I’m as guilty as anyone…
I write or create something, (after many revisions) feel good about it, and assume I’m successful. The resulting creation pushed my own personal “feel good” button, ergo it must be good.
Really, the test is whether it pushes the buttons of your customers and potential customers. A clever theme or essay is only as good as it is received. It frustrates me to no end! I imagine there are many who feel the same…
In marketing, the key is presenting a brand’s content and features in a way that captures your taget audience. A great advertising campaign may win marketing awards, but it it doesn’t draw new business – it’s not a true success. Unless of course, your goal is to scatter awards throughout your office.
In my previous career, I worked with promotional agencies to create point-of-sale materials for retail displays. The key to success was getting a retailer to love the piece enough to place it on precious real estate in his or her store. Each inch of a store floor is valuable! Getting a product display with your POS on top is considered true success.
However, the customer in the store may be nonchalent about the display. They may actually walk right past it without even pausing to consider placing it in their shopping cart. How successful is that POS now?
I don’t have an answer. However, I believe that in the current world, a brand needs more than shock and awe on the floor to get your investment. A brand needs a relationship.
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