Back in the Madison Avenue glory days, all you had seemingly had to do was create a catchy message, pick the right media, pump up your advertising investment and, presto, your sales increased, reaping profits far in excess of the cost. In extreme cases, the actual physical product was irrelevant (remember Pet Rocks?).
Of course, it really wasn't all that easy then.
But today's marketers must fight for the attention of customers overloaded with brand messaging. Even when you design and launch a killer campaign that captures attention, the hard work has only begun. How do you convince the stranger intrigued by your message to become a customer?
But today's marketers must fight for the attention of customers overloaded with brand messaging. Even when you design and launch a killer campaign that captures attention, the hard work has only begun. How do you convince the stranger intrigued by your message to become a customer?
Based on sophisticated research and extensive real-world marketing experience, customers seek five attributes: focus on them, insight into their needs, innovative solutions to their problems, trust in you and leadership (for the quants in the crowd, these five, combined with difficulty of switching, can explain up to 70% of share of wallet).
More on these in coming posts.
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