There’s no such thing as free marketing

I attended a Meetup earlier this week entitled, Marketing Without Dollars. I went into the assemblage loaded for bear because I abhor the idea, belief or notion that marketing can be accomplished without money.

It quickly became apparent that the presenter wasn’t purporting to possess radical ideas for moving products through various channels and into the buyer’s open arms without spending a dime driving awareness and demand.

No. He stated emphatically (well, for a kind and soft-spoken man, it was meant to be emphatic) that marketing is more a mindset than a skillset…especially for small and emerging businesses. He focused primarily on image and how business people and businesses present and conduct themselves, actively and passively, throughout each and every day.

Examples:

• Swept floors and clean restrooms
• Well manicured lawns
• Company vehicles neatly aligned in the parking lot
• Precisely organized product displays
• Crisp professional company uniforms
• Courteous and attentive receptionists
• Visible and sincere participation in civic events

He categorized all of these as free marketing activities.

The presenter was really talking about image, perception and brand management. Marketing is much broader and comprised of many complex disciplines. Company culture, public perception and brand are aspects of marketing, and quite important ones at that, but few if any businesses of any size and maturity can succeed or survive by putting most of their energy into these “marketing without dollars” activities.

It’s wise to pay attention to them, though.

But are any of them really free? I say no. Do you agree?

del.icio.us Tags: marketing,perception,image,corporate culture

Don’t speak ill of the brand

The best laid plans sometimes go awry through no fault of your own. On Friday I wrote about my intentions to pay attention to some of the brands I would be exposed to on a 150 mile round-trip drive on I-35. Macro view first; individual brand analysis last.

I expected to be sharp of mind and fit of body for the drive. I woke up feeling anything but 100%. I wasn’t seriously ill, but the waves roiling in my stomach kept me from giving my utmost attention to my surroundings during the trip.

I tried, and I times I succeeded in taking in the branding environment, but other times, I was too aware of how unwell I felt.

Enough whining.

Here are two road trip branding observations:

1. In the metro areas, few company or product brands rose above the fray. There’s so much visual noise, it’s dizzying for drivers, so drivers tend to block it out. (That’s a good thing since distracted driving is a killer. We don’t need signage and billboards contributing to the problem.) This probably isn’t news for most of us; just affirmation.
2. In rural areas, I noticed the pitiful over the excellent and I’m not paying the pitiful a compliment. What was memorable was the neglect and that does not impress. Bad store signage and dilapidated billboards. When there’s little branding competition, why wouldn’t you put your best foot forward? Talk about a missed opportunity.

So that’s it and it isn’t much better than I felt (sorry readers).

Of course, pictures would sure help accentuate my observations, but I was driving and I would not be distracted.

SIDEBAR: Talk about not being on top of your game; I realized later that a better title for last Friday’s blog post: Branding At The Speed Of Drive.

del.icio.us Tags: brands,brand messages,branding,advertising,communications

Branding at the speed limit

A while back I wrote a post about the countless number of brands we are exposed to every day. The thought occurred to me as I was driving on the interstate that at that particular moment, I was being bombarded with scores of brand messages. What troubled me was how until that instance of clarity, I was blissfully and completely unaware.

Tomorrow I will be taking that same route north but for a shorter distance of 75 miles. Will history repeat itself?

No, because I’m planning to make a conscious effort to absorb some of these brand messages and analyze my reactions to them.

First, I will make a macro observation: what is the environment like where the brands are competing for my attention.

Next, I will hone in on specific brands that capture my eye and I’ll quickly assess why I think they were successful.

I’ll be forced to make quick judgments since I’ll be driving through the area at 60 MPH or faster.

It’s not speed dating, but for a branding and communications guy, it should be interesting to see if I pick up any positive vibes.

del.icio.us Tags: brands,brand messages,branding,advertising,communications

The more things change, the more the brand stays the same

I admire brands that stick with what works. It takes guts to stay the course when there’s so much change around you, especially in this swift-moving, reactive and highly impatient era.

