The latest technology can make life more efficient, but they cannot replace the value of real human interaction out in the field. Can they?
The evolution of web design is starting to happen, right on cue. For specialty brands, staying ahead of mass brands in the eyes of your most important consumers (category enthusiasts) is a big part of what will differentiate you in your niche.
I hope to sear into your brain the importance for specialty brands to pay attention to the details, no matter how small or inconsequential they may seem. It’s these little things, when taken together, that have a huge impact on the psychic income people get from buying products or services. If specialty brands don’t do these things well, they’re really no different than their mass competitors.
I have a suggestion for anyone involved in marketing communications: as soon as you find out what the early adopters are doing, go there yourself as fast as possible. If you don’t, you will be left so far behind that you’ll never be able to stay relevant.
When you see how much social media check-in services enhance just about any experience, you start to understand how influential they are going to be on the shopping experience. Specialty brands that learn to use them well will have a tremendous advantage over those that don’t.
Since your website is typically your most important marketing communications asset, it pays to focus on delivering the best possible user experience. User experience (UX) design has become a core discipline in web development, along with information architecture. And rightly so, because despite our best efforts to predict how people will use our sites, it is very hard to do.
When marketing specialty brands to category enthusiasts, it is critical to satisfy consumers’ appetite for product information to make informed purchase decisions. This short video explains what a 2D bar code is.
Do you need a mobile app? A mobile-friendly version of your website? Promotions directed to smart phone users? When is it time to get on the mobile marketing bandwagon?
The social media explosion has created a channel for the local burger stand to let everyone know when its hours change or what new menu item it’s offering that week in a way that is low cost and engaging. Whether it’s Facebook, YouTube or Twitter, local retail is getting on the social media bandwagon in a big way.
Until recently, only the employees of small businesses or extremely loyal customers had the opportunity to get to know the owner of a store or restaurant. You run into them at the coffee shop around the corner before they open for the day. They introduce themselves to you when they notice you tend to have […]
I have been amazed at the speed and breadth of the change underway in mobile devices. Truth be told, as a marketer I’m quite worried about this rapid change because of its potential influence on shoppers, particularly specialty store shoppers. Think about it: the iconic value propositions of…