Marketing communication

16 ways to capitalize on a word-of-mouth marketing campaign

15 Nov, 2019 Marketing communication

Testimonials are a classic way to create perceptions of authentic value to customers and clients. Sample testimonial: Other thoughts for both offline and online word-of-mouth marketing campaign are: Stimulate and collect testimonials and endorsements from customers, experts and opinion leaders or influencers such as media personalities, life-style commentators, etc. Use the internet to amplify word of mouth. Use email, blogs, Facebook and Twitter to regularly communicate with customers and other contacts, and engage them ...

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What type of logo is most effective?

15 Nov, 2019 Marketing communication, Visual communication

A well-designed logo can strengthen a brand by creating consumer interest, by differentiating from competitors’ brands, by increasing brand recognition, and by appealing to potential investors. Having worked on the launch or change of various logos during my career, I was interested to recently read a Harvard Business Review article about research on what makes a logo effective. The research findings were based on several studies reviewing the attitudes of thousands of consumers towards ...

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Time to get excited about using better words than “excited” in your writing

15 Nov, 2019 Marketing communication, Writing and layout

Fake news! Many press releases over-excitedly announce information that has no real news value - it is in effect fake news. No wonder journalists delete most releases. PR staff are often under pressure to energize ordinary announcements and other information by hyping up the text to gain executive or client approval. However, those staffers usually haven't dug further to find any real news behind their breathless announcement, or have just gone through the motions ...

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Word-of-mouth marketing potent for communication campaigns

23 Jan, 2018 Communication campaigns, Marketing communication

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 coverage to build up his fan base for gigs – he finds offline word-of-mouth more effective. This raises the question of word-of-mouth marketing’s value. The answer is a resounding “Very important.” Around 19% of an average US brand’s sales is driven by social conversations ...

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Avoid the trap of huge discounting

20 Mar, 2017 Marketing communication

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, which typically signal the beginning of the holiday shopping season. A lot of customers don’t understand the use of ‘loss leaders’ – items promoted heavily and sold at a loss to attract customers to come to the store in the hope that those customers will buy other products ...

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Are you overlooking the quality of your customer experience?

02 Mar, 2017 Marketing communication

Why am I seriously thinking of buying a small magnifying glass to put on my key ring? Because the makers of so many products these days seem to think their customers are ants who can read tiny font. It happens all the time: a HP power adapter, a Palmolive shower shampoo container, a medical prescription, and so on, with tiny writing. (I don’t need glasses. I can read normal material quite comfortably with the ...

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Create your organization’s brand personality for more impact

02 Mar, 2017 Marketing communication

Maintaining a consistent brand presence is vital in the tone and messaging in all customer contacts. This includes direct environments such as retail outlets, events, signage and printed material, and also online environments such as your website, blog, social media channels. Employees are central to this due to their contacts with customers in various ways. My wife Linda and I love travelling, and recently we looked on TripAdvisor and Airbnb for holiday accommodation overseas. ...

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Time to get PR more involved in the customer experience

01 Mar, 2017 Marketing communication

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 departments, which also affect you directly. Just think of banks, telcos, insurance companies, airlines, or government at any level. This is not just me griping. Recent research found that companies suck at listening to customers. More than 90% of business executives ...

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Listen to dissatisfied customers before they damage your reputation and business

01 Mar, 2017 Marketing communication

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 organizations have internal customers – fellow employees to whom we need to provide information or tangible material in our daily work. We need to take account of how well we deal with them and how well we fix ...

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Form a good relationship with your marketing department

16 Mar, 2015 Marketing communication, Workplace relationships

CEOs often think of marketing and PR in similar terms. So it is in your interest as a public relations professional to strengthen your relationship with marketers in your organization and establish a solid combined front. Firstly, you can jointly analyze your organization’s priorities as expressed in the organizational mission statement and strategic goals, and ensure your activities directly and measurably support them. Look especially at the organizational business strategies that have the most ...

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