The One-Percent Edge by Susan Solovic

Author:Susan Solovic
Language: eng
Format: epub
Publisher: AMACOM
Published: 2017-03-14T04:00:00+00:00

CHAPTER 6

The Marketing Edge

“Stop racing after every new fad and focus on making consistent, emotional connections with consumers. If you stand for nothing, you fall for everything.”

—KEVIN ROBERTS

Now it’s time to apply the One-Percent Edge process to ensure your marketing messages remain relevant to your customers. To do that, you’ll need to get away from your office to where your customers and clients are. It need not be a physical presence; it can be a virtual one. But you do need to hear what your customers are saying. What types of messages resonate with them? How can you cut through the competition clutter to reach them?

How can we cut through the information clutter?

How can we truly connect with our customers?

Do our marketing messages resonate with our target customers?

How can we create integrated experiences?

How can we engage people to become customers for life?

How are we making the world a better place?

What do we believe in? What do we stand for? What’s our brand promise?

What is our perceived value? Are there better ways to communicate it?

How can customers become brand evangelists for our company?

Are we listening to the voice of the customer to understand what customers need?

Is there a gap between our brand promise and what we’re delivering to customers?

What opportunities exist to drive growth through changes in marketing and sales strategies?

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