Tag Archives: customers
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
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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Who’s In The Fishbowl Now?
It hit me how all the tools we have at our disposal — tools that measure demographics, psychographics, attitudes, exposures, recall, click-throughs, conversions, ARPU, BDI, MDI and whatnot — let us create a neat little theoretical microcosm, a tidy fishbowl of human experience. Read more
Tagged ARPU, BDI, BlackBerry, conversions, customers, demographics, MDI, Mennonite, psychographics, Quarry, St. Jacobs
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