There are many credible statistics on Social Media showing little to no business impact. The problem marketers are experiencing with Social Media are often also endemic of their content management strategy. The condition is called ‘Bumper Sticker Marketing.’
Following is an excellent visual example of Challenger marketing from TaylorMade, that takes conventional wisdom and turns it on its head.
Are you finding that hitting your target market is increasingly more difficult? Especially in the age where so many aspects of marketing are changing and evolving such as content management strategies, SEO and social media. Marketing is playing an increasingly critical role in organizations these days for a variety of reasons, one of which, as […]
The Phone Call… “Am I going crazy?” Having just answered the phone, I had no idea who was calling and asking such a question of me. I responded with a courteous, but cautious chuckle saying, “Well…I think I’ll need a little more to go on. With whom am I speaking?” She paused, told me who it was, […]
What makes a great Marketer? The best marketers are thought-leaders. Not only are they acutely aware of the drivers of their results, but they have a deep understanding of consumer behaviors and point the organization forward to be prepared for trends and shifts in their behavior. They love [useful] metrics, as this guides their efforts […]
Challenger Marketing Example
Following is an example how one company changed its messaging and increased it’s response rates by 94% and sales by 91%…
Often times, Social Media and Social Selling can be treated as a faceless interaction. The following story shows the consequences when this same behavior is demonstrated in a coffee shop…
At the drinking fountain in a corporate office of 300 staff members, drive-by “Hello’s” are quite common. As Cara* walked by, today was no different as I offered up a sincere question (not a statement), “How are YOU doing today?” Her reply as she kept walking was, “Pretty good.” Turning from the fountain, I asked, “How can I upgrade you?” She had doubled back and inquisitively asked what I meant, where upon […]
In the words of Dilbert creator, Scott Adams, “Change is good…you go first!” For most of us, this resonates. We all want to see it, but many fewer want to do it! In the Sales and Marketing world, the impact of this reality is having devastating effects. The responsibility belongs with Sales and Marketers, but many fail to recognize that their messages don’t suggest any reason for buyers to change from what they are currently doing.
Studies continue to show that ‘thought-leadership’ is not only of interest to buyers, but the priorities of Sales and Marketing. But pursuing the customer’s wish to provide thought-leadership in their buying process more often works against the sales and marketer, rather than for. Find out why…
Repeatable Success 