YOU ASKED FOR IT “It takes a big man to cry. But it takes even a bigger man to laugh at that man.” —Jack Handey March 27, 2012 VOLT REVOLT...SAM’S CLUB...SMELLS BRAND OBSERVATIONS OF THE DAY From my random collection of info sources, here are some highlights related to the brands of our times... • Former GM Vice-Chairman Bob Lutz says he’s done whining about the “conspiracy” of the right wing to take down the Chevy Volt. But wait a second...the Prius seems to have survived the “conspiracy”. So maybe the Volt’s low miles/charge, $40k+ price tag, and tiny seating space have something to do with it. Call me crazy... • Sam’s Club was deemed tops among hundreds of brands in the recent Temkin Loyalty Ratings. Consumers were asked to rate three elements of their loyalty—willingness to buy more, reluctance to switch business away, and likelihood to recommend. Well, our family shops at Sam’s and find that we’re forced to buy more (only come in twos)...we can’t switch business away because the closest Costco is 40 minutes down the road...and we recommend Sam’s to all our friends. Funny how that works. I think they’re on to something. • Hugo Boss and Victoria’s Secret have been building customer loyalty through the nose. Literally. According to a recent Adweek article, both have been testing the effects of scents within the store on the level of emotional connection to their brands. One marketing firm specializing in this new branding means reports having seen “results as high as double- digit increases in brand preference.” Like my dad used to say when we’d pass the feed yard, “I think I smell money!” And from my “SIGNS-OF-THE TIMES” file... JIM HUEBNER [email protected]CELLULAR TELEPHONE 970-420-3382 Hmmm . Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck From the remaining gray matter of Jim Huebner Information that will make you smile, groan or think... Do you ever wonder what this world would be like if there was just a little MORE recombobulation and a little LESS discombobulation? I know I do... (Thanks to my friend, Tim Cromley—head of marketing at Walker Mowers—for sharing this photo while passing through the Milwaukee airport last week.)
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Transcript
YOU ASKED FOR IT
“It takes a big man to cry. But it takes even a bigger man to laugh at that man.”
—Jack Handey
March 27, 2012VOLT REVOLT...SAM’S CLUB...SMELLS
BRAND OBSERVATIONS OF THE DAYFrom my random collection of info sources, here are some highlights related to the brands of our times...• Former GM Vice-Chairman Bob Lutz says he’s done
whining about the “conspiracy” of the right wing to take down the Chevy Volt. But wait a second...the Prius seems to have survived the “conspiracy”. So maybe the Volt’s low miles/charge, $40k+ price tag, and tiny seating space have something to do with it. Call me crazy...
• Sam’s Club was deemed tops among hundreds of brands in the recent Temkin Loyalty Ratings. Consumers were asked to rate three elements of their loyalty—willingness to buy more, reluctance to switch business away, and likelihood to recommend. Well, our family shops at Sam’s and find that we’re forced to buy more (only come in twos)...we can’t switch business away because the closest Costco is 40 minutes down the road...and we recommend Sam’s to all our friends. Funny how that works. I think they’re on to something.
• Hugo Boss and Victoria’s Secret have been building customer loyalty through the nose. Literally. According to a recent Adweek article, both have been testing the effects of scents within the store on the level of emotional connection to their brands. One marketing firm specializing in this new branding means reports having seen “results as high as double-digit increases in brand preference.” Like my dad used to say when we’d pass the feed yard, “I think I smell money!”
And from my “SIGNS-OF-THE TIMES” file...
JIM HUEBNER
j i m h @ h u e b n e r p e t e r s e n . c o mC E L L U L A RT E L E P H O N E970-420-3382
Hmmm.
Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck
From the remaining gray matter of Jim Huebner
Information that will make you smile, groan or think...
Do you ever wonder what this world
would be like if there was just a little
MORE recombobulation and a little LESS
discombobulation? I know I do...
(Thanks to my friend, Tim Cromley—head of marketing
Industry magnate John Wanamaker once said, “Half the money I spend on advertising is
wasted; the trouble is I don’t know which half.” Fortunately, in today’s
world of pay-per-click, direct response tracking, automation marketing,
and even formulas for calculating brand equity, there is much greater accountability
for your marketing dollars. And everyone in the C-suite needs to
understand this.
One method is to create
an ROI spreadsheet (see example) for each of your marketing initiatives. The numbers
on these spreadsheets will clearly communicate the investment involved and
the expected return on that investment in very real terms. Terms that speak in the quantitative ways that management will
better understand. With today’s extremely measurable means, translating marketing dollars into sales, and sales into profits has never been easier. Your CEO—and the rest
of the C-suite—need to know this, and it’s the marketer’s job to show them how.