one of my previous CEOs saying exactly that to me just before he addressed the whole market research and insight global team at our annual conference. I’m sure you can imagine what a panic I was in as he walked up to the mike!
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Insights are demanding to develop and are rarely, if ever, developed from a single piece of market research. Each market research project is designed to gather information in order to answer one or more questions. Whilst it may enable a business to make a more informed decision based upon the objectives, insight development is quite a different process.

Insight development involves integrating, analysing and synthesising all the data and information you have about a category or segment user. Then summarising it into knowledge and turning that knowledge into understanding. Only then are you ready to develop an insight.

All brands should have (at least) one insight on which its image, personality and Big Idea (for communications) are built. For example

  • AXE (Lynx in UK): (young) men want to attract as many beautiful and sexy women as possible. This is one of their newer ads, where the seduction is a little less in your face and more subtle – but still there.

 

  • Haribo Starmix: There’s a child inside every adult. This “Kid’s Voices” campaign has been running for years and manages to surprise and delight with each new episode. Which is your favourite? Please add a comment below.

 

  • Dulux sample paint pots: I love to decorate my home, but I don’t want to look stupid by choosing the wrong colour. Although these are now a standard offer for many paint brands, Dulux were the first to understand the problem facing potential home decorators.

Dulux sample pot example of insight development

Insight development will provide the basis on which you will define the actions that are needed to change the attitudes and / or behaviour of your target audience. It also provides a solid framework on which to build your Big Idea for your communications’ strategy.

 

So there you have them, the five ideas and numerous examples that will help you to develop better insights more easily.

Although you probably already have your own process for creating them, I know from experience how hard it can be to find insights from all the information you gather.

I hope this short article has assisted you in your search for those “golden nuggets”. Do Click to continue reading

Should CMOs Concentrate on Brand Building or Business Growth?

Do you remember when Coca-Cola did away with their CMO in favour of a Chief Growth Officer? Then two years later they brought back the position. At the time, I asked if they were wise or foolhardy to make such a change, but they answered the question themselves!

In an interview with Marketing Week, their global vice-president of creative claimed that it had “broadened” the company’s approach to marketing. Obviously, this didn’t live up to their optimistic expectations. I think that other companies who followed suit, also realised that they need a CMO after all. However, their role has changed significantly. 

 

HOW MARKETING HAS CHANGED

Marketing is an old profession. It’s been around for hundreds of years in one form or another. If you’re like me and are fascinated by how change happens, then I’m sure this complete history of marketing Infographic by Hubspot will be of interest.

With the arrival of digital marketing in the early 80’s, many companies began to take a serious look at their marketing. They realised that their primarily outbound strategy had to change. Their consumers didn’t appreciate being interrupted in their daily lives. However, with the creation of inbound marketing, they still irritated their consumers with spammy emails, popups and “subtle” cookies for following their every move. No wonder the EU felt inclined to develop its GDPR (General Data Protection Regulation).

What has changed over the past five years is marketing’s deeper awareness of, if not complete adherence to, what customers like and dislike. The major trends that we have seen and their impact on marketing, include:

  1. Chatbots, especially through Facebook Messenger and WhatsApp, to catch consumers on the go with highly personalised messaging.
  2. The use of voice. With the battle between Amazon, Microsoft and Google in the voice search and commands domain, customers can get answers just by asking. This is a huge challenge for businesses because being on the first page of search results is no longer enough; you have to be first!
  3. Video is taking over social media, with its rapid rise on YouTube, Vimeo, Twitter and Facebook.
  4. Influencer marketing is giving way to customer journey mapping with the increased detail that IoT can provide. Many organisations have moved their marketing plans to mirror their customers’ path to purchase. Or rather paths, as personalisation continues to trump mass engagement.
  5. Zero-party data. As social media platforms have seriously reduced the collection of their subscribers’ data, brands are increasing their direct engagements with their consumers. Through polls, quizzes and competitions, they openly ask for consumers’ details, bypassing the need for cookies.

Have you taken these megatrends on board and adapted your marketing accordingly? If not, why not? 

 

BRAND BUILDING

In the past decade or so, many large CPG companies such as P&G  and Nestle renamed their Marketing departments as Brand Builders, in the hope of adapting to this new world. They failed, miserably.

I believe the reason they failed is that despite this name change, they continued to run … Click to continue reading

The Good, Bad and Downright Ugly Parts of a Head of Marketing Job

Listen on Apple Podcasts“Never miss an episode. Subscribe on Apple Podcasts to get new episodes as they become available.”

 

Did you know that the average tenure of a Head of Marketing position continues to fall, reaching just 41 months according to the latest Spencer Stuart research published by the WSJ?

It is still one of the shortest average terms of office of any chief in the C-suite, according to a recent report by Korn Ferry. But one piece of good news in the past year is that although conditions for CMOs have become more difficult since the coronavirus pandemic, “In many cases, CMOs are not being removed, but it’s been pretty dramatic layoffs beneath them” said Greg Welch, practice leader for marketing, sales and communication at Spencer Stuart.

So just how long have you been in your position?

The Bad News

A global survey by the Fournaise Marketing Group provides one possible explanation for the continued decline in tenure. It highlights the ongoing tensions between CEOs and CMOs. A huge 80% of CEOs don’t trust or are unimpressed with their CMOs, compared to just 10% for their CFOs and CIOs. Why is this?

Perhaps it’s because CEOs don’t understand the role of a CMO or is there still an issue with the ROI of the marketing budget? I’ll let you be the judge of this in your own situation.

