Taking A Gravity-Free View of the Marketing and Sales Funnel
As a visual metaphor, the sales funnel takes a complex and abstract customer experience scenario and reduces it to its essence. From their first contact with our brand, prospects are drawn down through the sales funnel, some becoming leads and fewer still emerging from the narrow end, as customers. The funnel implies a desired flow and objective end point in the customer experience. Read more
More Data? How About More Insight? [20 New Charts for Modern Marketers]
There’s a lot of talk about big data these days. But too much data can be overwhelming. As marketers, what we need is more knowledge. More insight that is strategic and actionable. With the help of our marketing automation partner, Eloqua, that’s exactly what we’ve got for you. Read more
Designing for Social Media [Video]
Senior graphic designer Daniella Zitella discusses how designing for social media is just as important to consider as when you’re designing for print. Read more
Tagged brand guidelines, Branding, design, Social Media, video, web
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Reach Out by Reaching In: Harnessing Employee Power for Social Business
So your business is now social – with a Twitter account, a robust LinkedIn company page, a product photo album on Flickr or possibly even a great blog. You’ve done a thorough job using social media to reach out to and engage with the external community, but what about that all-important internal community? Read more
Tagged employee engagement, employee participation, social business, Social Media, tips
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My Favourite Gin Now Costs 40% More. I’m Shaken, Not Stirred.
Of all the Mad Men-style vices I could indulge in while doing this job, the only one I embrace is the love of a good martini.
After a day of whiplash-inducing deadlines, there really is nothing like going home, pulling out the shaker, mixing one up, and sipping it as I slouch in my comfy leather armchair, feeling the tension melt away. Read more
Tagged brand, BrandErgonomics, consumer, gin, Hendricks, luxury brand, Mad Men, martini, perception, Pernod Ricard, Plymouth gin
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Brand Building – The Experience is the Message
Organizations often think of “brand” as something that is sent to customers. An outgoing message that invites people to identify with the organization’s goods and services. In part, brand is about these things. But only in small part. Read more
Tagged brand, brand experiences, Branding, buyer, competition, customers, experiences, Marshall McLuhan
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Delight Your Audience, and They’ll Pay with Attention
Nothing is more awkward than the straight-laced CEO who tries too hard with a joke that falls flat. Do you want to be that guy? The one that even the lowliest intern feels a little bit sorry for? Of course not. If your brand isn’t funny, you probably know that. In your brand ladder, your brand personality may contain adjectives like “sincere,” “trustworthy,” “professional” – not a punch line in the bunch. And that is no cause for concern. Read more
Tagged advertising, brand, Brand Ladder, brand personality, Branding, business, customers, FedEx, HSBC, purchase
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You’re Not Smart Enough to Fly
It’s regular fun, of course, to mock the customer experiences dished out by big dumb airlines. But there is a more serious point here, with wider applicability for anyone fascinated by the details of their craft. Read more
Tagged airlines, brand, brands, customer, customer experience, FAA
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The Customer is King. And Designer, Financier, and Marketer…
Is your customer a collaborator or a competitor? This isn’t a rhetorical question. The fact is that a new wave of companies has taken the old adage “the customer is always right” to heart. And they could be poised to take your customers’ best ideas to market if you don’t do it first. Read more
Tagged crowdsourcing, customer, customer engagement, design, Ikea, kickstarter.com, marketers, products, Quarry, Quirky.com
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Think Outside the Beach
If you took all the ads in your category — including your own — stripped out all the branding and ID marks, and mixed them up, could you tell the difference between the products? As we’ve discovered over and over at Quarry, emotions still influence a purchase decision, even in a complex buying scenario. Read more
Tagged beer, Branding, Bud Light, Charles Atlas, emotions, marketing, Miller Lite, promotional campaign, Quarry, technology, The Ultimate Fighter
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