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Though tempted, I won’t comment here on the morality and integrity of Tiger Woods. I’m only writing about the Tiger Woods brand. And there is much to learn about marketing from watching Tiger’s response. One of my favorite of the 7 Habits of Highly Successful People from Stephen Covey was “Seek first to understand, then to be understood.” Tiger’s response in the first few days demonstrated a real lack of seeking to understand the public reaction to his mess. Rather than immediately and sincerely apologizing for his actions, he gave a response that angered many, including his sponsors AND his customers (the public that buys everything from Brand Tiger). By acting defiantly toward the media and by failing to apologize sincerely, Tiger further eroded any brand equity he may have still had. One lesson: before communicating for your brand, make sure you understand your customers…and their potential reaction to your communication.
Carter Welch recently spoke at the Eagle-Tribune’s series: “Weathering the Economic Storm”. He was part of a panel of local business experts who agreed that as bad as the economic storm has been over the last six months to a year, sunnier skies are ahead. Carter told the group, “The rain hasn’t stopped, but the basement is dry.”
To read more of the article about the series, visit the Eagle Tribune to read about Carter’s talk.
I came across a GREAT quote from Damon Runyon about innovation. It illustrates the value of simply looking at things in a new light. Damon Runyan wrote: “I once knew a chap who had a system of just hanging the baby on the clothes line to dry and he was greatly admired by his fellow citizens for having discovered a wonderful innovation on changing a diaper.” So what is your innovative brilliance?
We’ve all heard that “a picture is worth a thousand words”. If that’s true, what’s video worth? Ten thousand words? Video may be worth even more when you have a testimonial video on your website telling your PROSPECTIVE clients how great your clients think you are. With technology readily accessible, embedding a video onto your website is not a costly process. The key is to make sure your video tells a compelling story and clearly communicates the message you’ve chosen. That’s where The Fig Tree Group can help. Check out some of the recent video we’ve put on our clients’ website at: www.marketedgeservices.com.
The Marketing Executives Networking Group (MENG) and Anderson Analytics, in its second annual survey of Top Marketing Trends for 2009, asked marketing executives to list “one all-time business book to recommend to fellow marketers.” Here was the ranking. Which of these have you read?
Source: MENG & Anderson Analytics, January 2009
A Chicago full-service agency, Cramer Krasselt, has published its own “plugged-in” dictionary with some cool and even funny new terms. Some of our favorites are:
Check out more entries at: www.c-k.com/culturaldictionary
Check out our Top 10 Marketing Challenges and Solutions for 2009.
Here are some additional suggestions about weathering the tough economy.
The Marketing Executives Networking Group (MENG) and Anderson Analytics, in its second annual survey of Top Marketing Trends for 2009 says that while companies are lowering marketing budgets and reducing staff, the amount being spent on increasing or maintaining R&D innovation is not being severely affected by the economy.
Source: MENG & Anderson Analytics, January 2009
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Changing and Innovating to Keep Up with Your Customers
Wednesday, December 9th, 2009I spoke recently about the urgency with which clients need to get out and listen to their customers. The world has changed in the past year and economic concerns have fundamentally changed the ways in which consumers think and act. The solution: listen to them! Understand how they’ve changed, and innovate to meet their key needs. In a great article in Ad Age, Coca Cola’s CEO confessed that they had “not focused enough on changes taking place” with their customers. He shared how they are focusing much more on innovation, driven by better understanding and addressing changing customer needs and desires.
Tags: customer research, innovation, marketing
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