Director:  “Our competition is doing X! We need to respond. We can’t keep doing what we’re doing.”

Brand Manager: “Why not? We’re firmly entrenched in the leadership position. The campaign rocks and the channel and consumers love it and they love the brand. What’s to change?”

Director: “Doesn’t matter; we need to change the branding campaign now.”

Consider ESPN and their SportsCenter program promotions. Very little about their commercials has changed in 17 years. It’s remarkable that they continue to produce highly entertaining, memorable and fresh creative year after year. And every promo ends with their tag line “This is SportsCenter”, appearing on the screen…seen, but not said.

The campaign never gets old.

How many product or service brands can match their stamina and success? Can you name any brands that have enjoyed even a 10 year run utilizing the same theme, creative formula and slogan? How about a 5 year run?

Write the brand and the number of years the same campaign creative and messaging has run in the Comments box. 

Thank you for your contribution and for reading my blog.

del.icio.us Tags: brand,branding,brand campaign,commercials,slogan,ESPN,SportsCenter

Give your personal brand a purpose

Whether or not you believe in the concept of personal branding, the value of the discussion it has garnered is indisputable. Much of the advice of late is on the importance of finding a meaningful way to distinguish yourself by bringing your talents and passions to a cause that aligns with your values.

In a Forbes article this week, Dorie Clark, CEO of Clark Strategic Communications and the author of the forthcoming book Reinventing You: Define Your Brand, Imagine Your Future, stated that

“..the true secret of leveraging your personal brand is to ensure it’s not just about you and your ambitions, but the value you can bring to the world.”

We want our corporate and product brands to contribute to the quality of life and help make the world a better place. Should we expect anything less of ourselves?

Find your purpose and make your personal brand stand for something more than professional status.

del.icio.us Tags: personal brand,personal brand defined,personas,online personality

Build personal brand cache through actions, not words

Let your actions speak for your personal brand.

Actions like:

• performing pro bono work for your favorite charity
• serving on a committee at your local school
• writing a professional paper
• mentoring a new employee
• leading a green initiative at work
• rescuing cats or dogs
• foster parenting
• opening your home to disaster victims
• organizing a blood drive and donating blood
• visiting the senior citizen center
• working at the polls

all speak volumes about your character, your passion and your heart. Not only will any of these types of actions enhance people’s respect and admiration for you; they will set a powerful example for your children and their generation of up-and-coming citizens of the world.

Make your personal brand stand for something more than professional status.

del.icio.us Tags: personal brand,personal brand defined,personas,online personality

Meet your personal brand manager

Corporations and products have brand managers. Celebrities, athletes, politicians, dignitaries and other famous people do, too.

What about the rest of us?

Mirror, mirror on the wall

I can’t afford a personal housekeeper or trainer and I definitely can’t afford a personal brand manager. So, the job falls to me, myself and I.

Yes, you and I, we 99% have to be our own personal brand managers.

Relax. Generally speaking, you don’t have to put that much effort into managing your personal brand. Since it’s the essence of your character, you merely have to be yourself.

And not just at work and during professional endeavors. Your personal brand is on display and in play always.

Working your network

As I stated in yesterday’s blog post, when it comes to your personal brand and your professional interests, it is worthwhile to develop a set of key messages that bring clarity and focus to your professional attributes and pursuits.

Some refer to these messages as your elevator speech. Take care to formulate messages that are concise and simple to understand; short and sweet as it were. They will be easier to remember.

In addition, a common thread or theme should permeate your messages so your audience can see the linkage between them.

Display social graces

Managing the perception of your personal brand is as simple as acting in accordance with your key messages and the values you profess. That includes when you are online and in a social setting, or perhaps I should stress, especially when you are in a social setting.

Never waiver. It’s the old adage: It takes years to build your reputation and minutes to ruin it.

Be consistent. Talk less. Let your actions speak for you.

del.icio.us Tags: personal brand,personal brand defined,personas,online personality,online profiles,reputation,character,personality,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Your personal brand travels with you

Yesterday I chimed in on the discussion that an individual’s personal and professional brands are one and the same.

