January 2014

“What Great Brands Do” Virtual Book Tour

By | 2014-01-28T16:55:45+00:00 28 January 2014|Categories: grow, SandBlog|Tags: , , |

What_Great_Brands_DoToday is Day 2 of the virtual book tour featuring What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest by Denise Lee Yohn.

Author and Customer Loyalty expert Jackie Huba kicked the tour off on Monday at her site with:

Tuesday (today) Phil Gerbyshak posted a great video interview with Denise. Check it out…

Here is the tour schedule for the rest of the week!

We hope you follow along!

How does the Price of a Product Affect the Marketing Plan for the Product?

By | 2014-08-24T15:29:47+00:00 22 January 2014|Categories: Crackerjack Marketer, grow|Tags: , , |

POINT: John Moore

The price of a product doesn’t necessarily affect its marketing plan. Objectives still need to be set. Strategies must be identified. Tactics need to be developed. Constraints (budget & timing) must be listed. None of that changes with low-priced or high-priced products.

What does change are the strategies and tactics needed, relative to how a product is priced given its competitive landscape.

As mentioned earlier, high priced products need a rich story behind it in order to justify its premium price. That story needs to come through in the strategies and tactics used to gain customer attention in hopes of earning a purchase.

How a product is priced relative to its competition will significantly affect its marketing plan.

The more competitors a product has, the more difficult it will be to gain customer attention.

The more similarly priced competitors a product has, the more difficult it will be to earn a purchase.

The onus is on the marketer to create imaginative strategies and tactics that breakthrough the cluttered competitive landscape.

Fast food retail marketers face this conundrum every day. Prices are similar across the board for fast food retailers. Every fast food retailer competes on price from Taco Bell to Burger King to Subway.

To standout from all their competitors, Taco Bell, Burger King, and Subway need to be more imaginative in what they say, when they say it, how they say it, and whom they say it to.

Taco Bell continuously showed creativity when they  were running their “Think Outside the Bun” marketing.

Burger King continuously tries to be more uniquely creative than McDonald’s in its marketing efforts. (Doesn’t always work for Burger King.)

Subway continuously, and with sharp focus, shows its creativity in marketing its $5 foot long sandwiches and in telling its eat healthy story.

The simple fact remains, a brand, no matter if its priced high or low, must be interesting to get customers interested. A marketing plan needs to follow through on the “be interesting” positioning.

COUNTERPOINT: Paul Williams

I’m going to keep this one simple as I think the answer is simple… A great marketing plan won’t change based on the price of a product.

Whether you’re selling low-priced cotton swabs or multi-billion dollar cruise ships, the marketing plan should be geared to do the same thing:

Define ways to meaningfully engage with your intended participants (target audience) with the right message, in the right place, at the right time

Crackerjack Marketer

Top Posts of 2013

By | 2014-01-22T16:52:40+00:00 9 January 2014|Categories: SandBlog|Tags: , , , , , , |

Happy New Year!

As we look forward to creating new content in 2014, it’s fun and helpful to look back and see which posts from 2013 you found most interesting.

Check out the top 8 most-read posts below!

1. Branding vs. Marketing: What’s the Difference?

This “Point-Counterpoint” article from our Crackerjack Marketing Series touches on the key differences (and similarities) between marketing and branding.

2. Tips to Drive Sales At Your Location With In-Store Events

One of the best ways to build awareness, excitement and traffic to a new location is through a grand opening event. Check out this article for our top tips on how to succeed.

3. 275 Most Common Marketing & Communication Venues

This extensive list will help you think outside the box in your next strategy and brainstorming meeting. There are more ways to reach people than eMail or an ad in the newspaper!

4. How Valuable Are Loyalty Programs?

If you’re thinking about launching a customer loyalty program this year, this article is a must-read.

5. What Are The Key Components to Include in a Brand Style Guide?

Depending on the size of your business, your Brand Style Guide might be a few pages or heavy textbook. Regardless of the guide’s size, make sure to include these key components!

6. Why is a Brand Style Guide Important?

Amongst other things, a Brand Style Guide ensures that each employee (from the CEO to the new intern) knows the proper way to represent the brand via various communication channels. It’s the “voice” and look and feel of your brand.

7. Take Your Audience On a Hero’s Journey

After reading Nancy Duarte’s Resonate: Present Visual Stories That Transform Audiences, Paul shares his tips on how to make your next presentation more like a great story.

8. 3 Simple Decision-Making Tools

Have some big (or small) decisions to make in the near future? Consider consulting one of our handy dandy decision making tools to make your life a little easier!

In 2014, we’ll continue to provide you with relevant, helpful and interesting articles to help you succeed and stay inspired. Stay tuned!