• Clearly defined business and marketing objectives

In building relationships with existing customers, attracting new ones and ultimately increasing traffic into their Centres and sales (via frequency and size of spend) – the promotion will be powerful.

• Part of  comprehensive and integrated marketing activity

The promotion is just one aspect of an integrated,  comprehensive marketing program. Other elements include  tv, events, catalogues and e marketing.

• Relevant to target audience

The promotion is perfect for an online, fashion loving demographic. In building relationships with existing and potential customers, Westfield has harnessed  the interactivity of  today’s technology, and engaged customers by inviting them to apply and vote online  for their favourite candidate.

• Tourism Queensland

The Westfield promotion was likely inspired by The Best Job in the World campaign which was devised  to launch the new Islands of the Great Barrier Reef brand to Global Experience Seekers. From 34,000 applicants, Brit Ben Southall won the $150,000, six month role in a campaign which generated media coverage globally exceeding $400 million. Read more here:  Great Job Great Publicity TQ Award Entry

• Nando’s – Fake Sacha Baron Cohen

Nando’s generated buzz last year when a fake Sacha Baron Cohen arrived at the Sydney premiere of Bruno. The fake Bruno was accompanied by models who doused themselves in Nando’s Peri Peri sauce.

What is your potent promotion?

You don’t have to have sizeable budget to make promotions work. They just need to be considered, targeted and planned. Sometimes, the simplest activity can effectively increase awareness of your business, engagement with customers and generate incremental sales.

What potent promotion will you undertake? We’d love to hear.

Westfield Hunts a $100,000 Shopping Blogger
Westfield on the Hunt for $100,000 Fashion Blogger
$100,000 to Australia’s best shopper

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1. How can we market our products with limited resources?

Resources are always limited for businesses regardless of size, necessitating careful allocation of expenditure for the best possible return. How to market with limited resources?

Read: Clever Cost Effective Marketing Strategy

Why is implementation so important? Picasso said:  Action is the key to foundational success‘. Plans must be implemented or they remain just plans.

Read more in: Marketing Strategy – Just Try It

2. Why blog?

Web 2.0 has facilitated interactivity never before possible. Blogs (or weblogs) have several benefits for business. Read more here:

The Beautiful Business Benefits of Blogging

To Blog or Not to Blog

3.  Why social media?

90% of your sales will come from word of mouth or digital promotion by 2011. How do you change whatyou’re doing today to be ready for that? - Seth Godin, April 20, 2009

Social media has become a powerful additional communications channel for building relationships with customers. Managing Social Media is as easy as 1-2-3!

Read more:   The 1-2-3 of Managing Your Social Media

4. What’s branding?

A brand is often thought of as a mark or distinguishing element – the company identifier, almost like a personal signature. However this is just one aspect.

A brand represents everything your organization offers.

Read more about branding here:

Your Brand So Much More than Your Logo

Branding Values Vibe & Synchronicity

Romancing The Brand (A discussion of Lovemarks – much loved and respected brands)

5. Can you recommend a great marketing book?

Of course!

Rework by Jason Fried & David Heinemeier Hansson

I highly recommend this book written by the two founders of 37 Signals – a trailblazing software company. Rework so nicely complements Seth Godin’s Linchpin and contains the same no nonsense ‘just do it!’ attitude of Tom Peter’s. You can read it in one afternoon and will be inspired afterwards to tackle your best work!

More about Rework here. Rework is available for purchase  here

What is your most important marketing question?

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Lovemarks. ‘We will always LOVE you.’

Trademarks were products that learned to crawl; brands are trademarks that learnt to walk upright. What’s next in the evolutionary chain? Lovemarks: brands that soar. How to give them wings?  There’s nothing as elevating as love.” - Kevin Roberts, CEO Worldwide, Saatchi & Saatchi

I’ve recently become romantically involved!  Not with a person (I’m very happily married) but with an idea. It’s called Lovemarks, and it’s the the work of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi.

Much is  written about branding.   It’s everything a company does, represented  by the ‘name, term, sign, symbol or combination thereof ‘,  identifying and differentiating  products and services.  Lovemarks takes this concept so much further.