I agree.

I believe the point behind defining your personal brand was, and is, to help the person develop a set of key messages that bring clarity and focus to their professional attributes and pursuits.

It never occurred to me that a personal brand was supposed to be separate and distinct from an individual’s social brand (so to speak).

Personal brand defined

To borrow from Brandeo’s definition of a brand:

A personal brand is the sum of all the associations, feelings, attitudes and perceptions that people have related to their observations and interactions with you.

Like corporate and product brands, you don’t own your brand. Everyone in your life owns it. You embody it. You exude it. You live it every day, but others perceive it and decide what you represent.

It’s about character.

Your personal brand is the 360°’s of you.

del.icio.us Tags: personal brand,personal brand defined,personas,online personality,online profiles,reputation,character,personality,Richard Becker,Copywrite Ink,Peter Shankman,Brandeo,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

What you see online isn’t necessarily what you get

In his blog post today, creative strategist and copywriter Richard Becker does a stellar job explaining the myth behind multiple personas. He was bridging a discussion kick-started by Peter Shankman who proclaimed that individuals possess only one brand.

Becker doesn’t take issue with Shankman’s assertion; in fact, he supports it and expounds on it beautifully.

This isn’t a discussion on personal brand, it’s about character, Becker states. He writes,

“…there is no division between your personal and professional lives.”

If that isn’t clear to everyone today, will the point ever hit home for those who don’t get it? Apparently, these individuals will have to learn via the school of hard knocks.

You are what you post

This can be good, or bad, depending on how you present yourself in professional versus personal settings. If there’s a serious disconnect or a wide gulf, suspicions about you may arise and it may serve to undermine your professional pursuits (and possibly your personal relationships).

That’s not to say there won’t be variations in your presentations – how you express yourself in words and pictures in various online portals. As Becker intimated, people act differently depending on the environment. There are standards of decorum for various venues, situations and settings. Smart people act accordingly. The same is true online.

Be true to yourself

“Your brand or character is multi-faceted and always evolving.”

So it’s okay to be a proud alumni or a homer on your professional sport team’s fan page, as long as you aren’t too extreme.

And that’s the point. It is wise to demonstrate sound judgment and a sense of awareness.

For example, never present yourself as something other than you are – live or online. You will be found out. And the consequences may be far-reaching. You may damage your character and reputation for years.

Your life timeline online 24 x 7 x 365 x infinity

Be cognizant that others form opinions and assessments about you based on what they see all over the Internet. So, be tweet-wise, smart with your smartphone photos, and clever, real and tasteful with your videos.

Taken all together, you are the sum of the whole of your online actions: and even that isn’t 100% accurate.

SIDEBAR: Some, like Becker, have decided not to worry about judgments others make based on online information they dig up. It may say more about the character of those individuals than about the individuals they are researching, Becker asserts. 

True, but not everyone is in a position in their life to cast aside these concerns.

del.icio.us Tags: personal brand,personas,online personality,online profiles,reputation,character,personality,Richard Becker,Copywrite Ink,Peter Shankman,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

The brand of the people

What is a brand?

If someone asked you to explain the concept of a brand, could you do so simply and comprehensibly?

Here are two definitions I like:

A brand is the sum of all the associations, feelings, attitudes and perceptions that people have related to the tangible and intangible characteristics of a company, product or service.

Brandeo, an online marketing resource

What’s striking about the Brandeo definition is it doesn’t incorporate any assets, like the logo, colors, shapes, tastes, and other sensory drive attributes of a company, product or service, in the equation.

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

Seth Godin, marketing guru and accomplished author

The consumer decision to choose. That’s powerful. And it underscores that while company executives, product marketers and creatives are stewards and ambassadors of a brand, the consumer holds its fate in their hands.

Those in charge of a brand, therefore, must take care to be honorable and honest. Ensure that the brand story reflects the consumer experience and that experience is always positive.

