by Erna George. Direct marketing has a real role in marketing strategy but many are applying it bluntly in the hope of getting one hit —it ends up being like firing a shotgun in a china shop, hitting much but blowing all prospects to smithereens in the process.
Category archives: Fair Exchange – Erna George
Fair Exchange: Balancing brand vs consumer needs in managing complaints
by Erna George. How may companies find the balance between what’s good for the consumer and what’s good for the brand? Today I take a closer look at the “how to” of dealing with complaints.
Fair Exchange: Let the signatory beware — but what of the brand’s responsibility?
by Erna George. How are brands behaving to allow consumers to feel partnered and covered against legal consequences of their signatures on seemingly innocuous agreements?
Fair Exchange: Dear brand manager, complaints may be a blessing
by Erna George. If a consumer finds the time and energy to complain, it is an opportunity. However, customer complaints may in a few extreme cases reflect the silliness or the greed of some. Good or bad, the exchange between brands and complainants does not mean that there has to be a winner and loser.
Fair Exchange: Are reward programmes for loyal consumers or new signups?
by Erna George. Professor Byron Sharp, in his book “How brands grow”, asserts that loyalty is not a sustainable driver of brand volume growth, calling into question the longevity of loyalty programmes and stating that these may “work a little but have limited impact on overall loyalty”.
Fair Exchange: SA brands and SA consumers — deuce
by Erna George. Do you remember, years ago, that sense of embarrassment when a brand or experience in South Africa did not deliver? The dread that many came to expect — that SA products, service or experiences would not match up to global. I love the fact that this is declining (at least in some areas).
Fair Exchange: Call me!
by Erna George. So many brands that do initiate conversations seem to take the role of a parent talking to a child: the conversations are one-sided, directive and sometimes distracted. What with the shift in power towards the consumer (slow though it may be in South Africa), the opportunity to have dialogue as equals is enormous.
Fair Exchange: Convenience revisited
by Erna George. Brand managers must to return to their brand-positioning tools and properly evaluate how benefits such as convenience are expressed in their offers and brands. It’s about the full experience, not just about it cooking in two minutes.
Fair Exchange: Matching retail value and brands
by Erna George. How are retailers engaging with consumers to deliver a great package deal (value, optimal shopping experience etc) so that — in exchange for patronage — consumers are assured of truly getting something better? Has there been a step change or is it just more of the same?
Fair Exchange: How the tough economy is changing retail
by Erna George. Being aware of consumers’ financial situation is a critical part of marketing in 2014. Frugal consumers are a significant reality and now, more so than ever, it is worth their while — and easier — to shop around, trade up and down the value chain and switch brands. If you don’t alter your marketing mix, isn’t it likely that your brand will be left at the side lines?