Three Kinds of Consumers Every Brand Should Know

by Danielle Brown on Dec 16, 2016 1:00:00 PM Brand Marketing

There’s no doubt that most businesses prioritize customer satisfaction, but that doesn’t always mean that they deliver. Most companies assume that they’re providing a quality service to their consumers, but that doesn’t always go both ways -- in fact, studies show that 80 percent of businesses believe they deliver a superior customer experience while just 8 percent of consumers share that same belief.

So what’s responsible for this gap?

Well, more often than not, it’s because companies fail to understand the needs of their customers. To provide great service, brands can’t act on instinct alone; rather, they’ll have to get an understanding for what their customers really want. Fortunately we at Points believe that, when looked at through a loyalty lense, most consumers fall into one of three different categories: the brand loyal buyer, the customer with a passion for points, and the price sensitive shopper. These three types of consumers are common in nearly every industry and knowing how to appeal to them is essential for success.

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Peter Koeppel’s 6-Part Series on Trend Spotting: Part 5, Mass Retail

by Peter Koeppel on Nov 14, 2016 4:41:24 PM Brand Marketing, Retail, Trends

At the recent D2C convention, I presented a session entitled Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the fifth of this six-part series we take a look at mass retail and its impact on direct marketing. For the purposes of this blog post, the term “retail” will mean traditional bricks and mortar retail. Given the presentation was confined to an hour, I have had to limit my focus, but hopefully the learnings gleaned will prove helpful to the reader.

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Peter Koeppel’s 6-Part Series on Trend Spotting: Part 4, Social Media

by Peter Koeppel on Nov 3, 2016 1:51:39 PM D2C Convention, Digital Marketing, Brand Marketing, Social Media

At the 2016 ERA D2C convention in Las Vegas last September, I presented a session entitled Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing. My intention was a simple one: to synthesize the latest statistics, forecasts, and best practices in marketing from over 100 different sources to save my audience time and to provide insight that will help you today and in the future. In the fourth of this six-part series we take a look at social media. Given the presentation was confined to an hour, I have had to limit my focus, but hopefully the learnings gleaned will prove helpful to the reader.

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The Never-Ending Story

by Ian P. Murphy on Jul 28, 2016 12:00:00 AM ER Magazine, DRTV, Brand Marketing

Once upon a time, direct response marketers could take a specific, innovative item—a pair of polarizing sunglasses, an extra-thirsty shop towel, or what have you—and sell it on its merits. It was one product, one medium, one story—and with all eyes focused on television, one hell of a way to make money.

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The Eroticism of Immediacy

by Lori Zeller on May 16, 2016 12:00:00 AM Digital Marketing, Brand Marketing

Since the Mad Men era, the key to successful marketing in any visual medium has been a message that’s deemed “sexy” by society. More powerful than the physical, the “sex” in this context is often a seductive, soothing image that encourages the viewer’s eyes to linger and eventually (hopefully) drives him or her further down the path to purchase.

Fifty years later, that kind of sex appeal has shifted to digital. Technology has replaced television for millennials, and social media is now the language of love.
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[Opinion] Field Report: What is Advertising? I Know They Don’t Know

by Jordan Pine on Feb 19, 2016 12:00:00 AM DRTV, Brand Marketing

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

I’m both an NFL fan and an advertising fan, so the Super Bowl poses a real dilemma for me: When is the best time to use the bathroom? If I go during the game, I risk missing a big play. If I go during a break, I risk missing a commercial everyone will be talking about the next day. It certainly doesn’t help that the beverage of choice for football games is beer.

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Why Does Brand Matter When a Marketer Can Just Yell & Sell?

by Dan Gallagher on Aug 4, 2015 3:00:00 PM Brand Marketing

We’ve all seen the TV ads that scream miraculous product benefits for the low price of only $19.99 (“and if you call now…”). Since the ads never seem to reach a wear-out stage soon enough, we can only conclude that the “yell & sell” technique is successful despite the negative brand impression they may often leave on viewers. In marketing communications, we often call this unintentional—or unconscious—branding where the advertiser is successful in building a business, but not in building a brand. Think the telecom carrier MCI in the ‘90s, or “brands” such as ShamWow and Snuggies, more recently.

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Cosmetics Survey Highlights Consumers’ Preferences

by Dr. Kurt Jetta on Mar 17, 2015 3:00:00 AM Brand Marketing

Recently, we released part 2 of the TABS Group Cosmetics Study, which examines beauty consumers and their attitudes toward specific brands, outlets, and product attributes. We surveyed 1,000 women between the ages of 18-75, testing for awareness, favorability, and the effects of deals, outlet share, and brand loyalty.
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OPINION - Nationwide's Super Bowl Ad Fumbles

by Rick Petry on Feb 4, 2015 4:19:54 PM Brand Marketing

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

“There is no such thing as bad publicity,” a quote often attributed to the supreme American huckster P.T. Barnum, appears to be the third rail that Nationwide Insurance held onto firmly while rationalizing their now infamous and ill-advised Super Bowl XLIX commercial entitled “Make Safe Happen.”

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Has Ivory Had Its Day?

by Peter Koeppel on Oct 28, 2014 3:00:00 AM Brand Marketing

Ivory Soap has been a mainstay for Procter and Gamble’s consumer products.

But now as the 135-year-old company has begun to cull its wide brand line the fate of Ivory soap is unclear. In the coming years, P&G will clear out its weakest performing brands to focus on the 70 to 80 that will produce the best results. Although the company hasn’t yet announced which products it will cull, Ivory’s numbers may have it on the chopping block.

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Editorial Disclaimer

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.