HOW'S YOUR CONNECTION STRATEGY?

In this (approximately monthly) newsletter, I take the opportunity to promote the marketing discipline.

How's your connection strategy? A one-minute guide to increasing business performance.
Doing business in China. Some tips for those considering the future in the light of the free trade agreement.
Premium branding. Encouragement to look at the high-value end of the market given the intense competition at the lower end of the spectrum.
Shock advertising. One marketer's opinion on when it works and when it doesn't.
Seminars. An introduction to a new Marketing Guy service.

HOW'S YOUR CONNECTION STRATEGY?

Last month Peter Drucker reminded us:

Marketing is a generalist discipline concerning itself with every aspect of the business being directed towards strengthening the commitment between the organization, its brands and its customers.

This is a very broad statement and tends to lead the mind towards complexity particularly if you are working with a large organization. A phrase I have been using for some time now, which I find very helpful is "Connection equals Performance". It is useful shorthand that captures the idealistic sentiment or situation ie if your organization connects strongly with its target audiences (multiple high quality connections) then the organization must necessarily receive, understand and ultimately meet the needs of its audiences and thus prosper.
In practical terms what does this mean?:

Receptivity ie open channels of communication between the organization and its audience
Interest ie those channels being attentive, engaged, interested in what audiences are doing, saying and thinking with respect to your brands
Empathy ie the organization or brand's communications and behaviours display a deep understanding of where the audience is at, their needs, their concerns, their aspirations
Responsiveness ie upon understanding an audience's needs, doing the utmost to meet those needs
Managed Touch Points ie thoroughly crafting each customer contact opportunity so that the customer receives a consistent, positive, respectful interaction at every point along the value-creation chain

The point is axiomatic. If you want to have a successful organization and brand you need to understand your customer relationship and craft customer expectations and customer experiences. Do these well, create strong connections to your audience and you will create profitable, growing and sustainable performance.

If you'd like to know more or are interested to discuss these further please contact me or Denise on 09 5288808.