Monthly Archives: December 2012

Living Your Brand Promise

2012-12-05 15.58.47

“How can I optimize my marketing budget?” and “How can I get more sales?” … these are two questions that I’m regularly asked and they are not only valid questions but they are indicative of reality… we need to spend less on marketing (and other expenses) while we increase our sales (and profit). My answer is usually the same… Where do you currently spend your marketing budget? What marketing activities can be proven to increase brand recognition and sales? What do you spend your money on that you shouldn’t because it does not work? What do you spend money on without knowing if it is producing results? Then, I ask tougher questions, still related to sales and marketing… Who is your ideal customer? What is your brand promise? What is your customer acquisition cost? … and once we know these things… I ask the one-two-punch questions. Are you living your brand promise? Consistently? If you are not living your brand promise — consistently — and your customer experience is not consistently equal to or greater than your brand promise, you are simply wasting money. Marketing isn’t just advertising, it’s every exposure to your brand.  From the cleanliness of your premise, to your service, quality and your customer experience, you must be relentless in delivering according to your brand promise. Put your energy and money into hiring, training, equipment, infrastructure and whatever else it takes so that you know that day-in-day-out you will deliver what you say do. Then… work on creating and nurturing relationships with your customers (you know, the […]

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