Apps, Pinterest, Human as Brand, Apple CLV & Potpourri

Hola Todos!

I had a crazy/nutty/busy last week so I did not get a chance to read much – or as least read as much as I usually do.  Moreover, classes are in full swing so we a plethora of different conversation threads active among us.  I love to add fuel to the fire so here are some excellent new stories from the last week:

How to Create a $1M App with a $10K Marketing Budget

Super Bowl Advertising – Social TV Experience (e.g., Shazam, GetGlue, etc) in the Forefront

Google Knows Too Much About You

Human as Brand/Fan Identity w/The Phantom Menace

Human as Brand/Fan Identity w/Kathy Ireland

Pinterest – Why Image-Sharing Network Pinterest Is Hot

Pinterest – The Appending Affiliate Links to Some Pins

How Pinterest is Becoming the Next Big Thing in Social Media for Business

12 Most Effective Ways to Engage on Twitter

Apple, Customer Lifetime Value & Customer Churn

Enjoy!

Dr. Dan-0

 

Daniel M. Ladik, PhD

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 


Topic Talk Thursday – Know Your Audience

Hola Todos!

Today’s Topic talk is from Steve Stiles, Associate Program Coordinator at The Strive Group. Steve is going to talk to us about knowing your audience.  Steve, the floor is yours…

 

 

Hello everyone,

I found an interesting article in a recent Business Week issue titled “Cultural Tastes Affect International Food Packaging.”  A quick summary of the article includes:

  • Cultural differences greatly affect how food product packaging is perceived and how products are sold in various countries.
  • The material, size, imagery, color and quality of a product’s container can significantly influence how a product is perceived in other countries and cultures.
  • Some executives are hesitant to change their strategy or even their brand to conform to international cultures. In many cases, all it took was enough market research to turn a risky decision into a successful campaign.

Ultimately, what I was able to take from this was how important it is to know your audience. There are plenty of social media campaigns where success is based on how well marketers can deliver a message to their target audience. The great campaigns have hinged on a combination of many factors, including timing, credibility, and even luck. I remember in Direct Marketing we learned specifically for social media campaigns to keep the overall look and feel consistent (logos, color schemes, formatting, etc). This article shows that in terms of going international, it might be a good decision to be open to change certain aspects of your brand to appeal to different audiences.

My industry is mainly focused on retail marketing and supply chain management. Coincidentally these were two of my marketing electives my senior year so my transition into the industry has been a bit smoother than if I hadn’t taken those two courses. Although there hasn’t been much social media incorporated into the industry (not yet at least), I’ve noticed that the goals and strategies are still very similar to any other division of marketing.

Something to think about today…

Best

Steve Stiles

Associate Program Coordinator at The Strive Group

Topic Talk Tuesday – Relationship Loyalty vs. Company Loyalty

Hola Todos!

As you all know, I love to do what I call “Topic Talks” in class.  A Topic Talk is an article or topic that is interesting, current, and most important, has a “nugget” for future use.  Best of all, students found and presented these Topic Talks which always involved the class jumping in for discussion and commentary.

Well I am happy to announce Topic Talks are now going to be a regular part of DigNuggetville.com.  First up is Tracy Acosta-Spore, Office Manager at Bowman & Brooke and Tracy is going to talk to us about the difference between relationship loyalty and company loyalty.  Tracy, the floor is yours…

 

Hello everyone,

An incident the other day got me thinking about the difference between relationship loyalty and company loyalty.

I am currently the President-Elect of the local chapter of an international association aimed at professional-level members of my own profession. Each year we sponsor an event in collaboration with the business partners (vendors) who generously support our organization. Most of my peers also look to these same vendors when seeking products and services.  The event is designed to help business partners gain face-time with current and potential clients while allowing the members to thank the business partners for their support of the chapter.  The event has historically been well attended. Many vendors plan to attend up to a year in advance to participate in this unique marketing opportunity.

At this year’s event I, as the Board of Directors liaison, had the responsibility to mingle and to make sure everyone was enjoying himself or herself.  I also needed to check that participants were making the networking connections they sought. As I worked my way around the room an account manager from a company I had done business with in the past pulled me aside to chat.  He asked me why, after a strong seven-year business relationship, I had recently switched to another service provider.

The answer was simple…my loyalty had never been with his company. Instead, my loyalty had in fact been with the account manager and former employee of their company.  That account manager had moved to a competitor – therefore my trust, loyalty and business had moved with him.

This encounter prompted me to consider the business relationships I maintain with other suppliers and service providers. I realized that the reason I continued to use one firm or the other was because they understood my business needs, challenges, constraints, and preferences. I didn’t need to start at “square one” each time I had a need for their product or service, but could merely pick up the phone and describe what I needed in a few sentences. I knew I would consistently receive what I asked for. If they could not meet my need, they were candid about that fact. There was never an attempt to sell me something they knew I didn’t want or need. They did, however, know I would reach out to them should I have a legitimate need.  They also felt comfortable making suggestions intended to save me money, time, effort, or frustration based on their knowledge of my firm, but the pressure factor was pleasantly absent.  It was not necessary.  In each case, the mutually beneficial business relationship was based on past experience and previous performance on both sides.

So my thought to you is….when meeting with clients (current and potential) do you approach it from the aspect of what you can do for them that will build that level of trust and loyalty? Or are you more focused on what you can get from them that will increase your own “numbers” or bolster your “contact” count?

Something to think about today…

 

Best regards,

Tracy Acosta-Spore

Office Manager at Bowman & Brooke