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Telling the “Local Story” September 13, 2012

Posted by Jack Macholl in Brand personality, Branding, Communications, Customer Service, Image, Interactive Marketing, Marketing Planning, non-profit, Uncategorized.
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Over my years in marketing management, I’ve seen many companies miss opportunity by over analyzing business and marketing strategies.  I field questions like “should we have a QR code?”, ”  do we need to be on this Four Square thing?”- and the list goes on.

Sometimes taking a few steps back and reviewing the business purpose (core strategy) and how you will convey your “story” is much more productive than charging to the latest software or “app” (tactics).

Businesses who are winning in this world of consumer insecurity are those making a connection with customers. Explaining why they should do business with you versus the firm down the street or across the globe (value proposition). If your phones are answered locally and not by a call center 3,000 miles away, by all means tell us. Being locally owned and operated by employees that have kids on the same little league team as your child can be a strong differentiating point particularly in a world where many people feel “burned” (e.g. the financial crisis) and want a relationship with the people they’re doing business with.

Beyond telling a great “marketing story”, actually delivering on the promise (customer experience) is the true tale of the tape, as  hopefully delighted, repeat customers often lead to the sought after 20%  that account for your profitability (80/20 rule).

Not to say that apps or online commerce is bad, it’s not. The punchline- small steps, strategy first, then ensuring top-notch processes/operations are in place, then tell your story.

I’d like to hear your local success stories and what works.

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