Power to the people!

del.icio.us Tags: brand,brand defined,brand definition,Brandeo,Brandeo founder Anne Simons,Seth Godin,brand steward,brand manager,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Hear ye! Hear ye! Come one, come all

What is the most important skill for a copywriter to possess? Sweet writing skills are obvious, and they are certainly near the top of the list. A strong command of the language is paramount. A broad vocabulary is advantageous. Yet all of these fall behind the skill nestled in the number one spot.

The best copywriters are superb listeners.

What say you?

In order to craft the brand narrative, it is imperative that the writer hears how the stewards of the brand express their passions for the company or product. As I wrote in yesterday’s post, the copywriter must probe for insight into the character of the company, it values, and how employees express their views and passions. Within their answers will be the key messages and differentiators that help you craft the brand message.

To elicit the insights a copywriter seeks, she or he needs to be a smart interviewer and ask open-ended questions:

• Why are they believers in the brand?
• How did they make believers out of their first customers?
• What were their early challenges?
• How did they slog it out with their competitors?
• Why did (and do) they win?
• Why are they excited to come to work every day?
• What are their aspirations for the brand and their association with the brand?

What was heard

A careful listener will recognize common themes in the answers given by employees and executives. The adroit copywriter will transform these gems into the brand messages that attract customers and strengthen bonds.

Listen. Learn. Cogitate. Create.

And from there the story will unfold. It will inspire. It will motivate. It will set the brand apart.

del.icio.us Tags: brand,brand values,value proposition,unique selling proposition,positioning statement,key messages,slogan,content,content marketing,company story,small business,entrepreneurs,differentiate,focus,strategy,conventional wisdom,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

There’s a story in there somewhere

Every small business has a story to tell.

Somewhere within the inspiration that lead to creating a business is the message that embodies the company’s value proposition and differentiation. It is incumbent upon the marketing copywriter to extract that information to serve as the basis for a communications strategy.

Keep asking questions. Dig for details. Draw out the tales from the early days as the company was formed. Within these narratives are nuggets of gold. The savvy copywriter will recognize a unique selling proposition, a positioning statement, key messages and possibly even a slogan.

Listen. Learn. Cogitate. Create.

The content the copywriter crafts will be original, genuine and a mirror characterization of the small business owner’s vision and values when she or he opened the doors and served the first customer.

And from there the story will unfold. It will inspire. It will motivate. It will set the company apart.

del.icio.us Tags: company vision,mission statement,company values,value proposition,unique selling proposition,positioning statement,key messages,slogan,content,content marketing,company story,small business,entrepreneurs,differentiate,focus,strategy,conventional wisdom,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Have it your way Burger King

Something is fundamentally wrong at Burger King. For nearly as long as I can remember, they have failed to figure out what makes them special. They started out strong with their charbroiled, never fried and have it your way differentiation and messaging, but they eventually lost their way.

McDonald’s cast a long shadow and Burger King remains hidden in the dim. They’re so hopelessly lost that it seems they’re doomed to follow the path of the chain with the big red shoes.

This “Me too” approach continues to fail as a marketing strategy for Burger King.

Follow the leader

In their latest incarnation, the fast food chain has expanded their menu adding salads, chicken snack wraps, smoothies and frappes to their offerings.

Gee, doesn’t this seem familiar? Oh yea, McDonald’s has salads (2003), snack wraps (2006) and smoothies (2010) on their menu.

How impassioned.

How pathetic. Burger King lacks vision and a culture of innovation. Seemingly, everything they do mimics their arch-rival and trails them by many months or years.

The consequences? Consumers flock to the original and other options and Burger King continues its slow slide into oblivion. The chain is now #3 in the United States behind McDonald’s and Wendy’s.

Be a leader

There’s a lesson here for entrepreneurs and small business owners. You must establish your own identity and be able to clearly differentiate from your rivals. Consumers prefer leaders. If you aren’t the market leader, then you need to focus on a segment and position yourself in some way that gives you an advantage.