What are Lovemarks?

According to Roberts: “Lovemarks are those brands built on respect which make emotional connections and suffused with the most powerful emotion of all – love.”

Connecting with customers emotionally and forging long term relationships with them will amount to increased business.

As Kevin says: “ It’s the ultimate premium profit generator . … it’s about selling more at higher prices more frequently to more people because you have exclusive relationships with them based not only on trust and respect, but on that most powerful of emotions – Love.”

The Love/Respect Quadrant

Since 2000, Kevin has been using the ‘Love Respect’ quadrant , a perceptual map positioning  Fads, Products, Brands and Lovemarks according to their levels of Love and Respect.

Fads are depicted as high love and low respect; Products – low love, low respect; whilst Brands fall into the ‘low love, high respect’ quadrant and Lovemarks: ‘ high love, high respect’ .

What Makes a Lovemark?

The characteristics of  a Lovemark can be correlated to those of  an enduring personal love. The relationship is between the brand and the customer.

For me, great personal love is underpinned not only by respect, but also care, commitment, interest to the success of the other person and trust.

A Lovemark brand shares these qualities in its customer relationships.   Our brands become Lovemarks when we inject this type of love into what we do.

The Transition to Lovemarks

Commitment to customer satisfaction, constantly striving to innovate and shape our services to our customer needs and communicating in a way which resonates with customers,  combine to demonstrate a brand’s love for its customers.

The vigour with which this is done could be called passion –  described by Tom Peters as  ‘enthusiastic fixation’ (or ‘obsession’). Perhaps Lovemark brands are enthusiastically fixated upon the care and satisfaction of customers. The passion and care of our brands is matched only by the passion and care of our customers. Perhaps it is passion reflected by a brand’s energy  and commitment to consistency which keeps the customer love light burning.

And like any great love, perhaps this feeling cannot be forced. To be true, love must be mutual – only shared if both parties are interested in partaking.

7 Questions: How to Romance Your Brand & Transform to a Lovemark

Assess the following. Ask your customers their perceptions – as it will be their perceptions which ultimately transforms your brand into a Lovemark.

• How much love goes into your brand? Are you nurturing it, committed to it’s growth and success?
• How much do you care about satisfying your customers?
• Are you passionate about shaping your products/services to  your customers needs?
• Are you looking for new ways to satisfy your customers’ needs – enhancing your customer relationships?
• Do you care as much about your brand as you do of our customers?
• Are you committed to the long term welfare of your customers?
• If you answered yes, to all of the above – do you communicate this passion and commitment to your customers in a way that connects with them?

Are Lovemarks Linchpins?

In Seth Godin’s terminology, perhaps Lovemarks are Linchpins – indispensable brands that delight and challenge; that are passionate, believe in themselves, are honest, trustworthy and most importantly, connect with their customers.

Favourite Lovemarks

Here are the Top 200 Lovemarks. (Vegemite is #26!)

Amongst my favourites, is anything by Baz Lurhmann for the consistency, passion and care in creation and nurture.

As Nicole Kidman sings “How wonderful life is with you in the world”. Perhaps, that’s how we feel about Lovemarks.

What do you think?

Further Information & Official Websites:

The Story Behind Lovemarks
Lovemarks The Future Beyond Brands

Related Posts

Your Brand: So Much More Than Your Logo

Branding Values Vibe & Synchronicity

Branding Innovate don’t Imitate

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Where there is no vision, people perish –  Proverbs 29:18

What is your business vision?

What does your business stand for? What is its vision?   Its mission?

Values, vision and mission are the foundations of a business,  and a  reference  for alignment of business activity with  the desired organizational direction.  Avoiding activities which are  not in accord with the agreed direction of the business results in a focused business and cost effective marketing strategy.

Values underpin everything an organisation does and can guide a business through difficult situations and tough decisions. From a marketing strategy perspective, it is also important that brand values are aligned with those of the parent business.

