Are You Leveraging These Up & Coming Social Media Apps To Make Your Brand Standout?

Up & Coming Social Media AppsYou’ve finally gotten a handle on Facebook and Twitter and Instagram. But here’s one guarantee about social media platforms: They’re constantly changing. What’s today’s popular site is tomorrow’s old news. Translation? You have to take extra care to pay attention to what’s new and where people of all ages are flocking.

Some of these sites are likely on your radar. Those include Snapchat and Vimeo. Others, like Yo and Yik Yak, might be less so. Why do more and more new sites keep popping up? Because more and more users worldwide are diving in to social media—some estimates place that total in the billions.

There are social benefits for individuals to all these programs, but businesses aren’t excluded from good things, too. You’ll cement your community, increase your sales, and boost your brand presence.

Use this graphic to get started on what’s new, and understand what you need to do to take advantage of social media platforms

Click To Enlarge

11 Smaller Social Media Apps Poised to Break Out in 2016

Via Salesforce

Advertisements

Are You Delivering Real Value to Your Customers?

price_is_what_you_pay_value_is_what_you_getMany business experts have hailed the arrival of a changing marketplace, one with a great emphasis on value and even a new value-conscious consumer.

But more than a little debate surrounds the questions of what really constitutes value and whether the so-called value-driven consumer actually exists.

Over the years, some have argued that today’s consumer is no more value driven than Cro-Magnon man was or space colonists are likely to be. In other words, the erosion of brand equity is nothing more or less than bad marketing.

Does value equal price?

Cost-vs-ValueMuch of today’s ineffective marketing stems from confusion between the words “value” and “price.”

Every consumer purchase can be seen as an equation in which value equals what you get divided by what you pay – and too many people mistakenly use “value” to describe the denominator of the equation rather than the result. This leads to tactics like price reductions and promotional discounts, “value” strategies that can actually erode a brand’s value.

On the other hand, by building up the “what you get” part of the equation rather than reducing the “what you pay” portion, smart marketers know they can get a stronger response over time.

How does prestige factor in?

Value Driven ConsumersAdmittedly it has become fashionable to consumers to demonstrate smart buying.

Yet prestige remains an important part of the value equation.  In marketing terms, it’s senseless to cut price and quality in order to maintain margins. Smart marketers maintain prestige imagery as part of their brand equity, while shifting their marketing emphasis to communicate the quality of their brand in more tangible terms.

Economists who think value equals price miss the point. In many cases, price is a secondary, sometimes limiting factor rather than the essence of value.

For example, while builders are notoriously price conscious, this does not keep a high-priced entry-door supplier from being the market leaders. A builder may actually consider the line low-priced because its decorative glass enhances the look of a home so much that its selling price is boosted far beyond the extra cost of the door.

Who defines quality?

Value-as-shown-in-dictionaryThen there is the manufacturer’s mistake: defining value as quality. Wrong again.

In a nutshell, value to a consumer is the satisfaction of a desire, not quality as defined by the manufacturer. What manufacturers consider a quality product may be irrelevant to the consumer, nothing but waste and useless expense.

Manufacturers may see this as irrational, but business common sense says there are no irrational consumers; they all behave rationally in terms of their own priorities.

There is nothing esoteric about this concept. Value merely means different things to different people at different times.

For more posts on value from Channel Instincts, see Are You Ready For A Dog Eat Dog World? and Are You Your Customer’s Biggest Fan?

Good Selling!

Active Search Results (ASR) is an independent Internet Search Engine using a proprietary page ranking technology with Millions of popular Web sites indexed.

Photo credit: StuartPilbrow via Flickr

Are You Throwing As Much As You Can Into The Marketplace, Hoping People Will Buy?

Changing Your PerspectiveDoes your traditional way of selling − your “selling chain” − always start with your products?

Of course, you present them to your potential customer be they retailers, distributors, corporate buying offices, contractors, etc. And, I’ll bet you are telling great stories about how good those products are for your customers.

But let’s be honest. You are reactive to those customers. Too often, when they say jump, you’re asking how high.

