Alissa Ward (Bolke), CDMP

In many retail and dealer environments, transactions and visits aren't a 1:1 match. Driving people to the store is an important marketing function, and converting them to customers depends on product, environment, price, brand, sales experience... the list goes on. Think Noodles & Company—if I'm launching a new menu item, my POS can track whether people are buying it and how often. I can look at sales over time to see if it's driving foot traffic. But I need robust tools or a legacy of strong loyalty programs to know if those people are new buyers, where they're from, and if they represent new audience segments to me. Consider a shopping mall. Simon Property Group doesn't see a dollar for getting customers on-site, but nothing matters more to them when trying to get a new anchor tenant. They need great data and tools. Or a Case IH dealer - only some people who walk on the lot will buy a tractor, but I care how many people are coming, and I want to compare that to people who are converting. I can only see that with better tools. Fancy #martech isn't right for everyone, but it's a game-changer for some.

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Signs make potential customers WALK AWAY from a business. A sign that is old, or in disrepair, or poorly designed, can actually make a person avoid a business. Branding happens in a flash, and first impressions are not "un-doable". The knowledge-droppers have more here: https://lnkd.in/gRAP5BUz

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"Lose all the indulgent cock about courage and possibilities and transparency. We aren’t saving the world. We are serving it coffee. Remember that brand positioning, whatever you call it, is what we want our customers to think when they think about us. Nothing more." Brands, know your place. #brandstrategy

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How do you drive incremental value as a marketing leader? Take small opportunities and make them big. In this case -- make it black, make it limited edition, make it METAL. Other grills don't look like this, don't get pitched like this, don't sound like this. Thats the point. #brandmarketing #innovation #productmarketing #advertising #brand https://lnkd.in/eMJcudNu

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In a recent survey, I asked people how likely they were to continue shopping with their favorite retailer. Nearly 10% selected “neutral.” And that's their self-proclaimed *favorite* retailer! 😳 If 1 in 10 people who love your brand aren't sure if they're going to come back, what are your plans to turn that uncertainty into a resounding yes? Deloitte’s 2024 retail outlook points out that customer acquisition costs have increased 222% in the past decade. Each interaction matters more than ever. Understanding ✨ loyalty and customer journeys ✨ through qualitative and quantitative data is the foundation. Without that, your tech and marketing investments aren’t working hard enough to outpace the rising costs and churn. 🏃‍♀️ 🔥

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When EMARKETER uses MikMak data to analyze market share winners in Beauty, Personal Care, and Grocery, it's clear our data has set the industry benchmarking standard! Read their full report here: https://lnkd.in/gdZ7Tc7M

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« If you think you know consumer behavior, think again. Middle-income consumers are feeling the squeeze and worrying about inflation but aren’t holding back on splurges. Rather than sticking to tight budgets in retirement, aging consumers are splurging too. Speaking of older shoppers, it turns out that the brand loyalty they’ve long been known for is a thing of the past*». Splurges…yes putting the greatest product innovations forward by using the number 1 logo for innovation Voted Product of the Year Worldwide 100% voted by consumers, influent peers, and believing in consumers paying for added value if they trust your proposition, is the best way to go! *Source: State of the Consumer 2024: What’s now and what’s next. McKinsey & Company

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The market has officially shifted from a lazy river to whitewater rapids (and it's about time). We're seeing a 50% uptick in referral-based business at Chief Brand Advisory (CBA). The species of engagements ranges from brand strategy, design, and identity systems to advertising, social content, go-to-market materials, pitch decks, and videos. Here's a list of the types of requests we've received in the last 30 days alone: ➕ 2 Global M&A Rebrand Assignments: Establishing a unified identity post-acquisition. ➕ New Brand/Product Launch: Introducing fresh, innovative products to the market. ➕ Agency of Record for a Major Marketer: Leading a brand refresh including messaging evolution, a new TV campaign, and social content. ➕ Later-Stage Company Shifting Focus: Moving from an acquisition-centric strategy to a balanced brand and acquisition focus. ➕ Updated Go-To-Market Materials: Repositioning a software company to target new audiences. ➕ Updated Pitch Deck and Founder/CEO Videos: Enhancing investor presentations and leadership communication. If you're a seasoned PM or Account Lead, Writer, Graphic Designer, or a .ppt/Keynote Samurai who develops investor presentations and can come in through a referral (someone who knows me), please reach out to [email protected]. It looks like Q4 is going to be incredibly busy. Whoot! #brand #brandbuilding #marketing #founders #mergersandacquisitions