The vision statement for an organisation announces to customers and staff where it is  heading and what it wishes  to become.  It’s  future focused and motivational.  An organisation’s mission statement reflects more of what the business wishes to achieve on a daily basis.

The large and successful corporate businesses with whom I have worked, as well as those smaller businesses just starting out, have benefited significantly from investing time early  in the business  planning phase  to articulate these statements.

Like any aspect of planning however, the values, vision and mission need to be firmly embedded into the culture of the business and  enacted  in its daily operations.  The statements mean little if they remain  just words within a document or on a business card.

Michael Hyatt, CEO of Thomas Nelson Publishers wrote the following about Vision in Seth Godin’s ‘What Matters Now’. He talks of how a vision connects employees to a larger story and how leadership is critical to both:

Vision is the lifeblood of any organization. It is what keeps it moving forward. It provides meaning to the day-to-day challenges and setback that make up the rumble and tumble of real life.

In a down economy – particularly one that has taken most of us by surprise – things get very tactical. We are just trying to survive. What worked yesterday does not necessarily work today. What works today may not necessarily work tomorrow. Decisions become pragmatic.

But after a while this wears on people. They don’t know why their efforts matter. They cannot connect their actions to a larger story. Their work becomes a matter of just going through the motions, living from weekend to weekend, paycheck to paycheck.

This is where great leadership makes all the difference. Leadership is more than influence.  It is about reminding people of what it is we are trying to build – and why it matters. It is about painting a picture of a better future. It comes down to pointing the way and saying,  “C’mon. We can do this!’.  When times are tough, vision is the first casualty. Before conditons can improve, it is the first thing we must recover.’

If you’d like assistance in revisiting your values, vision or mission as a first step – please Contact Us.

Image: djcodrin / FreeDigitalPhotos.net

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Image: Salvatore Vuono / FreeDigitalPhotos.net

Whether you are a small business or larger corporate,  the need to drive every marketing dollar in your marketing strategy is equally important.

We firmly believe great marketing does not have to be expensive.  Cost effective business and marketing strategies are  even easier with today’s technology.

In the next few blog posts, I’ll summarise some of the key points of a strategy marketing presentation I gave last year entitled  ’20 Tips to Cost Effective Marketing’.

I hope you find it useful in your marketing planning.

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In Linchpin, we’re again made to think, whilst also being inspired.  If you need any further ‘firing up’ for your activities this year – I recommend getting hold of this book.

The book’s marketing has been interesting.  Seth shared  via his community – rather than the traditional means of book promotions – ie print, radio, tv advertising and publicity.

Judging from the number of people now talking about Linchpin, including the significant number of other marketers and writers who have interviewed Seth,  the ‘New Rules‘ marketing approach has worked.   Linchpin is set to become an instant bestseller.

Linchpin’s  messages  are profound.  From reading and listening to several interview transcripts, the following ideas  personally resonate:

1. Lizard brain – a concept  which  as David Meerman Scott posts,   is at the core of our resistance to do meaningful work.  My understanding:  it’s what holds us back from realizing our potential – doing what we want to do  which might be contrary to the ‘norm’ .  The lizard brain,  according to Seth prevents us from  from being ‘artists’.

2. Seth’s analogy of artists:   Art is the  ’act of bringing humanity and connection to somebody else’  .. not following rules but ‘your gut and soul’. Its about creativity, and boldness to challenge the status quo.  In a recent blog post continuing the theme Seth wrote: ’Art is what we are doing when we do our best work ‘ from Making Art

Here are a couple of the Seth Godin Linchpin interviews.  A full list is here and Seth’s blog post- here. The list doubles as a convenient summary of  great blogs to read.

As the end of the first month of a new year approaches,  I hope you draw inspiration for the remainder of 2010 from this book. Enjoy!

David Meerman Scott interviews Seth Godin from David Meerman Scott on Vimeo.

John Jantsch’s Interview with Seth Godin

Order your copy of Seth’s new book here.

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Create raving fans with customer focused product design.

Great design delights customers.

It also provides significant benefits to business. Design differentiates a product in a competitive market, enhances the brand, generates customer loyalty and reduces the marketing budget.