For example, if you are in the hyper-crowded automotive parts supply business, you can define a strategy of specialization in a segment that is underserved. Let’s assume it’s European models or you can go even narrower and offer parts for German cars only. You can then hone your positioning and messaging as the

• only
• leading
• largest
• most knowledgeable
• genuine OEM

European or German auto parts supplier in the area. And your marketing, messaging and personality can boast your unique leadership position.

Protect your lead

But you can never rest on your laurels. You must continue to advance your knowledge, enhance your experience, add more European or German products and services and keep reminding the market you’re the best in your segment.

Create. Differentiate. Elevate.

Or follow Burger King’s example and slide into oblivion. It’s your choice. Have it your way.

~~~~~

SIDEBAR 1: Al Ries does a thorough job breaking down the many failures of Burger King’s current direction in his column in today’s online edition of Ad Age.

SIDEBAR 2: The fast food restaurant chain’s new slogan is "Exciting things are happening at Burger King."

Wow, I’m inspired.

del.icio.us Tags: Burger King,new slogan,new menu,category leader,market leader,small business,entrepreneurs,differentiate,focus,strategy,conventional wisdom,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Colorful content captures customers

In my USTA doubles match on Sunday, my partner made a wonderful shot to win a critical game. “Yea,” I exclaimed, “great shot!”

I almost immediately rescinded that compliment and replaced it with a grander kudos. “I take that back. That shot deserves more than a one syllable adjective,” I explained. “Spectacular shot!

My partner beamed.

Vitalize your brand

Crafting prose that accurately communicate the beauty, character and unique benefits of your company and its products or services is a valuable skill. 

Writers have a firm command of the language and an extensive vocabulary. With a professional wordsmith on the job, you can be confident your product, service or achievement will be judiciously lavished with the appropriate polysyllabic descriptors it deserves. And the market will respond.

Make your product beam

Color your content. Hire a copywriter.

512 903 9503

del.icio.us Tags: adjective,colorful expressions,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

You mustn’t be the Etch A Sketch messenger

Politics is great theater. It also delivers priceless lessons on the importance of clarity, consistency and authenticity of message.

For example, during a conversation on messaging with a CNN reporter today, senior adviser Eric Fehrnstrom juxtaposed moving into the general election campaign with the Etch A Sketch children’s toy proclaiming, “you can kind of shake it up and we start all of over again.”

Tell me he didn’t honestly say that.

Oh, but he did, and his Republican opponents and Democrats jumped all over the statement. They are getting a lot of mileage out of it and are mercilessly pummeling the Romney campaign.

I have to ask: where is the discipline in the Romney camp? These kind of bonehead statements seem to come out of Mr. Romney’s or a spokesperson’s mouth with regularity. It’s alarming and disturbing.

I wonder if the Romney campaign’s theme song is The Cars hit “Shake it up”.

Abject lesson for business

It’s also another prime example of how talking off script can burn you. One slip-up can decimate months, if not years, of work and instantly destroy credibility.

Business and marketing communications professionals know this all to well. The best of us are on the straight and narrow at all times when publishing content for, or speaking on behalf of, our clients.

Precision in communication requires focus and mental acuity. Spokespersons must always be on message, tuned to what they are saying and how it will be received and perceived. If what we convey is true to the brand’s value proposition and the customer experience, all is well.

Unanticipated windfall

One organization that is undoubtedly thrilled with all the buzz Fehrnstrom generated is the Ohio Art Company, the manufacturer of the Etch A Sketch. Headquartered in Bryan, Ohio, which is my home town, I suspect folks there are positively giddy about the blue bird Romney’s senior advisor threw them.

"Happy to see Etch A Sketch, an American classic toy, is DRAWING attention with political candidates as a cultural icon and important piece of our society," said Nicole Gresh, spokeswoman for the manufacturer. "A profound toy, highly recognized and loved by all, is now SHAKING up the national debate. Nothing is as quintessentially American as Etch A Sketch and a good old fashion political debate.”

Who would have thought national politics would put the spotlight on little old Bryan, Ohio?

