Is your brand’s customer journey worth the trip?
Drive big results by helping your dealers focus on small moments. We marketers tend to talk at length about the Customer Journey and the Customer Experience. As well we should because these are important branding concepts. They can also be overwhelming since marketing’s role is to optimize every moment of a brand’s interaction with its […]
So you think it’s time for a rebrand? Not so fast.
It’s a conversation that comes up on a regular basis. A client says, “we need to rebrand our company.” To which I reply, “are you sure?” You’d think that as a creative agency, I would simply dive in and push for budget approval. But a rebrand is often ill-advised. I’ll outline the pros and cons, […]
Antimicrobial Product Launch Drives <br> 400% Increase in Sales
Challenge Our client was engaged in methodical research and development for the brand we eventually named. Novalent. Their target was originally commercial food processing and production. Then COVID-19 disrupted their plans. The brand had to quickly respond to public health needs that ranged from a shortage of hand sanitizer to products designed to clean and […]
Road Choice Truck Parts Rebranding Increases Dealer Participation
Challenge The original Road Choice branding was designed to bring to mind a simpler time with the vintage look of an old, friendly truck stop. However, as the brand evolved it became apparent that it was out of sync with the target of fleet operations of varying sizes. Without a clear, well-defined brand the customers […]
Häfele Artisan Sampler Innovation Saves $60K in Production Expenses
Challenge When Häfele launched the Artisan line of hardware, what its managers thought they needed was a brochure. But we used our scientific process to unearth the challenge that dealers faced: a tool to help their customers visualize the result. Solution Using print execution to achieve our own virtual reality, we printed product samples on […]
Let’s Make the Dealer the Hero of Your Brand
Your dealers should be catalysts that propel your brand forward. Marketing and brand directors will likely nod along and say, “Absolutely, they should be. But they aren’t.” I’ve witnessed frustration on both sides of the fence between dealers and the manufacturers they represent. Like any relationship it requires effort from both parties. But dealers are required to serve many masters, so for better or worse the lion’s share of the effort in this relationship belongs to the manufacturer. Of course, the manufacturers also reap most of the rewards.
Quick, what does your brand stand for?
If you have to stop and think, you’re in trouble. It’s important to continuously educate your organization about what makes your brand unique. Because the worst brand message is no brand message at all. Of course, you have a brand message. You know it by heart from all those conference room presentations you’ve made. But […]
Filling potholes in the customer journey.
The path from your brand to your customer must include your dealer’s brand. Manufacturer brands that sell through independent dealers often ignore those dealers. And in cases where the dealer isn’t completely ignored, they’re taken for granted—and treated as an in-house sales rep. Manufacturers and their dealers often end up fighting over customers like a divorced […]
The world is changing and good marketing matters more than ever
For most B2B brands out there, the role of marketing has changed drastically during the COVID-19 crisis. Marketing, as we understood it a few short weeks ago, has fundamentally changed. My guess is it will continue to change for months to come. But more than even a few weeks ago, getting marketing right matters. Here […]
Three essential branding tools that improve lead gen and ROI
Every marketer is concerned with lead gen and ROI. Every marketer gives lip service to the importance of branding, but few make it a priority.
Having the ROI conversation before it’s too late.
As a marketing firm, we’re often asked to demonstrate ROI. And we should be. Our clients need to know that their marketing dollars are having a positive impact. But showing a clear return on investment is a team effort—a nimble dance between agency and client. Unfortunately, the ROI conversation often occurs way too late in […]
Training means revenue for brands.
Training helps professionals become better communicators, more effective managers, or more profitable salespeople. Training ensures a return on time and financial investment as it links your people, your products, and your customers together.