How does great design do all this?

By being customer focused.

The best, most successful products are designed to suit the customer.  They’re shaped  from a commitment to understand customers’ needs and behaviour, and to enhance their overall experience.

Customers – members of the marketing team

Customer commitment, combined with innovation and creativity  will enhance  the brand, reinforce customer loyalty and create brand advocacy amongst customers.  Customers become ‘raving fans’ who, via word of mouth, will do much of the marketing for the business, meaning less  budget is required for marketing activities. ‘Raving fans’ become unpaid members of your marketing team.

Product re-design = new life

For mature products, re-design can breathe new life, sales and profits. into a product.   Adding new features, attributes or presenting the product in a different way, extends the life of a mature product.

Here are five benefits of customer focused design:

1. Differentiates a product amongst competitors
2. Enhances brand – (from product functionality, innovation, creativity and customer commitment perspectives)
3. Extends the life of  mature products
4. Builds loyalty and brand advocacy by converting customers to  ‘raving fans’
5. Decreases long term marketing expenditure

How to re-design?

Can you shape your product/service to better suit your customers’ needs?  Here are three ways to approach a re-design.

1. Integrate product or service re-design  into the existing continued improvement processes of your business.
2. Find out what customers are wanting and what they think of your products/services. Ask them and listen. Social media platforms particularly make this easy to do.
3. Put yourself in your customers’ shoes. Be a customer of your own product/service for further ideas.

Great product design – an example

Great, customer focused design is exciting as  it combines creativity,  innovation and the potential  to really satisfy your customers’ needs. The Berocca Twist ‘n’ Go is a favourite example cited in last week’s BRW.

This new product drops the fizzy tablet into the water as the package is opened.  No need to go searching for water when you are in need of a Berocca®!

With sports waters accounting  for 8% of Australia’s $1 billion bottled water industry, Berocca Twist ‘n’ Go promises new opportunities and attractive sales forecasts, as it can now be included in the cold drinks cabinet – rather than just the medicine/vitamins section of the supermarket.

And BRW reported that sales for Berocca’s new product have already exceeded predictions by 10%.

How can you re-design your product/service to better suit your customers’ needs?

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Unsure of the best way to promote your business to achieve business growth?

Firstly understanding your market, product or service and customers will ensure that you select the most suitable promotional tools  for your target audience.

And underpinning all communication is today’s marketing catch cry:  ‘Stop Interrupting!’ .

What does this mean?

Marketing is no longer about broadcasting messages at customers in an interruptive, one way fashion.  Enabled by Web 2.0, successful businesses are engaging customers via social media and other e-communications in  dialogues or conversations and really listening to their customers.

New Research

A recent study by social research company, Colmar Brunton[1] highlights the  changing media landscape and the wane  of  the ‘interruption’ style of marketing.

Interruptive, Irritating & Informative

Amongst the findings were:

Web pop-ups (35%) and TV advertising (31%) were found to be the most interruptive media, with both also regarded as the most irritating. (Web pop’s (65%) web pop-ups and 43% TV advertising.)

One in five people considered radio boring (the highest percentage  for any of the advertising platforms).  21% also regarded it interuptive.  However 19% found it informative.

Considered traditionally as a medium of intimacy, the radio results   could possibly reflect the type and style of ad’s

So, how can customer engagement grow your business?

The benefits of customer engagement are significant.

Strong Relationships = Less Marketing

Most importantly, customer engagement forges the creation of strong relationships with customers.  Strong relationships mean increased customer loyalty, repeat business and referrals. Less marketing expenditure is then required to acquire new customers.

Great for the Brand

Customer engagement is also good for the brand. Instead of   fuelling  negativity from irritating, interruptive communication to customers, positive goodwill towards the brand and positive word of mouth about the brand are generated.   Brand advocacy results.  Your engaged customers become integral to the promotion efforts and your business growth.

A Secret No Longer

In planning your promotion strategies – adopt the ‘Stop Interrupting’ mantra, engage your customers and see the positive results for your brand and business growth.

