It isn't price or service or value or quality ... it's inertia. The Ad Contrarian nails it again.
If you are an incumbent then that can only be a good thing (though don't take your customers' loyalty for granted - all our research shows that the 'trigger level' for customer defection is getting lower). If you are a challenger then you've got your work cut out - sure price will work (look at the success of Bord Gais' BigSwitch campaign), but there will always be a minority prepared to switch for price anyway. Your challenge is to find the right marketing message to connect with the majority ...
These things are, of course, eternal verities of the marketing world - but in a recession they are more acute (and critical) than ever.
Thursday, May 28, 2009
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1 comments:
Interesting!
I feel like there is a scarcity of good marketing today. Good marketing means which can convert the leads into sales. The only marketing that has moved me in the last couple of years is Search Engine Optimization.
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