What’s Wrong with this Message?

Enough about the economy stupid.

Yes, we need to be empathetic to the consumer’s need to save, but the problem is amplified and exacerbated when everyone who is marketing has the same basic message across all communication channels. A basic tenet of marketing – differentiation, is lost.

Shouldn’t your brand be all about helping consumers escape the everyday issues of life? Keep in mind that when your advertising messages remind your own brand constituents of the harsh realities of living today, and that they should save money every time they buy you are NOT making them feel like they need to have what you’ve got.

Advertisement

Please Do This When a Customer Interrupts You . . .

A Strategy for Sales Success:

This?

“When a customer does interrupt you..just talk to them…and they’ll probably buy something.” As was told to me in February 2009 by the owner of a retail garden center concerning their plans for improving results for the spring of 2009. He figured that realistically, if he could just get his merchandise focused people to give a little attention to frustrated customers it would be an improvement over the previous years performance and would lead to increased sales. Kind of makes some sense does it not?

Hoping for a Rising Average?

Boiling The Frog,
originally uploaded by purpleslog.

Still Comfortable?

Like frogs in a pan of water with the temperature rising, our comfort with increasing sales revenue from an increase in average transaction dollars is not feeling so comfortable in recent years. Here’s why:

Use and Enjoy, or Own and Enjoy?

Guest Blogger

Judy Stapler, Qualitative Insights

“Times have changed. Today people are more interested in what they will use and enjoy than they are in what they will own and enjoy.” Judy Stapler 11/08

You don’t need me to tell you how stressful it has become to live in this great country. While we serve a broad range of consumers, disposable income is becoming a thing of the past and every purchase can now be a major decision for some of them. Gas up the car? Buy food? Keep the home at a comfortable 70°– 72° or a more efficient 65°? Buy the art object or new car we’ve admired for months (now at a greatly reduced price) or decide to spend for something you can actually use. The net effect of this is that consumers at all income levels make decisions more purposefully. It is my opinion that come spring, we will see more people choose to buy those items they perceive that they actually need and can use and enjoy immediately rather than those they simply look at and enjoy owning over time.

Why This Business Gets In Our Blood

My colleague, Judy Stapler is an accomplished market researcher, a consumer advocate, and a great addition to our team. Judy recently commented to me that she has observed how exceptionally passionate she has found the people in the horticulture industry to be about what we do (as compared to people working in other industries) . We do not need to get into a deep theological discussion, or raise an argument on the reason why people in horticulture become obsessed with horticulture. Can we just agree that we are?