There are probably a lot of people in my home town with big grins on their faces. I’m happy for them.

del.icio.us Tags: Etch A Sketch,Eric Fehrnstrom,Mitt Romeny,Ron Santorum,Newt Gingrich,CNN,political campaign,The Ohio Art Company,Bryan Ohio,messaging,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger

Help! I’m drowning in content

Content, content, content. Marketing organizations are pumping out so much content it’s becoming a commodity.

This is annoying and has the potential to cause your customers to tune out.

To what purpose?

Content is valuable if it imparts knowledge, makes your customer’s lives easier and reinforces your value proposition.

And that’s the point, isn’t it? All of your content should be telling a story where your brand is the hero. The problems described may be vastly different, and how they are solved may be unique and unrelated, but each tale must reinforce what makes your brand compelling and unique.

Each read should convince the target audience that your brand is the best choice for “X”. In some cases, it may be a specific benefit that only your brand offers. In other cases, such as where it’s a crowded market, take running shoes, for instance, it may have something to do with a personal value, like a race for a cure.

Other methods for imparting value via your content was described recently in this post.

Be pithy

Brevity is in. Write with clarity and focus on precision in your communication. Leave no room for interpretation. Say it in as few words as possible. Be crisp, clear and concise.

And please, don’t repeat yourself over and over again. In other words, don’t be redundant.

Get the point? People are busy. Get to the point and be content with your content. Then get out.

del.icio.us Tags: content marketing,information overload,customer-centric,thought leadership,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger

Of news and nonsense at SXSW

It’s South by Southwest (SXSW) time in Austin. The events began on March 9 and runs through March 18. Film, Interactive and Music.

There’s so much noise coming out of downtown Austin, it’s difficult to filter the news from the nonsense.

If you are a communications professional for a brand at SXSW, how do you get noticed? Do you initiate a full-on social media assault, hold a special event, hire temporary staff to work the crowds throughout the SXSW venues or resort to gimmicks? Do you publish content each day during SXSW hoping to ride the coattails of others announcements adjacent to your market and product offerings?

All of the above…and more?

Other than pumping out useless dribble, most any article, blog, video or other observation piece will get some traction online.

An industry event like SXSW (or CES) carries so much cache that you should publish…often. Just make sure it’s strategic, interesting, insightful, unique, and worthy of your brand.

Now if you’ll excuse me, I’m headed downtown to take in some live music. If I see or hear anything of interest, perhaps I’ll blog about it here. Rest assured I’ll try to avoid the nonsense and not end up becoming part of the news.

del.icio.us Tags: South by Southwest,SXSW,interactive,film,music,Austin Texas,copywriter,precision in communication,ghost writer,ad copy freelance,marketing communications consultant,social media,social media writer,blogger,blogging

Just follow your nose

Vindicated!

My wife complained years ago that Abercrombie & Fitch was pumping a fragrance through the ventilation system. She walked into their store and almost immediately her olfactory went on high alert. The scent in the air was too sweet and too strong for her. “They’re pumping perfume through the vents,” she exclaimed. She turned to another customer in the store for confirmation. “Do you smell it?” Without waiting for confirmation, she headed toward the door. “I have to get out of here.”

Our daughters were astonished. “They can’t do that,” they insisted. My wife would have none of it. She knew what she sensed in the air and it was overpowering for her.

Until this week, that experience was brought up occasionally by our daughters to poke a bit of fun at their mother. Now we know they owe their mother an apology.

We also now know that scent diffusion is a marketing strategy that has been deployed in retail outlets, hotels, law, doctor and dental offices and in the cabins of jets flown by major airlines for quite some time.

In an article in this week’s AdWeek online, experts tell us that just a few microparticles is all it takes to do a lot of marketing’s heavy lifting, from improving consumer perceptions of quality to increasing the number of store visits.

Of course, this olfactory strategy can result in a negative customer experience, as was the case with my wife. That Abercrombie & Fitch store visit was abruptly terminated not only because my wife has a heightened sense of smell, but also a delicate sensitivity to some aromas that can bring on undesirable reactions.