[1] BRW Jan 14-Feb 3, 2010, p31

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Image: Francesco Marino / FreeDigitalPhotos.net

Two of my favourite business magazines recently devoted their entire issues to sustainability. Increasingly companies are seizing the issue to to garner a competitive edge with consumers.

Whilst marketing might communicate being green as  a brand attribute (not core benefit); it struck me (probably idealistically) how wonderful  will be the time when green is the organisational norm – and not a unique selling point or source of competitive advantage. There would be no differentiation –  all companies would be  green.

Until that day - customers’ support of green companies and brands will continue to encourage business adoption of policies.  However marketing has an important role in communicating how to support our fragile eco system. Indeed, in understanding which companies are green a recent study showed that 50% of people could name an organisation with green credibility (1). Another study showed that although Australian SME’s were willing, two thirds were unsure how to action climate change policies. (BRW, October 22, 2009).

For businesses – how to get started?

• Reduce your organisation’s energy use .. buying the energy your business uses from renewable sources
• Add a carbon offsetting option to your billing
• Review your suppliers in the value chain and assess their green practices – seek out eco partners
• Use recycled stationery and materials for all communications pieces, and sales promotion items
• Measure and offset the carbon footprint of your organisation’s website. (Visit : Greenserve, CO2Stats.com and GREENMYWEBSITE.COM)

For larger, publicly listed companies – organisations such as Sydney’s Interactive Investor provide online reporting including green reports in lieu of paper reports.

Be wary of greenwashing

In an age of authenticity, businesses need to be particularly wary of ‘greenwashing’ – making claims that cannot be substantiated. To assist, The Australian Association of National Advertisers has introduced a green claims code, for marketers to check their environmental claims. Greenwashing can result in substantial fines (in Australia – up to $ 1.1 million) – but more importantly, organisations will compromise the relationship with their customers and damage their brand.

The following provides some additional resources which may be of assistance:

For Australian organisations and here

For U.S organisations

Five Ways to Green Your Office (Article from Forbes magazine)

(1) Fifty things you need to know about being green, Kevin Johns, B&T October 16, 2009  - citing Mobium research of 22,000 people.

Disclosure: Interactive Investor is a client of the author.

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Marketing strategists Al and Laura Ries say the ‘birth of a brand is achieved with publicity, not advertising’ . The media that has ensued has certainly answered that objective.

It remains to be seen whether the name will remain or indeed is part of some publicity activity  of a larger plan.  Indeed, doubt still exists as to whether Coke’s 1985 introduction and subsequent withdrawl of New Coke, was a publicity stunt.

For any business, the brand name decision is key. It seeks to be memorable, own the category and authentically represent the product’s values.  ‘i Snack 2.0’ doesn’t seem right . Here are some reasons:

Feels like they’re trying to cash in on all things ‘ i ’ to win instant cool.  But having an ‘i ’ in front of a product doesn’t make it cool. The product itself has to fulfill that promise. The reason iphones, imacs and ipods are cool, are because they are innovative and functional products which live up to their brand promise.

Is ‘i ’ relevant .. ?  The ‘ i ‘ doesn’t seem relevant here. Apple has ownership of the ‘i ’ categories .. and if they introduced a snack to eat while you are on your Iphone or working on your imac ..it would seem a more natural extension.

The name is a mouthful (sorry – bad pun). From twitter: ‘ Seriously? iSnack 2.0 name 4 new Vegemite.’ Do you want jam,Vegemite or iSnack 2.0 on your toast? ..’RT @sammutimer: RT @bonniebullock

An ‘ i’ in front of the product doesn’t necessarily give instant access to a younger audience.  Younger audiences are known to be more discerning and wary of marketing messages. Any suspected manipulation or exploitation may in fact   turn them away.

And just as it is that not only  young people use all things ‘i ’, older people might be interested in this new Vegemite product .. after all we’ve lived and experienced the previous one for a long time!

Ries and Ries propose their 21^st law of Immutable Branding as the ‘Law of Mortality’: ‘No brand will live forever. Euthanasia is often the best solution’.

Wonder if this will be the fate of i Snack 2.0?

What do you think?

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