Tag Archives: opportunity

The Value of Customer Referrals

21 Nov

We know that positive customer word of mouth (in person or electronically) can have a dramatic impact on firm performance.

Here is a nice infographic by Forewards, a specialist in customer referrals for small firms:

“If your business is like most other retailers, online or bricks-and-mortar, you probably rely on the holiday rush to play a huge part of your success every year. This year, in particular, the National Retail Federation (NRF) is forecasting that in the United States retail sales as a whole will be well over $600B this holiday season. That’s a pretty huge opportunity. No doubt, a good portion of those sales will happen online as well. This begs the question. Is your online store ready for the holiday rush? We’ve provided a number of actionable tips and techniques in this blog which we hope was helpful. if you haven’t yet acted on some of these suggestions the time is now.”

 
The Science of Customer Referrals - Holiday Edition
 

Ad Imagery Is Sometimes “Borrowed”

19 Nov

A lot of popular advertisements are based on themes or elements that are appropriated from other work, such as movies, TV shows, etc. Sometimes, this appropriation is done really well; other times, it is not.

According to Allison McCartney, writing for Visual.ly:

“Appropriation, or the act of re-using and re-purposing pre-existing imagery, has long been an effective communication tool. Artists have appropriated imagery for decades to comment on pop culture, but advertisers and marketers also use appropriated imagery to make a connection with audiences. However, when not done correctly, ‘appropriation’ can merely become a ripoff of someone else’s work. It’s important to know where to draw the line.”

“Appropriated imagery can be a cultural touchstone when the images are popular enough to be known by a broad swath of the audience. Images become a language when enough people recognize them and understand their meaning. They can be a sort of shorthand that conveys messages, creates tone, sparks memories, and creates connections between ideas. The 2011 Volkswagen Super Bowl commercial, for example, was a fantastic example of appropriation. By using Star Wars imagery and sound to tell a story throughout the commercial, the creators of this ad maximized the benefits of appropriation.”

Read more from McCartney to see several bad examples of appropriation.

 

 

How to Devise a Social Media Tactical Plan

18 Nov

Devising a tactical social media plan can be challenging. However, there are many free resources available to help in this endeavor. One such free resource is from Marketo.

Marketo is a leader in digital marketing software and solutions, and expert in social media planning. It just published its multi-platform “2014 Sample Social Media Tactical Plan” tips.

Click the image to get a number of suggestions regarding blogs, social media networks, online videos, photo sharing, and more.
 
Sample Social Marketing Plan
 

Gucci’s Mobile Apps Enhance the Customer Experience

17 Nov

Learn how Gucci is arming both its customers and store teams with mobile apps that have enabled this luxury retailer to provide even better personalized customer service.
 

 

For Marketers: Big Data Marches Ahead

14 Nov

In what areas are big data having the biggest impact?

Check out research reported by eMarketer by clicking the chart.
 

 

Trendwatching: Asia, Latin and Central America, and Africa

13 Nov

Trendwatching.com puts out a lot of excellent multimedia information on what’s happening now — and where things are headed. As Trendwatching.com notes at its Web site: “We help 260,000+ subscribers and 1,200+ clients understand the new consumer and uncover innovation opportunities.”

Recently, Trendwatching.com published interesting reports about expected 2015 trends in three different regions of the world: Asia, South and Central America, and Africa.

Click the images to access these reports.
 

Asia Pulse


 

Latin Pulse


 

Africa Pulse


 

Brand Sacrifice? Yes. Consumer Sacrifice? Not Really.

9 Nov

As consumers, we are becoming more demanding of our brands. We often don’t to trade features or quality for a low price. We want it all — including a greater sense of corporate responsibility.

Here’s a provocative observation from Trendwatching.com:

“One powerful question for brands to answer in 2015: what are you prepared to SACRIFICE? Consumers don’t want to make the world a better place.They want brands to do that for them ;)”

“Okay, that’s a simplification of a complex issue. But when it comes to making the world a better place, many consumers are setting a more stringent standard for brands than they are for themselves. And let’s face it, given decades of unethical operations, rampant pollution, disinformation, and more, brands deserve it. After all, many brands have worked extremely hard to create many of the behaviors and lifestyle choices that well-meaning consumers are now finding so hard to change. In a global survey of 30,000 consumers, 72% of people said that business is failing to take care of the planet and society as a whole. (Accenture & Havas Media, June 2014)”

“The easiest and most desirable way for consumers to assuage (or obliterate!) their guilt? For brands to make visible, meaningful, and constructive SACRIFICES: of products, processes, attention, and opportunities.”

Click the image to read more –  and to see what “sacrifices” companies such as CVS, Tesco, Subway, Intel, and others are making.
 

 

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