It’s a virtual lock she isn’t alone. But how large is this population and what are their rights? Do organizations  that use scent diffusers have an obligation to inform these people that they are pumping a scented oil into the air?

If you argue against, then how about at least a courtesy notice stenciled on the entrance door, or printed on a small placard at the checkout or customer service counter or the reception desk? Is that too much to ask?

Or will activists defending the rights of folks like my wife have to push for legislation or legal proceedings to secure vindication?

Let’s hope it doesn’t have to go that route. Enlisting the aid of politicians or lawyers is a “nose-tion” that sort of leaves a bad odor in your whiffer, doesn’t it?

del.icio.us Tags: AdWeek,atomizer,diffuser,scent,scent diffusion,smell,brand passion,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,bloggingcommunications

The sniff test goes retailing

Follow your nose has taken on a new meaning for me. Little did I know that brands are diffusing scents in the air in retail stores in an attempt to influence if, what and how much customers spend.

I’ve walked into plenty of women’s beauty aids stores where perfume smells hung heavy in the air, but I expected that because they had sales counters with the major brands on display and testers in easy reach.

It turns out there’s plenty of science that proves that at subtle, almost undetectable levels, scenting the air influences purchase behavior and increases store revenue.

Who knew? The folks at ScentAir and Scent Marketing Institute for starters. They adamantly believe diffusing systems are filling the air with all kinds of money-making ambient scents that positively affect the consumer shopping experience.

The scent of money

The AdWeek article Something in the Air opened my eyes to how pervasive scenting the air is in retail establishments. Major retailers have invested big bucks in the systems that disperse an ambient smell. They stand behind the decision because their data shows that many customers notice and like certain aromas. That keeps them in the store, and when the hang around, they tend to buy.

“If you introduce a scent, customers will linger longer. And if they do, purchase intent goes up.”  - Steve Semoff, co-president, Scent Marketing Institute.

Plug your nose

Not everyone is a fan. Some argue that for folks with allergies and other health issues, even nearly imperceptible levels are unacceptable. No one knows about cumulative effect, they claim. The science is too new. Furthermore, they believe stores and brands have a responsibility to disclose that they are spritzing the air. Presumably because not everyone has a sensitive olfactory, and everyone has a right to know what they are inhaling.

Ooooh that smell

“The technology has advanced to the level where anyone can do it.”

Oh boy, that notion scares me. I don’t want to walk into a pharmacy and have a scent designed to incentivize purchases lingering in the air. Even at one part per million, that would be unacceptable.

Seriously though, I’m curious where you stand on scenting the air. For? Against? Indifferent? Do you believe retailers have an obligation to inform consumers? Do you believe the science or are you dubious?

Share your thoughts in the Comment box. Thank you.

del.icio.us Tags: AdWeek,atomizer,diffuser,scent,smell,brand passion,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Gimme action, not words

Do actions speak louder than words in brand marketing? The answer seems obvious, doesn’t it?

Which would you rather have, word of mouth, or word of action marketing?

Word of mouth

Word of mouth is well understood and clearly is exceptionally valuable. Your customers as your ambassadors is quite powerful. There’s built-in trust with their familial, social and professional networks. That trust does convert to revenue and new customers.

Word of action

Word of action moves beyond the endorsement and into actual consumption. Your customer does speak for your brand, but she also puts her attraction for your brand on display by consuming it and purchasing it for others. Often. This person also cajoles others to purchase your product. Often. Or at least while in her company.

This individual takes ambassadorship to a new level. She couldn’t be more loyal if she were your employee. And make no mistake - the passion is real, strong and genuine. It’s also infectious and attracts like-minded fans. All of this scales to more revenue and more customers.

So how do you engage word of action brand ambassadors to expand their reach and assure alignment with your branding initiatives? Please share your experiences and thoughts in the Comment box.

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