You are currently browsing the tag archive for the ‘Target’ tag.

Social_Marketing_See_Behind_Curtain_TransparencyConsider five key factors in understanding how to develop marketing that indeed “engages” with your core constituents.

1. Your product, service, or brand should have a standout quality in its class. The days of faking performance or relying on promotional copy to cover an inferior product are long gone. It is fundamental to deliver, even exceed what you offer.

2. Creative should be an innovative element. If the product is not innovative (then see point above). Most products or brands have some element that excites your Zealots. So why would you employ boring creative execution to tell that story? Creative should match the passion of your product.

3. Your Zealots are key. Key to gaining core insights to the passion of your products. Key to how to influence and persuade others. And key to spreading the word (referral).

4. Offer your core target – best customers and your Zealots – a peek behind the curtain. Share your category insights, invite their opinion on product development offerings, give them promotional opportunities in advance, arm them with specific offers to share with their friends. Understand this group is predisposed to loving your brand. They are feverishly looking for confirmation and experiences that allow them to reinforce their selection. And, share with others.

5. Integrate. Yes, a well-overused marketing term. But, it’s true. Establish what your brand is about – what it stands for. Then, line up every detail, every tactic. Does each detail and each touchpoint reinforce the brand or not? The world-class brands think through every detail from personal greeting to in-store signage to packaging to follow-up response. As an example, consider the St. Regis Lifestyle Butler Service.   Among the touches – escorting guests to private artist or museum showings.

We’ve lobbied that organizations should have a Chief Brand Officer, but perhaps the better title would be Chief Integration Officer.

If your business is not doing the above you are missing fundamental steps in maximizing the value of your brand. If you are unsure about some of the points made, well that is good reason to call us.

Ron Johnson, the CEO of JCPenney, understands branding and the value it represents. The following article is worthy on its own, but three key takeaways:

1.  Creativity – looking at the business differently – is the starting point of success.

2.  Experience is the core issue – not product.

3.  Develop a mission that you and your staff will believe in.

From The Hub magazine:

“Improvement merely lets you hit your numbers … Creativity is what transforms,” says JCPenney ceo Ron Johnson in a Fortune profile by Jennifer Reingold (3/19/12). That was the main lesson Ron says he learned while he was at Target, after gambling on introducing Michael Graves designer products in a big way. “The math was simple,” says Ron. “If I didn’t sell one piece but people looked differently at the other 96% of products we’d win. It’s always about mind share, not market share.” Ron is now bringing a similar sensibility — which of course he also brought to Apple stores — to JCPenney.

The essential vision, once again, is to create “a place where the experience (is) as important as the products themselves.” This apparently was more Ron’s vision at Apple stores than it was Steve Jobs’s. “He said it’d be a store for creative professionals,” says Ron. “I said, ‘Well, then I’m not coming. If you want it to be a store for all Americans, sign me up.” Ron also “persuaded Jobs to nix commissions for salespeople, arguing that they should give customers the best advice, not the advice that earns them the most.” Ron says, “You can motivate by a mission or motivate by money… the mission will work.”

It certainly worked at Apple stores, where sales per square foot average $6,000. But will it work at JCPenney, where sales per square foot are currently $146 and the shopping experience is a safe distance from either Apple or Target? Fitch, the ratings agency, has “downgraded the company’s debt to junk level,” based on Ron’s strategy, the core of which is a “return to the company’s original values,” espoused by founder James Cash Penney as a “morally upright place.” Ron Johnson, eternally an optimist, says his plan will work. “What you can’t do is chicken out,” he says. “If you had looked at the data on the Genius Bar after a year and a half, we should have taken it out of the store… There’s no reason to sell an idea short. The only risk would be to not fulfill the dream.”

Follow us on Twitter

Error: Twitter did not respond. Please wait a few minutes and refresh this page.

Archives