Does your customer’s brand experience live up to the brand promise?
In all the clutter being injected into business-to-business marketing, it seems that the quaint idea of the brand promise has been forgotten. Yet there are some large global consumer brands that invest untold time, treasure, and resources to define their differentiated brand experience and articulate it across their industry segments to ensure powerful and consistent customer communications. Continue reading
We stand at the threshold where multi-sensory technologies will become part of the brand experience.
The purchasing process, once dependent on advertising, salesmanship, display, and brick and mortar showrooms, has been usurped by the internet and emerging technologies. Search, brand experience, and visceral sensory excitement are becoming more important as purchasers look for personalized experiences that create lasting impressions. Continue reading
Brand reputation sells long after the sales call
In the book Spin Selling by Neil Rackman, sales methodology is explored and documented. One of the findings, supported by research, is that in large sales, the selling process is often pushed through the sales funnel by personnel internal to the buyer of the product or service, due to the number of influencers and decision makers that must approve large capital expenditures. During this extended sales cycle, it would be almost impossible for the sales rep to be present for every meeting and address every objection or question that might arise. For that reason, the value of a strong brand reputation plays a critical role in the sales process. Continue reading
Brands must know themselves before they start to publish
Rebecca Lieb, Jessica Groopman, and Susan Etlinger of the Altimeter Group published “A Culture of Content,” A Best Practices Report. The report covers in detail how leading brands are creating a corporate ecosystem that encourages content development at every level of the organization. While many of their best practice recommendations were not new, one insight that stood out was that brands must know themselves before they can create content that is meaningful and helps to achieve business goals. Continue reading
On-demand air charter customers seek a better brand experience.
With over 2500 air charter operators in the United States, competition is fierce for acquiring and keeping customers. While the focus of on-demand air travel is safety, security, and productivity, charter operators should not overlook the value of the emotional connection that customers need to establish with their brand. Continue reading
People-to-People marketing changes the approach to customer relationships.
When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things: 1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Continue reading
Airlines are embracing people-to-people marketing
“The State of Airline Marketing,” published by Airtrends.com and SimpliFlying, takes a global look at innovative social marketing trends using case studies. The report identifies trends such as experiental, location-based, co-creation and social loyalty incentives. Below is my interpretation of their report with focus on people-to-people marketing trends. Continue reading
Brands are starting to realize how mobile apps can improve the brand experience.
Enterprise mobile development, the strategy and integration of mobile applications based on devise capabilities and user expectations, is becoming part of brand strategy. Applications that aid us in doing our work are providing a brand experience outside of the workplace environment.
In the aviation industry, airports, airlines and hospitality companies will benefit from understanding the when, where, and how of creating engagement and deployment apps that increase customer loyalty. Continue reading
Exceeding Customer Expectations
Marketers can contribute to top line growth generation by providing a better brand experience at critical customer touchpoints.
Reuben Steiger, Principal at Methods New York studio, wrote an article for Fast Company Design.com entitled, “Great Brands Are About Fusing Product And Service. How Do You Do It?” In the article, Reuben identifies actionable items to create a better brand experience. Below is my interpretation of his article for aviation marketers and how a better brand experience can lead to generating more top line revenue. Continue reading