Mary Charleson was thrilled to serve as a lead judge for one of the most important destination marketing organizations in the United States - the U.S. Travel Association, and their annual ESTO Awards. The 2023 awards includ the Destinations Council DESTINY AWARDS, and the National Council of State Tourism Directors MERCURY AWARDS. This is the second consecutive year that Mary … [Read more...]
The power of marketing AFTER the sale
When I speak to businesses about their marketing strategy, most assume the conversation will focus primarily on customer acquisition, helping spread the word on what they offer, why they are different and ultimately how to best drive sales. So when I ask about what they currently do to market to their existing customers, I’m often met with a blank stare – which if articulated … [Read more...]
When you belong, the community does your marketing for you
When you belong, the community does your marketing for you. That’s the insight I want to consider in this post, and address the parallels to small town values, when applied to marketing. I grew up in a little town in Ontario called Sutton. It was the kind of place where everyone knows everyone else by name, there’s a lot of shared history, local pride, shared values, bonds … [Read more...]
Opening doors to customer delight
In an era where customers now control 2/3 of the messages about our brand or company – through reviews, word of mouth, customer created content and social media, it is critical to view customer interaction and the opportunity to delight as a major part of marketing. This week I took a deep dive into this concept with JD - the guy who puts a smile on everyone's face each morning … [Read more...]
Customer service as marketing
This week I’ve been preparing material for a couple upcoming workshops and client presentations about customer service as marketing. In an era where 2/3 of marketing is now in the hands of consumers - through reviews, word of mouth (both online and off), customer created content and social media, seeing customer service as part of marketing is critical. In fact, it’s no … [Read more...]