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Why we should all take a lead from the Geico Gecko If I were starting a brand today the one thing I would seriously consider is creating a brand character If that seems like some throw back to 1980's cereal brands then the data would back you up as incidents of brand characters in award winning IPA entries has tumbled dramatically from around 40% to 15% over that time. They really aren't that fashionable today. But you ignore them at your peril because they are one of the most powerful advertising tools out there Orlando Wood who describes them in his incredible book Look Out as "character fluent devices" has shown that they have a profound impact on business results get a copy you won't regret it!) Take the 2024 Super Bowl for example. Had you used a celebrity like most advertisers then the average Star score (emotional response) was exactly the same as those without one. However had you used a branded character then on average you would have seen a massive 1 Star advantage over non characters & celebrities. Add to the fact that they don't charge the same fees as a celebrity and its the Advertising effectiveness bargain of the century! In the latest episode of Uncensored CMO I caught up with the very clever Michelle Moscone (she/her) who is in charge of brand and creative at Geico about the importance of their famous Gecko which is 30 years old now She puts it in a beautifully simply way that the Gecko enables the audience to have a really fast connection with the brand in a lovable way creating a short cut for your brand and message. It's well worth reading Jenni Romaniuk's brilliant book called Distinctive Brand Assets which covers a lot of research on types of assets and how they work. Link to the episode in the comments section below Jon Lombardo Peter Weinberg Vanessa Chin Andrew Tindall Kerry Collinge

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AI copy remains controversial. I'd say even with "advanced operators and prompts", the output is usually unimpressive if you're aware of just how good copy can and should be. That 'sauce", pulse, and nuance that you can feel in great copy just isn't there with raw AI copy. ChatGPT is useful as a research assistant and even a writer, if you train it correctly and don't have the time or money to invest in optimized copy. But sub-optimal copy will cost you in the long run. And then again, it doesn't seem like you can ignore the option to instantly produce extensive copy frameworks that would take human writers at least hours to do by hand. AI does get the ball rolling, even if the final draft doesn't look anything like the original output in the end. It may be most useful for more technical content, not as much for copy. At the end of the day, I see AI writers as another tool in the tool box, another pigment on the pallet. And I've seen plenty of respected writers on either side of this issue. #AI #ChatGPT #Copywriting

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At Clarion Blue, we love nothing more than assisting brands and organizations in achieving meaningful and sustainable marketing success. From in-depth research and customer insights to comprehensive strategy development and SEO tactics, we cover all the bases. We’re dedicated to helping you navigate your marketing journey and reach your goals with confidence, knowing that your success is our success. Interested in learning more? Book a free consultation with us at https://buff.ly/3AmWquN #clarionblue #marketing #brand #storybrand #brandidentity #storytelling #digitalmarketing #marketing #marketingagency #researchnerd #artificialintelligence #marketingstrategy #audienceinsights #marketingresearch

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📢 Calling perspective with Shopper Marketing knowledge! 📢 🛒🛍️🤑I'm on the lookout for top-notch recommendations on Shopper Marketing training. If you've undergone any impactful training programs or have insights on where to find the best resources, I'd greatly appreciate your input.Feel free to drop your recommendations in the comments or message me directly. Your tips are invaluable. 🙏🏽✌🏽#ShopperMarketing #Training #MarketingCommunity #advertising #nvrfnshd

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🍩 Digital attribution: the junk food of marketing measurement 🍔 Junk food is so dang tempting because its heavy in ingredients that use to be rare. Namely fat and salt. Many of us are hard-wired to enjoy junk food in quantities that impair optimal health.   Digital attribution is similar.   Digital attribution tempts us because it is heavy with frequently updated and detailed marketing data. Again this was historically rare, so our brains are drawn to the high density data. It is tempting to use for decisions, even when it is completely inappropriate for a given decision.   Now I am not saying you should never use digital attribution just like I would never advise anyone to never eat junk food. But moderation is key as is the role of mindful consumption…   All opinions are my own.

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Providing excellent customer service is like a chef crafting the perfect meal—one wrong ingredient can spoil the entire dish. Over the years, I’ve discovered our own "signature recipe" for top-notch customer service: 1/ It’s not about price—it’s about value. A perfect mix of service, personalization, and reliability turns your offer into something clients can’t imagine living without. 2/ Remove every obstacle. Handle everything—from sourcing and customization to delivery—so your clients can enjoy a completely hands-free experience. 3/ Stay one step ahead. Use data to anticipate their needs, offering recommendations that hit the mark every time, whether it’s for product launches or team celebrations. 4/ Deliver more than products—create an experience. When clients know that working with you means zero stress, zero guesswork, and total confidence, that’s when your offer becomes irresistible. "Sounds like a great offer" isn't the goal. "Where have you been all my life?"—that's the reaction you should be aiming for from your clients.

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As school winds down for summer, retailers and brands are gearing up for the next big shopping season: back to school. With consumers planning early—56% starting their shopping next month, according to Capital One Research—brands are strategizing to capture attention and drive sales. Out-of-home advertising, strategically placed in high-traffic areas like malls and transit routes, plays a pivotal role in this push. Studies show that these ads not only increase foot traffic but also influence purchasing decisions, particularly when placed near the point of sale. Through an omnichannel approach, from leveraging mobile engagement via QR codes to retargeting online and on social media, brands can increase visibility and drive measurable ROI this season. #Back2School #OOH #Advertising

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