I came across an article in Marketing Profs today by John Miller, the title of which caught my eye, “Brand Love is Bull****…So Now What Do We do? Five Things.”
While I don’t agree with his premise I do agree with some of his ideas. I believe that consumers do get to love or be attached to a particular brand. I know because I am attached to brands. I can think of two brands that I have no intention of changing now or in the future.
The first is (not surprisingly) Apple. Every computer I have had has been an Apple, as have my phones, tablets, and music system. If I am looking for anything in that area, I first make sure that Apple does not have a product before I start researching other brands.
The second product that I am not likely to change any time soon is the granola I eat for breakfast most days. “Not Yer Momma’s Granola” is made locally by a group of women who used to make it for their children and decided to create a business around it. It is terrific.
In both cases, I have found the products to be reliable and good value. Even more importantly, when I have had a problem with either product, the companies have helped me in finding solutions. The people on the phone have been helpful and friendly and treat me as if I am important to them.
I don’t believe that every person who walks into your business is going to fall in love with your brand or products. However, there are those that will and they are worth their weight in gold. They may not buy the most from you, but they will talk about your product to others and encourage them to buy. They will provide important word-of-mouth promotion to many others who may not know about you.
Mr. Miller does offer some good advice and tells us to keep promoting always, don’t rely on campaigns that have specific start and finish dates. He also reminds us not to be pushy. It is good to promote your products, but easy to turn people off if you make people feel uncomfortable with your techniques.
So create a great product, treat people well, and when they have a problem (whether or not you think it is valid) be helpful and find a solution.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
