Value and Differentiation Mean More

August 12th, 2009

buyerManagement guru Peter Drucker wisely noted, “satisfaction, quality and service is not what you put into it. It’s what the customer gets out of it.”

Businesses need to be sure their brands actually stand for something significant in the minds of the consumer. Awareness—as a meaningful market force—has long been obsolete. Differentiation and Value are more critical than ever for success!

As business owners find their way to the new consumer in the new marketplace, no one would even begin to call it easy out there as organizations struggle to stay afloat with tighter credit, excess inventory, and often more salespeople on the floor than customers, accompanied by a distinct lack of service and deliveries that are late, misaddressed, or forgotten.

But the reaction to cut back on what pleases the customer, and think it goes unregistered, is so misguided an approach it deserves comment — especially because research data shows that every year it is the shopping experience that continues to drive what value in a brand is really all about.

Price (or even paying a bit more) is not the central issue. It never was. It isn’t now. If price were all that mattered, we would all be driving Hyundais. Value is what matters — it now matters more than ever as a new consumer consciousness, born of this year’s hard lessons, takes the helm. Diminishing your customer’s experience won’t make it easier, though it will eventually make the problem go away entirely — along with the customer.

Next up—Engagement. It’s not a fad, it’s the new imperative.

Early Warning Systems for Your Business- Part 1

August 11th, 2009

dollarThere’s a saying that “predictions are hard to make, especially about the future.” Is that really true in today’s marketplace? With customer loyalty measurements as easy as ever to come by, insights can be made if you’re paying attention to the right indicators. Today is part one in a multi-part article I’ll call “Early Warning Systems for Your Business.” Pay attention to these key areas and get ahead of the curve well in advance of a major market shift- maybe as early as 12- 18 months ahead.

Price matters if you’re a commodity.

With financial pressures and a lack of confidence in the economy, consumers are going to continue to be very, very conservative in their spending. But no matter how much consumers earn and no matter how much discretionary income they have available, they still want to be perceived as “wise shoppers.” In 2009/10 that title is bound to be more of an economic imperative than one having to do with fiscal self-image. This will be especially true given current economic indicators, all exacerbated by a decreased lack of trust in—and increased suspicions about—the old established financial and retail establishments. The decline in the economy will feed the ongoing trend of brands being unable to provide meaningful differentiation or resonating values, except, of course, those of low, lower, lowest prices.

Tomorrow—differentiation and added value mean more.

What is one thing you can do today?

August 10th, 2009

CATAPULT-COVER_tammy-210x300To change your business, your department, your company or your life?

Everyday, business emergencies, crises and disasters suddenly liberate organizations from the restraints of the institutionalized barriers to performance improvement. These events evoke powerful and dramatic responses that cannot be matched by any of the structured programs and technologies a company may currently use.

Excerpt from the Introduction: The singular purpose of this book is how you, yes YOU– as an owner, manager, leader, individual can use the knowledge, thoughts, and experiences I am about to impart to RADICALLY and QUICKLY change your life, save your business, and not only “live to tell about it” but to grow and prosper even in this extraordinary economic climate we exist in today!

I call it the “Catapult Effect;” building your own machine of force, power and energy– which you control and which you choose to “release”– to launch you, your business or both into the place you want to be! Then, by using the methods you have just learned, create increasingly ambitious gains.

So put your incredulity on hold for now. Suspend the belief that you are at the end of your rope. Release the notion that your business is at the limits of its performance. And imagine that awesome ball of breathing burning energy flying through the air and smashing down the walls of your obstacles giving you a breakthrough to unimagined achievement.

The Catapult Effect is available here for download.

Newspapers still motivate consumers to take action

August 10th, 2009

newspapersAccording to early data from MORI Research, announced by the Newspaper Association of America, 59% of adults identify newspapers as the medium they use for planning, shopping and purchase decisions, making newspapers the leading advertising medium cited by consumers for these activities.

NAA President and CEO, John Sturm, says “… while new technologies have their place in any total marketing program… newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action… ”

In a series entitled “American Consumer Insights,” early results indicate:

  • 73% of adults regularly or occasionally read newspaper inserts
  • 82% have been spurred to action by a newspaper insert in the past month

While 82% of those surveyed said they “took action” as a result of newspaper advertising, including:

  • Clipping a coupon (61%)
  • Buying something (50%)
  • Visiting Web sites to learn more (33%)
  • Trying something for the first time (27%)

Preliminary data also reveals that other media trailed well behind newspapers as the primary medium for checking advertising. The closest competitor, the Internet, trailed newspapers by 20 percentage points, direct mail gained a 14% response in the survey, and television was cited by only 8% of respondents.

Primary Medium for Checking Advertising (2009)
Medium % of Respondents
Newspapers

41%

Internet

21%

Direct mail

14%

Television

8%

Catalogs

6%

Magazines

3%

Radio

2%

None of these

5%

Source: MORI Research/NAA, July 2009

The Catapult Effect

August 4th, 2009
The Catapult Effect

The Catapult Effect

NEW!

We are pleased to announce the long awaited release of our new book! Robert L. Butt has been writing feverishly on his ebook

The Catapult Effect – Using Short Term Crisis To Catapult Long Term Success”.


We have created a Kindle, Ipod, Iphone readable version of this book and offering it exclusively on Amazon.com for $5.99.

If you choose to purchase the book at Amazon.com, please be aware that all proceeds from the sale of The Catapult Effect will go to

College of Mass Communications & Information Studies at the University of South Carolina.

To benefit undergraduate studies via scholarships and direct student aid.

Click here to download the .pdf file of The Catapult Effect

To inquire about Marketing Performance Services and your organization please contact us at info@marketingperformance.net.