For the last few months Lee and I have been talking it up about going for a mountain bike together. So finally last weekend Lee and I decided to hit the Ferguson Valley hills on our mountain bikes, only to find when we got to the trails that the Department of Environment and Conservation had decided that this fine mountain biking day was perfect for a controlled burn off (the first there in 15 years!).
Let’s face it – marketing is about sending signals. Signals to your customers about who you are. What you sell. What you stand for. How long you have been operating. What prices you charge. The list goes on. The answers to these questions are drawn from how you project yourself externally. So what signals do consumers pay attention to? How do you send the right message?
Hands up who’s ever had a gallstone? Or a severe gut ache? Maybe a really bad stitch or most horrid sickening feeling in your stomach. Well those of you who don’t have your hand up…you haven’t lived. This is the feeling I get every time I see someone tackle their anniversary with a vacuum cleaner on blow rather than a fine bristle paint brush!
I have been super organised this year with my Christmas shopping and, being a big fan of shopping online, my first present for a dear friend was delivered to me from America this week. I must admit though I love online shopping, there is always a level of trepidation in purchasing this way – will it arrive, will it be as I imagined, etc, etc. Well I needn’t have worried about this gift, it arrived in record time, the packaging protecting the gift was perfect, the gift itself was perfect! I was one happy shopper. Then I noticed it. A small handwritten note attached to the bubble wrap from the artist thanking me for my purchase.
One of my dearest friends reminded me just yesterday that I had been responsible for impacting on his life some 30 years ago when, as an after dinner speaker, I had told a story which he had never ever forgotten. Flattered, but confused I confessed with absolute honesty, that I could not remember the moment and asked him to which of the many stories he referred?
Amongst the many joys of being a marketer, I have, in my time, been honoured to speak at hundreds of functions as both a support speaker and on some occasions as the keynote speaker. What a joy to discover that someone was actually listening.
When was the last time you analysed your reasons for purchasing a product? I don’t mean the purely fundamental or functional reason for buying something but the implicit reason for choosing one product over another. Why do we choose branded products over no-name items of ostensibly similar quality?