Another piece of research by HubSpot reported that Marketing as a career suffers credibility issues as well. It ranked the most trustworthy jobs, with Doctor ranking number one and near the bottom, just above Car Salesman and well below Barista, was “Marketer”. Car salesmen? Really? That is scandalous!

The Opportunities

Let’s start at the beginning. What opportunities are there, that marketers can keep their jobs? Despite the short lifespan of a CMO, and while the position is plagued by high turnover, this could also be because CMOs are highly visible.

Therefore they can be targets for promotions or a steal by their industry competitors. Nice to feel wanted, isn’t it?

It is understandably important that a new CMO quickly makes an impact. More so than any other c-suite function, bar the CEO of course, who sometimes faces almost immediate criticism by shareholders and the financial world, upon being named.

Another piece of good news for the head of the marketing function is that being on the executive board they have access to resources. The bad news is that as the CMO is a member of the EB, management expects them to make (profitable) changes fast.

And even more so if they have just been hired! The board trusts the new CMO to analyse the situation, identify what needs to be done, develop the plan to do it and then take actions. And all of this in their first 3 months or so!

Are you or have you yourself been in exactly this situation? Tough isn’t it?

That’s why many CMOs hire a supportive advisor or sounding board such as myself to accompany … Click to continue reading

How to Improve Customer Centricity in Hospitality

The title of this week’s post might surprise you. After all, the hospitality industry should be highly customer centric, as it relies on satisfying its guests.

However, it can learn a lot from consumer packaged goods (FMCG/CPG), as I shared with industry experts at a Faculty Day of one of the leading hospitality schools in Switzerland. Having spent most of my career in consumer goods, I was invited to share what the hospitality industry could learn from the industry. From the reactions at the end of my talk it seems that the answer is a lot!

It might surprise you, but the two industries have a number of similarities. They both (should) have their customers at their heart. And they are both founded on pleasing and hopefully delighting their clients in the quality of the products and services they offer.

During my presentation, I shared many ideas; here are a few of the points I covered:

 

#1. From ROI / ROR to ROE

There has been a lot of discussion in the past few years about the need to move from a return on investment to a return on relationships. While I agree with the importance of relationships, I believe that what we should be talking about is engagement. Despite many books touting the need for our customers to “Love” our brands, in reality, I’m not sure that any of us want to have a deep relationship with brands.

The relationship is based on more than just the brand. It is founded on trust and confidence in the product, the brand’s website and their engaging communications. Think Coca Cola and Red Bull as great examples of this.

 

#2. Build Relationships with Strangers

The hospitality industry is based on serving and satisfying its guests. But in today’s connected world it also needs to consider people who are currently strangers – but could potentially become guests. These may include the friends of past guests, who have heard about the hotel or restaurant and are interested in visiting it for themselves.

One good example of this, but I know many hotels are also doing it, is the Rosewood Mayakoba resort in Mexico. This wonderful hotel encourages its guests to photograph their experiences during their stay at the resort and then to post them on Facebook.

This not only provides free publicity for the hotel, but also enables it to start engaging future guests before they even arrive. In addition, the posts will certainly have a positive influence on website visitors. And the guests who publish their photos, will have an even stronger positive impact on their friends and followers.  After all, they will more than likely have similar tastes and desires.

 

#3. Value is more Important than Price

Having additional control of our lives today, means that customers are re-evaluating what they are offered. They have higher expectations and are more discerning in their choices. They expect recognition at every touchpoint, even if in reality their decisions are influenced by … Click to continue reading

Are You Still Using The Marketing 5Ps? Move To The Improved 7Qs.

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Marketing is a great profession and the marketing 5Ps is the code by which we live. I’ve worked in or with marketing teams for almost my whole career and I am passionate about brand building.

From the outside, others see marketers as those who come to work late and seem to party all night. They always seem to be watching TV or jetting off to exotic places to talk about advertising!

For people working in operations or finance, marketers just don’t seem to be doing a very serious job; they’re always having too much fun! I’m sure you’ve already heard such comments.

Well, as you yourself know, marketing IS fun, but it’s also a lot of hard work, often close to 24/7 on some occasions.

So does all that hard work pay off? Not often enough in my opinion. And why? Because marketers simply don’t always ask the right questions!

 

The 5 Questions Marketers Should Ask

If you work in marketing, you already know the 5Ps – people, place, product, price and promotion. However, the problem with those is that when you find an issue with one of them, you know the “what” but not the “how”.

So I suggest you work with my 7Qs instead. Each of my seven questions explain not only what to check, but also the how and why you need to examine the area.

And if you can’t immediately answer more than just a couple of them, then perhaps you need to do a little more work and a little less partying!

 

Q1. Who are your customers?

People is the first of the marketing 5PsThe first “P” stands for people and often this is taken to be “Do you know to whom you are selling?” The answer is always yes and that’s accepted as sufficient.

Instead, ask yourself who your customers really are. I don’t mean just their demographics, but what, where and how they use or consume your brand and the category in which you are competing. And especially the why of their attitudes and behaviours. If you can’t give all these details about your customers, then you’re in serious trouble.

For more on this topic, see  “12 things you need to know about your target customers” for details on better defining your customer persona. You will also find a link in the article to download a useful template you can use to store all your information as you gather it. 

 

Q2. How are your customers changing?

Hopefully, you answered Q1 without any hesitation – you did, didn’t you? Did you also download our template and complete it? Many of my clients find it a useful way to store and rapidly access the information whenever they need it.

It’s great that you know a lot about your customers, but people change. Are you following how your customers … Click to continue reading

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