All businesses depend on consumers and their emotional responses. We’re aware that brands often make us feel good and, by drawing us closer, encourage our support. Yet they can also sometimes neglect or ignore us. As business owners or managers, we start out with the right intentions towards consumers and often run out of time, money or …
Does creating digital connections feel like a burden or privilege to you? Even transcendent brands, with clear purpose, can struggle with creating trustworthy relationships online. While businesses do need to create demand, volume and transactions, we want to explore how trust gets translated into practical business benefits. Watch our video about building trust digitally. Your Feelings …
Sometimes it feels like we’re going through the motions with Twitter. Remember when you created a Twitter handle? Or where you first experienced hashtags? Twitter seemed like an important place to declare your digital presence, attract interest, create connections and impact your business. Yet for many businesses, Twitter has become an afterthought: it either goes …
What is a successful event? We are inspired by businesses whose events naturally attract their fans and customers, and wonder what drives their success. One of the not-so-secret ingredients is expanding beyond the business at hand and giving back to the community, through good works. Maybe you are running events because they reliably drive demand …
Here’s proof positive that social sources impact local shopping. You already know that social channels “work” when shopping locally. When someone asks for advice about buying a product or service, others cheerfully chime in with their two cents and more. Social shopping has become pretty effective online — and it noticeably impacts local search and …
Celebrity marketing is old news, with businesses of all sizes shifting to micro influencers. Sure, Big Brands will continue to feature stars. How about Sofia Vergara, her son and their fabulous shampoo? Jennifer Aniston and her beloved skin creme? Or Dennis Quaid and his fake spokesman take on insurance? These commercials are fun to watch, make you …
Now that research survey tools have become democratized and readily accessible online, businesses are relying on them to make ongoing connections with fans, prospects and customers. Online surveys are okay It’s worth listening to expert researchers who caution us about findings based on how people give their opinions. This week, the Pew Foundation shared their …
Valentine’s Day is just around the corner, which delivers 25 percent of annual U.S. cut flower sales. We always wondered how florists plan, attract, ramp up and meet the Valentine’s rush. Take a peek inside Dallas-based McShan Florist, which handles the day with aplomb in this video. So why are consumers choosing this 70-year-old, local flower shop over …
We’re pretty sure you know Groupon. Have you considered using this channel? Today analysts predicted the giant coupon company will report $2.63 billion annually in sales, a drop of nearly 10 percent. Their U.S. coupon business is shrinking quickly, down 17 percent in the last quarter. Despite these results, Groupon has expanded from discount coupons to linked credit-card …
How do you know which brands to trust? Consumers are faced with responding to brands on a daily basis. The next time you watch TV, whether live or on demand, try counting the barrage of commercials and brand mentions. While you watch, also notice how many businesses offer some kind of guarantee. It’s far less …
