Apothecary

Curing your marketing ills

Customer Service and Marketing

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How much attention do you give to the service your employees provide your current customers?  Do you have customer service training as part of your marketing budget?  Do you encourage your employees to go up and beyond and make their own decisions on how to please your customers? If you own a retail venture have you completed a secret shopping program to test your customer service training?

The service that is provided to your customers is the first step in the most important marketing — Word of Mouth.  In numerous studies it has been indicated that consumers take into consideration what friends and families say about a business before they purchase services and goods.  What are your customers saying about you?

Business Week did a study of the 25 Best Customer Service companies.  What can you learn from these companies?

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Written by apothecarycomm

2009/06/09 at 10:35 am

Advertising in a Down Economy

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During a recession, the marketing budget is frequently the first to get cut. That is a misstep by many businesses. Businesses that advertise during a downturn are not only more likely to endure the recession; they also continue to collect the benefits after the recession is over.

Historic data demonstrate that aggressive marketing during recessions increases both market share and profitability.  The American Association of Advertising Agencies (AAAA) reports the following findings in a commissioned study Advertising in a Recession by Bernard Ryan Jr.

  • Buchen Advertising tracked advertising dollars versus sales trends before, during and after the recessions of 1949, 1954, 1958 and 1961. Not only did their study find that sales and profits dropped off at companies that cut back on advertising, it also found that, after the recession had ended, these same companies continued to lag behind those that had maintained their ad budgets.
  • A jointly-sponsored American Business Press/Meldrum & Fewsmith study of the 1970 recession found “that sales and profits can be maintained and increased in recession years and in the years immediately following by those who are willing to maintain an aggressive marketing posture.”

    A follow-up 1979 study further revealed “that companies which did not cut advertising expenditures during the 1974-75 recession, experienced higher sales and net income (during those two years and the two years following) than companies which cut in either or both recession years.”

  • Following the 1981-82 recession, McGraw-Hill Research’s Laboratory of Advertising Performance reported “that business-to-business firms that maintained or increased their advertising expenditures during the 1981-82 recession averaged significantly higher sales growth during the recession and the following three years than those which eliminated or decreased advertising. By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn’t keep up their advertising.”

Has your business cut its marketing budget recently?  What are you doing to continue reaching out to your current customers and attract new customers?

Written by apothecarycomm

2009/06/08 at 9:45 am

Social Media

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I have been researching social media for the last several months and really putting my head down the rabbit hole so to speak.  I have come across one blog that I would like to share with everyone who wishes to consider their social media marketing plan.  The blog is from Peter Kim and he provides some really stellar examples of social media marketing as done by a variety of companies: http://www.beingpeterkim.com/2008/09/ive-been-thinki.html

Written by apothecarycomm

2009/06/05 at 1:10 pm

Local Advertising

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In an article from DMNews (http://www.dmnews.com/Local-marketing-shifts-to-digital/article/137679/) it is indicated that businesses will be putting far more dollars into mobile, search and social networks  than traditional advertising and yellow page ads.  The article quotes a director from Media Networks as stating that these marketing vehicles are more measurable than traditional advertising.  While that is true to a point, the people exclaiming this loudest are those with the most to gain (i.e. multi-media tech companies.).  Traditional advertising and advertising 2.0 are far more effective working with each other than replacing each other.  The tactics of advertising 2.0  have merely a larger arsenal of tools to reach potential customers more frequently.

Written by apothecarycomm

2009/06/05 at 1:04 pm

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Consumer Anthropology

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I have been doing loads of reading this morning on consumer anthroplogy. I have used this on projects in the past to a smaller degree than the companies I have been reading about this morning. Trendwatching.com has a great beginners primer on the subject: http://trendwatching.com/trends/virtual_anthropology.htm. I find this to be a fascinating subject, however I am not sure there is a whole lot of practicality to it. Would love to hear otherwise from people who have practiced Consumer Anthropology with success

Written by apothecarycomm

2009/06/01 at 2:14 pm

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No really. Come back

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2009/05/22 at 2:42 pm

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