Brand Development through Relationship Marketing

Relationship Marketing is an important part of brand development, focused on the long-term benefit of customer retention. This strategy places an emphasis on building customer relationships. In the modern age, marketing has evolved to include many technology-based methods, including email, video, and social media. There are benefits and challenges to relationship marketing across these various means, although it could be argued that connecting with customers has never been easier than it is today.

Relationship marketing is of particular importance when there is a competitive market for customers. When faced with many choices for the product or service they desire, customers seek to make a connect with a brand or company. That connection will fuel their consumer decisions in the future, and is often built on unique features of a brand. Some customers may gravitate to popular, well-know brands; others may gravitate to local, niche brands.

Relationship marketing usually features a combination of customer retention and customer satisfaction. Customer retention focuses on repeated transactions between customers and companies, building long-term relationships. Repeat customers are often less price sensitive and less inclined to switch companies. Because long-term customers are familiar with goods and processes, these relationships are cheaper to maintain when compared with the cost of attracting new customers.

An added benefit of customer retention is the likelihood that long-term customers will bring additional revenue to companies by word of mouth. Ensuring customer satisfaction, by building customer relationships with many positive associations to a specific product or brand, gives a worthwhile return on investment. Knowing the specific interests and desires of customers is done by accessing names, addresses, demographic information, buying history, and many other variables available with today’s analytic technology.

For help implementing relationship marketing as a brand development strategy, contact us today!

 

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Storytelling Captures Your Audience and Results in Sales

Gaining attention in the business world is a highly challenging effort. Competition is deep, and there are many original marketing practices that can shine a spotlight on your company. The best way to stay there and to turn that attention into sales, is through storytelling to connect your audience with your products or services.

Establishing a target audience or customer for your company is crucial. You have to know who you are talking to and what tone you should be using to communicate to them. They are the main characters in your tale. A basic premise could be someone (your target customer), wants or needs something (your product or service) and is having difficulty getting it.

No matter what medium you use to tell your story, there are some basic strategies you can use to pull in customers. Remember, your main character has a problem they need solved or a goal they want to meet, and they need help.

There should also be a clear sense of the stakes at hand for your characters.  While you want to keep things positive overall, if there are moments of anxiety or fear about not finding what they need, those will create a sense of urgency. Everyone has experienced disappointment and setbacks so drawing on those emotions will connect with customers, especially when you follow-up with the ways your company can ease that trepidation.

In the end, of course, the happy ending to the story is provided by your company. Make it clear to the customer just how confident you are that they will be happy with your solutions.

Well-crafted case studies, testimonials, website content, press releases, presentations and even product description pages can become the compelling narratives to tell your customers your company’s story. For guidance on the best way to create an intriguing storytelling structure across all media platforms, contact us.

Executive Media Training Lends Confidence in High-Pressure Media Situations

Businesses face multiple challenges on a daily basis. You may find it necessary to speak to the public via the press concerning corporate decisions and aspects of operations. These situations can sometimes place a great deal of pressure on the company spokesperson. Difficult questions come at a moment’s notice. You will need to deliver expert answers based on the knowledge you have gained. TwoGirlsConsulting executive media training prepares business executives to speak effectively in any media situation.

Sometimes Things Go Wrong

A great example of the stress media can cause for a company is the current situation Apple, Inc. is facing in its Chinese market. According to RTT News, the Chinese media has been highly critical of the company’s customer service and warranty policy for its iPhone 4 and iPhone 4S.  Apple CEO Tom Cook posted this letter of apology (in Chinese text) to the Chinese consumers that states in part, “we recognize that some people may have viewed our lack of communication as arrogant, or as a sign that we didn’t care about or value their feedback.” He goes on to say, “Chinese consumers have always been our priority among priorities.” Executive media training teaches brands to respond quickly, honestly, and to apologize sincerely when i t fails to fulfill its duties to its customers, in this case Apple. Cook’s response reduces any further damage to the company’s reputation.

You Can Fix It, We Can Help

If you find your company in a negative light with media, being prepared will help you respond under pressure. Executive media training focuses on teaching spokespeople multiple ways to respond to difficult situations and how to manage media interaction, like a press conference or interview. Gain the skills to speak as an expert in your industry and successfully release news on new products and corporate innovation. Focusing on your corporate message and always presenting the company in the best light (whether through appearance, non-verbal cues, or actual words) keeps your organization in the good graces of media.

TwoGirlsConsulting understands the importance of communication skills and the impact the media can have on an organization’s image. Contact us to help you prepare and successfully meet communication goals.