Time to get PR more involved in the customer experience
If you are a customer like me, almost every time you deal with a big organization, you get frustrated by their poor communication. They communicate badly with you and badly between their own...
Marketing communication
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How to communicate value to customers
The perception of value is one of the most important elements of pricing. If customers don’t think they are getting value for money, you have no pricing power – you can’t lift prices to maintain...
Listen to dissatisfied customers before they damage your reputation and business
Most organizations – even government departments – transact goods or services of one kind or other to someone else. This means most of us are in a sales role to some extent. Not only that, many...
How to get fewer dissatisfied customers
Most customers don't give retailers the chance to fix an unsatisfactory experience. Only about 1 in 25 unhappy customers complain directly to the retailer. The rest say nothing. They just stop...
Avoid the trap of huge discounting
Profit misperceptions Many marketers make the mistake of massively discounting some products in sales promotions, especially at times like post-Christmas sales, and for Black Friday promotions,...
How to create a successful employer brand
Establishing a sound employer brand is a key way to successfully recruit, engage and retain good employees. An employer brand is defined as the perception of the organization as a great place to...
Word-of-mouth marketing potent for communication campaigns
While having a haircut recently, I was reminded of the power of word-of-mouth marketing campaigns. My barber Jacob, a part-time rapper and guitar player, said he doesn’t seek social media...
Use the power of testimonials in your marketing communication
The most powerful persuader in the marketplace, apart from a customer’s own experience, is the opinion of someone they trust. That’s why so much effort goes into viral marketing or ‘word of...