You may be afraid to take price increases, wary of losing volume.  Your products and programs are all aimed at their needs. You wait and hope that they take your products and market them – for you – to their customers, and you hope even more that your products reached their final destination: consumers.

I’ll bet you support these efforts with elaborate marketing plans, POP materials, promotions, sales literature, and more. You also may communicate with consumers through TV, trade magazines and promotions.

Are You Throwing As Much As You Can Into The MarketplaceYou may call it pull marketing, demand generation, or selling through, but what you are really doing is simply producing and throwing as much as you can into the marketplace, hoping people will react and that consumers will buy.

That’s a lot of wasted money and effort. Some even call this the “black hole” of marketing spend. (Your Ops team may even claim that every dollar they save through cost improvement is squandered in marketing.)

Changing Your Perspective A New “Selling Chain”

Time For ChangeYou need to turn your perspective completely around.

Instead of starting with the customer, start with the consumer. Now we ask them what they need. Strive to understand their problems and concerns, and determine their needs, at the retail level.

Task your teams to provide products and solutions that meet those needs and drive everything from new product development to merchandising and POP materials.

The better you understand your end consumer’s needs, the easier it is for you to communicate, and the consumer to accept, your products as a solution to their problems. Only then do you focus on calling on the next level, contractors and builders, working your way up the chain.

Share with them what the consumers shared with you, and show how your products are meeting their customer’s needs. Then, just like you did with the consumer, find out what are the builder’s needs, and show them you can help them stand out from the competition and sell more homes by providing solutions to their problems.

Next, work your way up to the distributor and retailer. As before, share with them what the consumers, builders and contractors are sharing with you. Tell the distributor about the tools you provide to meet everyone’s needs, about the products, solutions and systems that will help them make more money − solutions and systems that apply all the way up the pipeline.

Task your teams to provide products and solutionsIf you’ve done your job, you shouldn’t have to tell distributors and retailers much at all. They’ll already know about your products and solutions from their customers. They’ll know you talk to their customers, and their customer’s customers, and are creating demand for products they sell.

And all you’ve done is reverse the direction of the “Selling Chain,” and changing your story from one that highlights product features and turned it into how you’re introducing a simple approach to solving consumer problems.

Differentiating Yourself on Something Other Than Price

Differentiating Yourself On Something Other Than PriceDistributor and retailers still buy “product” and think in terms of discounts, profit, and “What’s in it for me?” But now, instead of increased profits from lower cost of goods, you can bring them higher profits from increased sales.  You can demonstrate this by telling them:

  1. What the consumer is telling us
  2. What the builder is telling us
  3. What the contractor/remodeler is telling us

Then show them the tools you have to meet those needs, including products, solutions and systems to help them make higher profits. Because they know that you have been talking with consumers and builders, they will be receptive to your presentations.

Listening to the Future

Listening to the FutureThere’s an old saying in sales that says, “We never make a mistake when we make a decision in favor of the customer.” The basis for that philosophy is formed by putting the customer’s needs first.

Remember that you need to think about your customers broadly…consumers, distributors, retailers, dealers, contractors, builders, the investment community, and so on. A customer-driven company defines their customer as broadly as possible…opening up incredible opportunities and difficult challenges.

A customer driven company also knows what their customers want in their terms, not their own. They have an external focus and bias to all they do.  They will do things in the short term that are costly in support of their customer needs, knowing full well that they will repaid 1000 times over

Task your teams to provide solutionsIt’s good to have these perspectives as part of a company philosophy, but it’s equally important that you remember that if you listen closely to the customer and put their needs first, you will benefit from a preferred position and market share while achieving outstanding customer satisfaction.  And it will touch every aspect of your company, including quality, brand, service and value.

Focusing on the customer is a key to your future – for without them, you have no future.  Any time you hear a customer request, listen closely, that’s the future talking.

Good Selling!

Active Search Results (ASR) is an independent Internet Search Engine using a proprietary page ranking technology with Millions of popular Web sites indexed.