Always there when the going’s good, they’re the life and soul of the party.
But then the rainclouds gather and they’re gone in a shot.
No staying power, zero commitment to the cause.
So how do you think consumers feel when a brand gives up on a property its sponsoring, or cancels an event it usually delivers when the economy takes a knock?
Look to the terraces.
Football fans will keep buying their season tickets, no matter what.
I know I’m a West Ham fan
Redundancy, inflation – nothing gets in the way of those ninety minutes in the stand cheering on their team.
If you’re going to convince people that you’re as big a fan as they are, you’d better have the staying power to prove it.
It’s about keeping the connection alive, especially during the lean years.
This post was going to be my top 10 sales rules but I know you guys are too individual, too........well.....maverick to follow rules, so I’ve reduced it to 10 words
10 simple words that can help in your sales endeavours, whatever they are.
A couple of years ago Jack Morton conducted some research into the value of experiences. Since we’ve been doing this for over 70 years, we weren’t too surprised by the results. We’ve always known the value of an experience. It was heartening to see that the consumer responses backed up what we believe. 82% of people find a brand experience more engaging than any other form of marketing communication. And over 70% told us that experiences would increase their purchase consideration of a brand. The upshot of all this – experiences give people something to remember you by. We’ve known this all along. But it’s good to see that the rest of the industry is finally starting to follow suit. Better late than never.
The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought.
There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms.
Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications.
Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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