Last week I attended Small Business BC’s annual awards ceremony for business excellence. Since I teach monthly marketing seminars for SBBC, and have helped many entrepreneurs learn to market their businesses over the years, it is always great to see a few of those businesses actually launched and showcased as nominated contestants. Hosted at the Pan Pacific, the event was … [Read more...]
People don’t choose brands, they join them
People don’t CHOOSE brands, they JOIN them. That’s a pretty powerful statement if you pause to think about what it actually means. “Choosing” is about making a selection for now. It’s transactional and it may or may not be repeated. “Joining” is about commitment, now and into the future. It’s about being with others who share you interests and values. The notion of … [Read more...]
Loyalty = Being made to feel special
Valentines Day having just passed, I can’t help but draw parallels between personal relationships and customer relationships, and the reasons we remain loyal. In it’s simplest form, we are loyal to those we trust and who make us feel special. It’s not about loyalty cards and points, or in the case of personal relationships, gifts unto their own. It’s about the feeling that is … [Read more...]
Hotel overstay policy that challenges convention: A brilliant transparent promotion
Good relationships are based on honesty, and building relationships is at the core of a strong business. Yet for some companies, true transparency, and by default, apparent honesty, can seem lacking when guised in corporate policy. We now seek out brands that are honest, flaws and all, because it feels like we can trust them more. For a brand, being transparent and … [Read more...]
Creepy or brilliant? Depends on the target, and that’s the problem…
“Weird” “This commercial is just creepy” “Bizarre, but funny” “Brilliant!” “Over the top. Was the creative team on acid?” “Horrifying, dumb, disturbing.” “The funniest commercial I have ever seen” “I would never buy Old Spice” “Bring back Mustafa” “Solid gold. Give Old Spice all the awards” Those are just some of the comments I encountered when I asked a … [Read more...]
