Aug 3, 2010 | Branding, Communication, Customers, Marketing, Sales, Social Media
Social network marketing is a fundamentally different beast to “traditional “marketing. When talking to marketers, they usually see social media as being in effect free, the challenge is to get the message spread, often by being outrageous, generating awareness for little money compared to traditional media.
To my mind, it is much more complicated than that. “Word of Mouse” on social media has to be earned, and that is really challenging, requiring intimate knowledge of the marketplace, customers, their behaviour, and what is likely to positively engage them. Traditional marketing makes it easy to gain a general level of awareness, you just have to pay for it, but like most things that are easy, the return is very low.
Aug 2, 2010 | Communication, Customers
We have all heard the term, anyone who has ever read anything about negotiation will have it burned into their brains, but what does it really mean in this age of digital collaboration?.
The rules have changed, the old days when you saw an opportunity as a potential benefit, without much consideration of the outcome for the other party are over. As a retailer once said to me in the middle of a very difficult negotiation, when I asked where was the win win in his proposal “we will win today, and we will win again tomorrow”! Not a comment that could build any sort of sense that it was worth my being there.
Recently coaching a client going into a negotiation with a potential customer who had arrived via the website, and so had an idea of the value we could bring to him, we defined the optimum outcome of the first face-to-face meeting not as a sale, but as the creation of trust as a precursor to building a relationship that may involve the specific product on the table at that time, but not necessarily. There were plenty of other opportunities we could see, and assumed there were many we could not. Our objective was to present ourselves as a potential long term partner who could bring far more than just a good product range, customer service, and competitive pricing to the table.
Worked a treat, and will prove to be a real winner all round!
Jul 27, 2010 | Customers, Management, Sales
Independent produce retailers appear to be resurgent, based on the quality of their offer to consumers.
For years anybody who has been involved with FMCG has known about the challenge of the “last 10 yards“, the distance between a supermarkets back dock and the selling face. Retailers talk about out of stocks, and lost sales, suppliers struggle with short lead times, demanding delivery schedules and the lack of accurate and collaborative forecasting.
Added to these are these challenges presented by fresh food, perishability, appearance, consumers determination to handle and “cherry-pick” the produce, and the nightly put-away. The major supermarkets would appear to be losing share to resurgent independents, as they have responded to the supply chain challenges with greener fruit, more resistant to damage, and offering a longer period to maximise the opportunities for sale. Downside is that green fruit is not much good to eat.
Produce is a difficult category where training and product knowledge is more important than in any dry grocery category by a mile. Why then are there casuals in produce? Last week I saw, not for the first time, a seventeen year old tipping a box of tomatoes onto a display like they were Lego bricks, surely some training would be useful? In this case, it was the last 10 inches that stuffed the tomato.
No wonder specialists who know their business, and can manage the challenges particular to a category are doing a better job than generalists, and consumers are responding.
Jul 21, 2010 | Category, Customers, Sales
So much choice in everything we do, isn’t that great?
Maybe not.
There is so much choice in most things that now we are running the risk of paralysis, procrastination, and often, we just walk away.
Barry Schwartz, a psychologist and terrific communicator puts the hypothesis that in western societies, less choice would make us happier, a view somewhat at odds with the conventional wisdom that greater choice is one of the great benefits of economic and social development.
Consider what is happening in supermarkets. Retailers are setting out to drive category growth, suppliers are fighting each other for a share of the existing, and the growth, usually by line extensions, and each wonder why all the activity leads to the same sized cake being cut up a bit differently but at great cost to all parties.
Perhaps the array of choice is causing the potential growth to turn around and walk out the door, confused and uncertain?
Jul 19, 2010 | Customers, Operations
In Australia, the major chains are seeking ways to expand their scope of activities, and staying within the Trade Practices Act is increasingly difficult given the dominance of the “big two”, and now the “rest” have further consolidated with the take-over of Franklins by Metcash.
Logistics costs in Australia are very high, given the centralisation of manufacturing, and the long distances, so the initiative of Wal-Mart in the US, and Wal-mart owned ASDA in the UK is significant to the planning of Australian manufacturers.
It is only a matter of time before Australian supermarket executives start looking harder for competitive advantage by going back through the logistic chain in an effort to reduce their costs, and enhance their competitive position. Woolworths have been very successful so far, and the further success of Wal-mart in going back down the supply chain will only prompt them again.
Jul 11, 2010 | Branding, Communication, Customers, Sales
It is often pretty easy recognise marketing hyperbole when we see it, particularly in a category where we have some knowledge. However, in a category where we have no knowledge, it probably is not as easy to pick the fact from the flummery, so even some of the more extravagant claims made may get through the mental fence.
Therefore, hyperbolic claims extolling the virtues of a new small car for example, are more likely to be rejected by the men who may engage with the ad, because they largely believe they know a bit about cars, rather than women, who believe they know little about cars, and are therefore less able to pick the BS from the facts.
This becomes very relevant when marketing a product to a category of consumers who know a bit about the product, and are therefore going to be more critical of the message based on what they know, or believe they know about the category, so be careful of the hyperbole, it will almost always turn off potential buyers, rarely persuade them.
