TOTALLY UNCORKED ON MARKETING

Elaine Fogel

what bugs customersNo matter how big or small your business or nonprofit is, customer service can make or break its brand. At some point, most of your customers will seek customer support for a variety of reasons. Can you guess what bugs them the most?

According to Consumer Reports National Research Center, 88% of the people surveyed recently had dealt with customer service in the past year—to question a bill, request a repair, return ill-fitting merchandise, and more. Many of them didn’t like the experience and had a problem with customer service. Although the findings relate to B2C (business-to-consumer), it’s worth looking at for B2Bs and nonprofits.

The findings:

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Subway logoBy now, you’ve probably heard about Subway’s former spokesperson, Jared Fogle, being in trouble for distributing child pornography and paying for sex acts with minors. It’s any brand’s worst nightmare.

Funny thing, it’s not just the “big guys” that use celebrity spokespeople in their marketing campaigns. Smaller businesses and nonprofits do it, too.  Continue reading

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“The decision-making network in our brain doesn’t prioritize.” That’s what neuroscience tells us, so how can we adjust our marketing messages to improve response rates?human head with Speech Bubbles in brain-ica compressed

Quite a bit based on the following article/book review by Robert Paris, MBA, B.Comm, President of Points of You™ North America. What you’ll learn is valuable for small and medium-sized businesses and nonprofits. (My 3 Neuromarketing Tips come at the end.)  Continue reading

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young unhappy and disappointed female shows thumbs down gesture-icaThere’s nothing like stating the obvious. Why would any business use misleading advertising at all – especially when it has a good reputation or is trying to build it?

There’s a good lesson here for small to medium businesses whose brand reputations could potentially implode if they practiced business this way. Case in point… American Express.

First, let me say that I have been very brand loyal to Amex for many years. It was the only credit card company that gave me credit when I relocated from Canada to the US. Who knew that credit bureaus don’t share information over borders? One can have a stellar credit rating but has to start from scratch when relocating. Ouch.

So, here’s the promotional email I received from Starwood on July 14, 2015:

Your benefits are getting even better. Learn more > Continue reading

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email-marketing-b2c-influencerHow’s this for a statistic? Nearly all (98%) of the more than 1,800 consumers polled are influenced by a marketing email to make a purchase!

This a good indicator for small and medium businesses that email marketing works, especially when it meets certain criteria.

And, what are the criteria? I’d thought you’d never ask.

What Works in B2C Email Marketing

According to Phil Britt of Direct Marketing News who reported on the BlueHornet Networks study: Continue reading

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sticktuitivenessSticktoitiveness? Yes, it’s a real word. I checked! Dictionary.com has the definition:

noun: dogged perseverance; resolute tenacity; also written stick-to-it-ive-nessstork-ica
Example: The only way she has published so many books is through stick-to-it-ive-ness.

Funny how the example above matches my blog post today… perfectly!

It is with great joy that I officially announce the addition of my…. newly completed book!

I started the book project in April of 2013 and the launch date is nearing. If that isn’t an example of sticktoitiveness, I don’t know what is!

So, how did I do it? And, how can you achieve your business goals?

I’m not a coach, psychologist, or anything close – just a lowly marketing and branding specialist. But, I did learn a few things in the 2+ years I’ve been at this. Continue reading

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