Target is announcing it will give shoppers a more gender-neutral experience, as it looks to get rid of boy and girl-related signs in toy and bedding aisles. The change is coming in response to a post that has gained favor on Twitter from a mom, TIME writer and blogger, criticizing the retailer for specifying which toys were meant for girls or boys.
Award-winning firm connects with customers on a deeper level by uncovering core values and purchase motivations
You wouldn’t try to sell World Series tickets to someone who doesn’t like baseball, so why try to motivate your customers with a message about, say, innovation, when their values markers indicate that they tend to favor the status quo? Most businesses understand that it is critical to target the right customer types with their product or service. However, in order to reach today’s more informed, media savvy consumer, businesses must go beyond traditional demographic segmentation and speak to what truly motivates people – their core values. In this post, I will discuss why understanding your customers’ values is more important, and more possible, than ever.
A recent article in the Harvard Business Review titled “Marketing Is Dead, and Loyalty Killed It” echoes what more and more marketers are realizing every day: many traditional methods of marketing are no longer as effective in motivating and inspiring customers.
Author Alexander Jutkowitz points to Apple’s phenomenal earnings and 87% customer loyalty in the US and Europe, despite the fact that it does very little traditional advertising and marketing comparatively. Jutkowitz isn’t suggesting brands stop marketing overall. Instead, he recommends they de-emphasize traditional promotional thrusts and focus on loyalty.
If a tree falls in the woods and no one is around to hear it, does it still make a sound?
Hopefully this is not a quote you can relate to when it comes to your content marketing strategy.
With citizen journalism, the rise in content and growing competition for ad dollars, what is the future of media? This was the topic of a highly-attended session at FutureM/Inbound in Boston, an event drawing over 10,000 marketers from around the globe, with keynotes from Martha Stewart, Guy Kawasaki and others.
It has been said that more than 90 percent of information transmitted to the brain is visual, and that half of the brain is dedicated to visual function. As marketers, we’re always looking for the best way to stand out among the crowded media landscape and resonate with brands’ customers and potential customers. Enter the infographic.
It used to be that the Wall Street Journal was the Holy Grail of PR, and every company executive wanted to know how to get covered in the paper. Now, with more blogs and emerging sites, companies are not just asking about the Journal—perhaps it’s Forbes, USA Today, The Rachael Ray Show, Yahoo! Finance…. Regardless, virtually any executive can relate to the anticipation and excitement of being featured in a major publication or television show, being recognized for the great things your company is doing, and obtaining increased awareness and interest a national outlet can provide.
How do you take a complicated product and make it easy for prospect to understand and see the value? How do you step away from the intricacies, code and features of your technology to talk about what you do in bigger, more important terms that will engage your prospects and get them excited? And, why should you even need to even take a step back in the first place?
‘That’s what we storytellers do . . . We restore order to imagination.
We instill hope. Again and again.’ – Walt Disney