marketing

Eyes Buy

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Our brain depends on still pictures. Even when reading text, our brain processes the text as pictures of the words our eyes see. Our eyes really are cameras, taking many, many photographs every second.

We shop with our eyes and more importantly, we buy with our eyes. Sadly, we still pay with our wallets. This is why product appearance, the design of the store or office, the employees’ style of dress, the company web site and all other marketing efforts should work together to give customers the necessary visual information they need to make a purchasing decision.

This also means that many consumer decisions are emotion-based. Customers buy based on what they’re feeling and not necessarily on what they’re thinking.

Our brain attaches an emotion to things we value. Do you like the way the product looks? How do you feel about the salesperson and the store atmosphere? Do you trust the company behind the product? Will you be happy with the purchase? Will the product somehow make you feel better?
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Three wise men or three blind mice?

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There are currently four new cell phone companies about to start up in Canada. Three of them, DAVE, WIND and Public Mobile will be operating in the Toronto area. Let’s compare their marketing strategies to date.

Web sites:

DAVE is plain and boring and has no useful information. There’s no attempt at excitement and nothing whatsoever to engage the customer. The business image is “we’re cheap and boring.”

WIND is better. This company obviously knows the value of relationship building and is doing everything right in this regard. Unfortunately this site has but a couple of lousy photographs, there’s almost no useful information, and it seems to be trying too hard to be trendy. But at least these folks are thinking about customer engagement.

Public Mobile has some useful information for its customers. The site uses no photography but has some video with its executives. They do try to engage the customer through a blog where potential customers can get answers to their questions.
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Risky Business

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It’s often said that it’s easier for a business to keep existing customers than to gain new ones. But it also works the other way around. It’s often easier for customers to buy from the same business than to look for a new supplier.

A photography customer that already has a go-to photographer will continue to use that photographer, (unless the photographer really messes up), because it’s easier than trying find a new photographer. A search for the phrase “toronto photographer” can result in 50 pages of search results. No one has time for that.

It’s always easier to continue doing things the usual way because there’s little or no risk. The usual way produces the usual results.

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Business Math

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Volkswagen is currently sponsoring a contest called The Fun Theory. The contest is looking for the best ideas that use fun to change people’s behaviour for the better. Watch the videos on the home page. The piano staircase is wonderful!

There are two ways to help change the behaviour of your customers. One way is to reward them for the positive behaviour you want. The other way is to punish them for unwanted behaviour. Guess which method is always more successful?

Bell, a Canadian phone company, wants to change to electronic invoices which would save Bell time and money. But customers would gain nothing.

Would you switch to monthly electronic billing if you could save one dollar per month? Would you switch if you got, say, an extra 50 text messages or minutes added to your account each month? I bet the answer would be “Yes!”

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What’s in a name?

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As Shakespeare’s Juliet once pondered, “What’s in a name? That which we call a rose, by any other name would smell as sweet.”

But is this really true? Can simply changing a name change someone’s opinion?

I was looking through an online catalogue of men’s winter coats. Some of the available colours included: clay, slub, cold steel, varsity, elm, smoke, wine, merlot, cabernet, ink, twilight and midnight.

I’m all for creativity but none of those are actually colours. Some are very ambiguous. What colour is twilight? Wine? Varsity? Slub??

Whatever happened to black, grey, red, blue, green, brown? What about dark blue, sky blue and light grey?

Is this just marketing gone overboard or can using more fashionable names help draw in customers and even justify higher prices?

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Corporate Photo Library

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I received an e-mail from the communications director of a large insurance company who’s thinking about creating a photo library of their key employees. He was looking not just for a price estimate but also suggestions on how to start this project. He realized that having an up-to-date photo archive would benefit his company many times over. However the communications director wasn’t sure if his company would even go for the idea.

Newspapers have long known the value of having their own photo library. Various levels of government and some universities also have photo archives. This is done for both public relations and historical purposes.

In today’s digital world, setting up and maintaining a photo archive is quite easy compared to the old film days. So why are many businesses so slow or hesitant to do this?
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Out Standing Out

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sports photographer

Does it feel like you’re working in a crowded market? Too much competition and not enough elbow space for you to grab the ball and run with it? How can you get the attention you deserve?

The easy answer is always, “Be different. Set yourself apart from the others.”

But the million dollar question is, how do you set yourself apart from the crowd? Do you have to be outstanding to stand out?
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