If you live near a small town, you may have started to see the small, local businesses get replaced by chains and mega stores. No matter where you go you're bound to see a Starbucks, Staples, TGIF, Target and Barnes and Nobles within a few miles of each other. The advantage: convenience. The disadvantage: less personal and friendly service.
However, there may be a change in the way these retailers are appealing to customers. Perhaps it is consumer backlash to being a meaningless transaction to a clerk behind the counter. More than likely, you know that by next month it will be a new person helping you.
It seems we are seeing more marketing messages selling the friendly attributes of a big business. WAMU and Commerce Banks are a couple of examples that pop in my head. Apparently Office Max and Macy's are going in the same direction. These retailers are providing a more comfortable atmosphere for customers. From extended hours to serving free coffee, these mega-giants also are promoting this value-added service. In addition to making customers happy, the objective is to get shoppers to spend more time in the store. That translates into more spending.
Those who will successfully market these services will be sincere. If the employees and the overall atmosphere contradict the marketing message, then the programs will fail. The key will be duplicating the small mom and pop store both in service and in marketing.
http://www.post-gazette.com/pg/07116/780883-28.stm
Thursday, April 26, 2007
Thursday, April 12, 2007
PR Crisis: Imus Talks Too Much
Unless you live under a rock, I'm sure you've heard about the inflamatory statements of Imus on his radio and MSNBC talk shows. He first apologized for his remarks about the Rutger's Women Basketball team. Then it landed him a 2-week suspension. At that point he should have just moved on, but he didn't. He made the biggest PR mistake--he kept talking about it.
There is a fine balance between saying too little and saying too much when it comes to crisis PR. In Imus' case, his brash demeanor and sharp tongue make a case for saying less. If you look back at his initial statement, he seemed sincere and embarassed for his comments. However, in later interviews his tone and manner are less apologetic--really just part of his personality. That's why it is important for PR managers to carefully evaluate spokespeople and the situation. A matter-of-fact, straight shooter type can work in some situations. In this example, a more humble and gentle personality would have done better. Thus, pitting Imus against tough interviewers in a hostile environment is the worst thing a PR person could do.
There is a fine balance between saying too little and saying too much when it comes to crisis PR. In Imus' case, his brash demeanor and sharp tongue make a case for saying less. If you look back at his initial statement, he seemed sincere and embarassed for his comments. However, in later interviews his tone and manner are less apologetic--really just part of his personality. That's why it is important for PR managers to carefully evaluate spokespeople and the situation. A matter-of-fact, straight shooter type can work in some situations. In this example, a more humble and gentle personality would have done better. Thus, pitting Imus against tough interviewers in a hostile environment is the worst thing a PR person could do.
Tuesday, April 3, 2007
According to a study by the Association of National Advertisers, Integrated Marketing Communication has become the number one hot item for 2007. One of the responders indicated the proliferation of media and new levels of accountability are a key driver of top marketers. Thus, the importance of IMC in ensuring the best communication and measurements techniques for the overall business, as well as a specific project.
As mentioned before on this blog, I often hear from clients that they just want one particular solution such as a web site or brochure. I can't drill this into their brains enough--don't make a short-term decision without looking at the whole picture. To be truly integrated you need to look at all your marketing and communication activities on a whole. As the ANA survey indicates, top marketers realize the importance of thinking on larger scale. Things aren't as simple as they were 10-15 years ago. A well-placed ad or one direct mail campaign is not going to get the results they once did a decade ago. The key is balancing the right strategies at the same time.
http://www.ana.net/news/2007/03_26_07.cfm
As mentioned before on this blog, I often hear from clients that they just want one particular solution such as a web site or brochure. I can't drill this into their brains enough--don't make a short-term decision without looking at the whole picture. To be truly integrated you need to look at all your marketing and communication activities on a whole. As the ANA survey indicates, top marketers realize the importance of thinking on larger scale. Things aren't as simple as they were 10-15 years ago. A well-placed ad or one direct mail campaign is not going to get the results they once did a decade ago. The key is balancing the right strategies at the same time.
http://www.ana.net/news/2007/03_26_07.cfm
Subscribe to:
Posts (Atom)
