You have no doubt heard me speak, read my books, blogs, tweets, FB fan posts or been part of the Bob Phibbs Experience. One unifying part of all of that communication to you is that we need to earn trust before we can get a customer to buy something from us.
That’s because people buy from people they trust. 
With all the news about Facebook fans, Twitter, LinkedIn and the rest of Continue reading Leverage Virtual Trust With Social Media »
Marketing In a Nutshell
What makes a brand “hot?”
For one thing, a product that is different from the rest either in what it does or how it is marketed. 
For the first, think iPad, for the second, think Old Spice.
One new product I thought was clever was Bagster. Not familiar with them? I wasn’t either; probably because I haven’t watched HGTV since most of the renovation of the house was done.
But for those of you in the midst of it, you probably helped them make this list. You buy a Bagster at your local home improvement center, fill it with up to 3000 pounds of drywall, tile, you name it then go online and schedule a pickup for half the cost of a dumpster. And you can get going immediately rather than have to wait for a drop off container.
I was on MSNBC yesterday with host Richard Lui discussing why some of these forty brands that Ad Age did a special report on were included. You can read their list here (registration required.)
What would it take to make your brand hot?
Money to market – certainly. Verizon spent north of $100 million to make their Droid a hot smartphone brand.
But don’t forget, before you have money to get the word out, you have to have something someone else doesn’t.
And then deliver on that promise of new or exceptional. In short, you have to be word-of-mouth-worthy.
What would that look like for your community?
Sure it might be nice if Sarah Jessica Parker shopped your store but what would it take for her to visit?
And more importantly to return?
Your brand. Every business has one rather they realize it or not.
A quick search of Google, Yelp or Foursquare and you’ll find out if you are branded exceptional or lacking. But that doesn’t happen in a vacuum, you are either working to brand your store, your experience, your sales reps as something different – in a good way – or you’re not. That’s a common thread in this list.
Groupon made the list for their buzz, because their customers are telling others about their brand.
What are your customers saying about you?
Hottest
or
Nonplussed?
The choice is yours…
American Express is holding a party Saturday, November 27 and they want you to visit your local independent bricks and mortar shop or restaurant. There’s something in it for everyone; the store, the customer, Facebook users and yes, American Express.
For your store:
By registering for their promotion on their Facebook page at http://www.facebook.com/SmallBusinessSaturday you will be receiving $100 credit for taking out a Facebook ad (for the first 100,000 merchants who sign up.) Continue reading American Express Small Business Saturday Good For Holiday Retail Sales »
Where do you think retail marketing starts? No, not a coupon or your website. It’s by showing how much care you give at the end of a sale.
When I was working with a group of window fashions dealers, I always suggested they leave a bouquet of flowers on the table after they had thoroughly cleaned up their work areas and cleaned the glass. [Not an $85 bouquet of roses mind you, a $9.99 bunch from the local florist or even grocery store.]
Why?
It was unexpected and a nice touch to make their purchase a “wow.” And help cement the way they go out of your way for the customer. Continue reading Retail Marketing Tip: Care Labels »
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