This week we really reviewed qualitative data and spoke about feelings. Not a fan of feelings myself, they complicate things but I know that they are invaluable from a marketing standpoint. We also spoke about how we need to utilize the 4 P’s when it comes to positioning our product.
- In this article the author essentially takes you through steps to create a mission statement. We need a mission statement because its what gives the company and its employees a purpose. The four steps or questions you should ask yourself are fairly simple but that doesn’t mean they aren’t important. What you do, how you do it, who you do it for, and your values are what you need to ask yourself in order to come up with a mission statement that represents you and your company. The author stresses the importance of making it easy for your customers to determine what your purpose is and how you will provide them with a service.
- This really isn’t so much an article but part of Microsoft’s development resources, but it is still a good resource. This article shows the various ways that you can incorporate your brand into the design of your applications. They make an interesting point and show an application that adheres to their standards but doesn’t incorporate an individual brand, and an app that does use their brand. The similarities are there but simple touches really make the app stand out, different shapes, colors, layouts, and subtle designs are used.
- In this article the author speaks about how to build your brand and reputation, and one of the first things she says is that “brands aren’t built overnight” which I couldn’t agree with more. The author explains that brands, much like a reputation need to constantly be worked on, and you have to continually prove yourself to your customers in order to establish a trust in you and your brand. In class we spoke about brand being your reputation and brand = promise = trust. This was really driven home in this article, and step 4 was all about honesty and how being transparent with your customers and keeping your promises is what will get you those customers to become lifetime customers.
- We spoke about the need for corporate social responsibility in class and in this article the author tries to figure out the benefits of corporate social responsibility for the company. He describes his initial findings that most of the saintly do gooders from the companies he spoke with actually do it because they are more focused on the community as a whole instead of just the company they work for. The author explains that the companies use CSR to show potential customers and their communities that they have great values. For example one company focuses on being really energy effecient and environmentally friendly because, hey who wouldn’t want to work with someone who cares about the health of the planet right. That same company is also saving money though because of how energy efficient it is, so money is having some kind of effect on these do gooders. Employees can get behind a company that has values, especially if the company is helping out their community, and the article makes a great point when it speaks about how employees and customers want to work with a company they respect.
- This article has an author who doesn’t just want to sell things, he wants you to foster a relationship and create a customer who will add value to the company in the long run. He is clearly focused on the long term and in this article explains how to determine if the cost of your marketing was spent wisely and you have gotten customers, and if those customers are the customers that you want. He explains that if you look at your sales and average the total sales per customer, you aren’t really getting a good measurement of the customers you want. Some customers will have contributed and made more purchases from you than others and those are the customers that you should focus on creating value with. Essentially this article is about creating loyal customers who will contribute to your company, instead of hoping for many one time purchases. You want the people that keep coming back for more, year after year and they want you to continue to offer the service they initially fell in love with.