date added:2010-12-20 18:52:43 | modifed: 2012-02-26 02:46:13
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Keeping the value of your brand intact means finding ways to keep from 'giving it away' when business is bad and customers aren't walking through the door. As we face another year of tough decisions, here are some things to keep in mind:
1. Decide where your brand needs to be - then stay put. Are you a luxury brand, a bargain brand, or in between? If your pricing and messaging are constantly changing people won't know what to expect when they buy from you.
2. In difficult economic times more is expected regardless of your value proposition. Luxury brands need to stay polished and flawless, and bargain brands must provide more for the money. There is no magic answer to save us from working harder to earn business.
3. If you need to attract a secondary lower end market, don't trade off brand quality. Develop add-ons, product sizes, service levels -- selling at a lower price point means providing less in quantity or frills, but not less in quality.
4. More than ever the customer wants to know what they're getting up front, so be clear about it up front - don't let misunderstandings or misinformation turn into complaints. Be a warrior when it comes to setting and meeting expectations.
5. Connect before you disconnect. If you aren't doing what it takes to connect to your market, changing your product and pricing won't help. Make sure your message and promotion are on target before experimenting.
6. Your customer is an extension of your product and brand -- make them feel like part of it.
7. People go back to trusted brands when confidence is shaky. There is value in consistency. Knowing what to expect makes it easier and less risky to buy.
8. Don't let doubt get in the way -- work from a strategic plan that has the right components and a clear path forward. If there is doubt make changes to the plan so you can move forward confidently. If you don't believe no one else will.
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What's New? |
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New Murals by Gwen McShepard at the Rose Garden Inn!
Stop in and see the progress.
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December 2010
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* Reach customers with alerts & coupons.
* Text messages have a 95% read rate.
Text vs Email
Text vs Twitter
Need a better plan? It can be a daunting and expensive challenge to develop a strategic marketing plan -- but a necessity for business growth and success. Malaga Corp's Strategic Planning System will get you started painlessly and within budget. If you need a better plan, Let's Talk!
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"A sailing ship is no democracy; you don't caucus a crew as to where you'll go anymore than you inquire when they'd like to shorten sail."
-- Sterling Hayden
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Copyright ©2010 Malaga Corp. All Rights Reserved.
2855 Telegraph Ave., Suite 203, Berkeley, CA 94705
One Industrial Blvd., Suite 100, San Francisco, CA 94127
By appointment only, please.
(510) 704-1777
(877) 477-7847 toll-free
(510) 295-2471 fax
malagasales@malagacorp.com
www.malagacorp.com
Toll-free 877.477.7847 |
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