Branding “U” – Clients Are Questioning Their Business Models, and Agencies Can Help

Great article from Jeff Welch of Mercury csc , regarding having companies figure out what business they’re REALLY in.  The outside view of an advertising agency can help in that process.  Remember, if U can’t measure, U can’t manage.  Thanks, Jeff!

Marketing, dogged by the old adage, “I know half of my advertising works, I just don’t know which half,” has long been viewed as Uncertainty’s handmaiden.  It’s one of the main reasons that marketers have rushed headlong into all things digital. “Now we measure everything,” the thinking goes — as we should.

Yet much to the industry’s dismay, Uncertainty lingers.  That’s explained by another wise old adage: “The best form of advertising is word of mouth.” Word of mouth doesn’t occur unless you do a lot of things right.  Really right.  Experientially right. Advertising can’t gloss over anything. s

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Shoelaces?…We Don’t Have No Stinkin’ Shoelaces!!!

So, my company’s mantra is all about getting clients to think about what business they are REALLY in, and how to convey that to prospective customers.   That the goal for any business is to have people “Think of U First.” At the same time, we have all seen the huge nationwide marketing push for “buying local”.   But, what does a consumer do if that local option does not meet basic expectations?

Several weeks ago, I went to buy some replacement dress shoelaces  – I actually busted the originals a month or two before – but, hey…I like to procrastinate!  I believed the logical choice was to stop in to a locally owned shoe store, which has several outlets throughout the city.  Surprisingly, for all the rows of shoes they had to sell, they were VERY limited on shoelaces.  When I asked the sales clerk why, if they were a shoe store, did they not carry a solid choice of shoe LACES, she unfortunately could not give me a valid answer.  Same went for the manager.  Needless to say, I was out of there in less than a minute.

Guess where I wound up buying my shoelaces from?…A nationally-owned drug store chain!  Granted, their choice was not huge, but at least they had what I was looking for.  Oh, and I bought a Milky Way bar too on the way out.

I realize that this is a very small issue, but it just goes to show about how important it is to have your brand or product live up to expectations.  It simply makes sense to think that a store that bills itself as a shoe store AND has “shoes”in it’s name would carry such an important shoe accessory.

Face it, the reality is that it is much easier to buy shoes online these days, but I believe most of us want to “shop local”.  It is a shame that now, when I think of shoelaces – as well as shoes – I do not think of this “local” company first.

What are your thoughts?  Would love to get your opinion.

Provolone Cheese & Word of Mouth – The Best Form of Advertising…But, How?

Busy day for Brand-U-Media as we did a morning-drive interview on a local radio show, followed by a live TV segment for a client.  For the most part, everything went off without a hitch; although, we did have to race to a local grocery store to purchase 1/3 of a pound of provolone cheese at the last second!

Of  course we all know that word of mouth is truly the best form of advertising, in whatever we do.

But how do U achieve that effect?

Do U REALLY have the time to talk to your potential customers one-at-a-time?  Or, do U entrust a company to look out for your best interest and act as your “agent”; finding U not only the best deal, but the best avenue to generate that “word of mouth”?

How do U tell your business’ story!  What makes U different…what makes U special?