5 posts tagged “consumer”
This article was written by Poa Jonas
Tough times call for tough measures is the mantra, which comes out of boardrooms, press conferences and marketing departments.
Budgets are slashed, layoffs are looming and even production lines are being put on hold.
As everybody is tightening the belts in the eye of what some describe the worst economic crisis many marketers have decided that doing nothing or less of the same is the best strategy to weather the storm.
But doing nothing or less of the same will bring with it only one
inevitable result; insecurity, disillusionment and the loss of
customers.
What is needed is new thinking that opens new ways to attract,
engage and retain customers.
It’s simply not enough to rely on standard solutions be it in the
choice of media or in the choice of how you approach existing
or potential customers.
Consumers want to be inspired, empowered and reassured and
that counts for the good times but especially for the bad once and
this is why brands need to step out now and be bold.
Bold in providing solutions, bold in offering support, bold in
delivering added value, bold in working for the community, bold
in designing new products and bold in exciting their audiences.
Bold brands (large or small) will seize the day and come out
stronger than ever before leaving competitors stranded and
struggling to catch up once the crisis is over and for those
who have hesitated it may turn out to be forever too late.
But how can one be bold in a climate where cash is tight and
fears are high?
The answer is simple, be smarter, focus on the little things,
show leadership and above all have the guts to try something
new!!
Have the guts to dismiss the inflationary prices peddled by
media owners and look for partners that for a fraction of the
costs provide real access to your target audience.
Ask your colleagues, agencies and friends to think out of the box
and imagine cost effective ways that could make a real impact and
help your brand to rise above the rest.
Involve your customers and call on them to suggest improvements
to your products or services and respond with quick simple actions.
Convert each touch point into engaging experiences and make sure
they all leave positive and lasting impressions.
Go out and meet your customers, create opportunities where you
can inspire, enchant and engage them. Surprise them with your
vision, your products and your genuine desire to involve them.
Make things happen and you will see your audiences will respond
despite the crunch and you will get returns that will surprise even
the most cynical amongst you.
If you want to survive this economic tsunami doing things the way
you’ve always done them is not an option.
Be bold, think different and above all enjoy the journey!!
Brands need to be bold now!!
In the week starting October 27, I found these articles of interest at the DMI News website powered by Direct Marketing International
1. Majority of consumers will change brand to help environment survey says
New research has shown massive consumer support for environmental issues and green DM initiatives – and marketers are advised not to ignore the findings.
Ninety per cent of people believe everyone has a responsibility to play their part in reducing global warming; 92 per cent are prepared to devote time to achieving a greener lifestyle and all but 37 per cent are prepared to pay an extra £10 on each flight to offset their carbon footprint.
These are the surprisingly altruistic findings of a major study by online research company CCB fast.MAP, in which more than 2,200 consumers voiced their feelings about various environmental issues.
Article found at: DMI News
Read full article here
2. Data divas Rosemary Smith and Jenny Moseley explain changes in USA and UK telemarketing regulations
Almost simultaneously on both sides of the Atlantic, changes have been made to the rules covering telemarketing. It seems that a combination of consumer pressure and government concern means the sector will be under the spotlight for the foreseeable future.
In the USA, the Federal Trade Commission (FTC) – which is charged with regulating telemarketing – has reacted to significant consumer complaint and announced that pre-recorded telesales messages now require signed opt-in, in writing, from the consumer. Unsolicited recorded calls have been banned in the UK since 2003 and the Information Commissioner has taken action under the PECR regulations (including rapping political parties on the knuckles for use of this technology).
Article found at: DMI News
Read full article here
3. Ian Hughes shares his recession survival tips
By the time you read this article, anything may have happened. Even though the lead time between me writing it and you reading it is only a matter of days, the world is evolving faster than any of us could imagine.
Airlines, banks and construction have all had a rough time (and that’s just the A-B-Cs).
Who would have thought that Fannie and Freddie would be nationalised? (Actually, I did predict it two months ago, but I was joking.) Who would have imagined that Lehman would go under or that Merrill would be bought? Who would have guessed that XL and Alitalia would disappear, or SAS, for that matter.
So, in such uncertain times, what ray of hope can we offer? Well, I did try to be positive in my column here last month, by focusing on the fact that, in a recession, there is a flight to DM, because those who can spend through a recession often win coming out the other side.
But what can we do, as business people, to ensure we survive? Well, survival is one of the things I have learned to do best, having crashed and burned during the last .com bust and having run a telecoms company during that bust.
So, here’s Ian’s handy guide to surviving a recession:
1) It’s all about value
People get worked up about value. They think it refers to price; it doesn’t, it refers to a perception of utility in the mind of the consumer. Something that has a poor utility value achieves a low price point. A lot of companies lose sight of the value they offer. I work in an information business where the value of our data is only as good as the use our customers have for it. That means, I am always thinking about what people will do with my information and how it will add value.
I always think about my customers. I’m not saying I am perfect, but asking the ‘why do customers buy this and what can we do to increase the value of that purchase?’ question is always a good technique
Article found at: DMI News
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An interesting report by Universal McCann entitled “Consumers want free stuff”. The report follows up on the term “Free world” coined by Chris Anderson - author of The Longtail. This interesting report was published in the summer of 2008
Enjoy. Thanks to Universal McCann.
Download Report: Consumers want free stuff
According to a recent study conducted by IBM’s Institute for Business Value, and published at Marketingcharts.com, some 80% of consumers would prefer a service provider that gives them
more choice in the applications and services available on their mobile
device.
Consumer demand for customization and personalization will drive innovation and open standards in the mobile marketplace, the study concludes: 69% of consumers reported they want devices that are open to personalization and configuration of applications.
Read more at Marketingcharts.com or download the study over at IBM
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23 and me is a highly innovative new concept. It introduces the first Personal Genome Service, which allows you to unlock the secrets of your own DNA. 
23andme.com is a web-based service that helps you read and understand your DNA. After
providing a saliva sample using an at-home kit, you can use their
interactive tools to shed new light on your distant ancestors, your
close family and most of all, yourself.
I personally find the idea very interesting.
