All posts filed under: Customer loyalty

Being connective

The real secret to B2B pitching: being connective

It’s easy to look at your pitch and to be pleased with your work; to feel that it has captured you perfectly and expressed what you are about and what you have to offer. It’s also irrelevant. Because, to be blunt, no-one’s as interested in your pitch as you are. They’re really only interested in themselves and what you can do for them. They probably hear similar claims and ideas everywhere they turn.

The fallacy of frantic

The fallacy of frantic

Being busy doesn’t make you invincible. It just makes you … busy, for now. Except of course being rude to your customers or not returning their calls or treating them like they’re expendable, or doing the one hundred other things we’re all tempted to do when we’re busy isn’t just a now thing. It’s a lot more permanent.

Brands as extended storylines

Brands as extended storylines

The temptation when you’re working with a brand is to continue to treat it just as a product or service. It’s simpler to do so. It’s contained. You can add features to it or introduce a variation to it. But I’ve wondered aloud with marketers in the past whether treating a brand as the personification of an idea – one that needs to develop and evolve – is not only more interesting but actually vital in a world where story is king and great content is rarer than one might think.

Coffee to go

Coffee to go

I walked into one of my favourite haunts and they were busy – OK, frantic. Waiting staff were running everywhere trying to get things done, serving people they didn’t know, trying to make a good impression. I got my coffee – and nothing else. No hello, no eye contact, no sign of recognition. Just my usual coffee and cake. Almost dumped at my table. They were too busy dealing with the new people to go through the pleasantries with me. There was no need to smile. I’d become part of the furniture, another regular … This wasn’t the first time this has happened. But it was the last. I finished my drink, quietly settled the bill, closed the door behind me, and said goodbye.

How do you run a brand story you can’t fully own anymore

How do you run a brand story you can’t fully own anymore?

It’s tempting to believe that our brand story is ours. It’s not of course. Today, it’s owned by everyone – in the sense that virtually anyone, anywhere can input. And that means you’re not the only one telling that story anymore. Once customers simply provided validation that your story was true. Now they are part of the narrative, because their experience of your brand can so quickly become everyone else’s opinion of your brand, or at least part of it.

What's your brand advocacy strategy

What’s your brand advocacy strategy?

Every brand wants advocates. Little wonder. According to Janessa Mangone, people who actively promote your brand can be 50% more influential than the average customer in helping you secure new sales. So perhaps attracting them is something best not left to chance. As we head into the busy Christmas season, here’s some simple but timely reminders on how to put some wow! in your WOM. 7 ways to motivate your advocates Give them something to talk about – advocates love to share. Release news, ideas, tips, FAQs, case studies, video and reviews that the people who love your brand can enthusiastically share with others. Use email marketing to give them ‘scoops’ that are not released in the general media, and watch your traffic. It’s a simple way to monitor the amplifying effect of your advocates. While companies are increasingly looking at content marketing to bring new people to their brand, it’s easy to overlook the need to keep your current community involved and excited. A comprehensive piece here by Joe Pulizzi on how to attract …