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Marketing in a Country of Cultures

Currently there are 15 states beyond the tipping point and 8 others that are very close. What is “tipping point” you ask? It’s the point where the majority becomes the minority. We are a country that is very diverse culturally and continuing to grow in that direction. Recent Census Bureau projections show that in 2043/44 the US population will be less than 50% non-Hispanic whites. So now days when marketing products or services we need think away from whom we’ve always thought of as our target audience. At a recent event Hallmark’s Monic Houpe explained their 3-pronged strategy on how they market to different cultures. Cultural Specificity- Solutions that are targeted to a specific culturally identifiable group. Take a good look at the entire environment and find a connection to the target audience and be authentic when delivering the message. You can’t just cut a white person out of an ad, plug in a Hispanic person and think that you’ve successfully achieved cultural marketing. Multicultural Relevance- Solutions with heightened relevance to non-white consumers that are driven by ethnic insight, but…

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Leading the Process of Change

In today’s business environment companies are forced to change and adapt to a dynamic landscape or be surpassed by their competition. The rapid pace of growing technologies is forcing business owners to adjust their internal processes, improve logistics, update software and hardware systems more often now than in previous decades, those who don’t face drastic consequences. Unfortunately when these changes occur within an organization some individuals are much less accepting than others. Don’t let fear of non-acceptance paralyze necessary business decisions! Instead learn how to understand and assist your valued employees through transition. Mitchell Nash at Linkage, Inc. used a marathon analogy to portray on how differently people in an organization adopt change. Some marathon’s participation are so large that it takes over 1½ hours to get all the runners off the starting line, by the time the last runner gets going those who began upfront are almost done with the race. The same is true with organizational change; those who adopt early will be almost completely acclimated before those who are resistant even let go of the “old ways”.…

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Inblog

Millennials: Retail’s New Bread and Butter

Something you may not know about Millennials is that they are a technically savvy generation. Ok, maybe that’s not quite a surprise because many Millennials grew up with the Internet and were able to find information with a couple of key stokes. On the other hand, Gen X and Baby Boomers had to go to a library, navigate the Dewy Decimal System through a ridiculously cumbersome card catalog, or search through 87 volumes of the Encyclopedia Britannica to find their content. Information has become easier and easier to absorb throughout the years and the millennial generation is able to consume more content faster and easier than any other generation in history. Currently, the millennial generation makes up about 25% of the U.S. population, which makes their generation larger than the Baby Boomers. The purchasing power of this generation measures above a Trillion dollars! That’s more than one thousand times Michael Jordan’s net worth, or 1.3 million times a million. Either way that’s a lot of money that Millennials are adding into circulation. Understanding their immense spending ability, retailers need to…

Inblog

Marketing strategy of a new store

Every brand and business owner markets their name in hopes of growing their business, but is your only strategy moving product off the shelf? Meaning, are you only gaining for the short term, or are you building for the long term with your marketing attempts? It’s a no brainer, long-term growth is what every business owner covets, so here is a brief outline of a few things I picked up at a speaking event I recently attended in regards to opening a store in a new market. IKEA is a company that is widely known for inexpensive flat packed furniture and their bright blue buildings with the weird name that has everyone asking, “what does that even mean?” The Google machine can inform you if you’re interested in finding out since I’m not blogging about the origin of their name today. They know and understand that the impression of many is cheap and inexpensive products, so when they grew into the Kansas City market they developed a marketing strategy to help combat that image. When they looked at the Kansas…

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Online Grocery Shopping…it’s here to stay

Chances are your daily life is just as busy as everyone else, if not more so. You go to work, drop off and pick up the kids at school, baseball or soccer practice, gymnastics, music lessons, you name it. Then you go to the gym when you can so that you can be around long enough to watch your kids go through the same daily struggles you had, and getting a small bit of sadistic glee from it. Or perhaps you’re single and go to the gym so that you can one day enjoy all of the aforementioned rigors of daily life with kids. Either way there is still laundry, car maintenance, house keeping, dinner to consider and don’t forget about calling your mother. The average person is busy, so it’s no wonder ebay, Amazon, and other online shopping sites have boomed. Click, click, buy and delivered to your door. So what’s the hold up with online grocery shopping? Is it consumer fear, retailer fear, or lack of knowledge on how to implement? With all the Government Food Safety Regulations…

Customer Service Stamp
Inblog

Don’t lose your customers with bad customer service

Everyone has an expectation of how they should be treated when shopping, dining out, traveling or using a provided service, and rightfully so. You are spending your hard earned dollars for goods and services and you want to feel like you matter and are getting the best for your money. Unfortunately, there are times when your expectations are not met.  Possibly due to limitations of the services provided, or the person with whom you are interacting with is having a bad day; which we all have every now and then. But when you do have a bad experience or negative interaction, chances are you become disenchanted and choose to take your business elsewhere, as I have on a couple of occasions. Last month I went to a store that is down the street from my house. There is another store, that is slightly closer, where I can get the same goods, but I chose this location because I like their prices better. Sadly, within 10 minutes of being in this location I became irritated with the service. I waited for…

without wood things just don't taste the same
Inblog

Does your slogan help you, or another business?

Ever see or hear something from a business and thought “that seems familiar”? I think it happens all the time. Perhaps we’re not paying attention and actually reflect upon it right then, but subconsciously it may trigger thoughts of another time, place or even brand. Now we may not run right out and purchase goods from those companies that are triggered in the back of our mind, but the subconscious mark of that brands is still there, and later on we just might. A few weeks ago I walked into a restaurant not far from my home, and in seconds noticed their slogan painted on the back wall (pictured in the header). After reading it I immediately thought of another brand that has used something similar for decades. A company that produces and distributes a product that I have enjoyed a few times and have frequented their establishment on occasion in Lawrence. If you guessed Free State Brewery then you would be correct, their slogan (below) has been printed on countless tee shirts and is prominently displayed on their website.…