Isn’t this truly what all sales and marketing leaders desire, your attention? Isn’t this why billions of dollars are spent annually to gain consumer attention for “my brand, my products, my experiences?” Well actually, no. Creating, stimulating and achieving consumer attention is not a solitary art form. It is not in itself a lasting formula for fast market advantage.
Retail leadership is defined ambitiously as a team that guides and directs to achieve a united goal,
—who mesmerize an audience on the right approach, the right foundation and navigation to build
Through the early days of 2015, retail success and failure headlines have been fast, furious and in too many cases financially beleaguering. Headlines causing us all to stop, think and reassess why this particular retail brand is winning, why this other retail brand is losing or perhaps, clearly lost. We openly debate whether consumers have been the catalyst, the “cause and effect” of these positive and negative results, through socially managing, controlling and commanding retail brands, commanding their financial destinies through their open or closed pocketbooks. Retail wins and losses are first and foremost about consumer preference, consumer demand, consumer social relationships, consumer belief in the truth of any retail brands promise.
“Digital capitalism really works best and most efficiently for consumers rather than for brands and retailers.”
Pushed brands and products become an unintended, uninvited distraction to Internet-savvy consumers if not smartly gathered and relevantly engaged through socially preferred mindsets. Push advertising can no longer stand alone, can no longer effectively make or take a market as a solitary art form.Push advertising is more than just consumer ineffective; it is financially disabling for any brand that cannot pinpoint-target its best buying audience at a place and time it is most willing to engage. Pulling consumers saves precious time to market. Pulling profitably invests and smartly hoards market opportunity for your brand, for your company. The most effective and profitable consumer pull is either in congress with social engagements, or vested at the last three feet of the sale in the brick or cloud retail aisle. The most effective and profitable marketing abates push monologues, creating socially engaged pull dialogues.
Pas•sion—Pronounced [pash-uhn] noun 1. any powerful or compelling emotion or feeling, as love or hate. 2. strong desire to succeed.
In my meetings and exchanges with foreign factories outside of the USA, those with brave intentions to scout disciplined, profitable opportunities across our fruited plains, I am inevitably asked the question of brand importance towards garnering success. I am asked what is the “Doctrine of Necessity” to ensure success with consumers and retail merchants with respect to brand value, brand recognition, brand density and brand profitability? This level of intense brand scrutiny is designed to ensure the cold steel of the P&L is successfully written in hot black ink, not cold bright red.
l, me eting with hardware and software CMOs from nearly every brand within our industry. I traveled
There will be no room or time for brand-bovarism in 2015. Savvy marketers in 2014 encountered colossal change to their marketing platforms and with it their brand investment bets. Brand-making, brand-shaping, brand-taking chores have changed and will continue to do so at hyper-speeds during the coming years.
Business wisdom from Robert Plant
Brands are investing in accelerating levels of social platform integration,designed to challenge legacy dynamics of consumer marketing economics. At the same time, factories continue to breed and deliver overvalued consumer products with the promise of highly profitable economies tuned for market scale. The standard bill of profit-fare is to protract formidable product volumes along with commanded price elasticity to fuel consumer demand and successful consumer pull.
I was honored and privileged to deliver the opening keynote presentation for Channel IQ’s annual Compass 2014 several weeks ago in Chicago. For those not familiar, Channel IQ services, securely stores and monitors authorized sellers as well as unauthorized sellers who can break the value and profit of manufacturers and retailers brands. They offer brand-smart deliverables across online price point (MAP) monitoring congressing and aggregating smartly through active and smart analytic dashboards.
1. Do your local retail stores have their own digital DNA? If yes, is the digital foundation within each of your physical retail stores accelerating local consumer traffic?
2. How is it possible that digital clouds thousands of miles away can outmuscle your highly trained in-store human capital, brand assortments and ambience store experience in local markets?
We are extremely busy people. We are newly and happily socially engaged. We are focused on our relevant careers, our families, our friends and what time is left in our day for our cherished hobbies. Our transactional DNA has digitally evolved; our personal and business fabrics of engagements have morphed. We keep a glowing mobile pylon at our sides 24 hours a day. Hyper-changing, short product and app life cycles have caused positive disruption, local and global opportunities, competitive danger and of course, vast confusion through our homes, businesses and mobile lives.
Creating ferly-level affinity and demand for your consumer products in direct congress with halo marketing communication initiatives is as important to your success as crafting the speeds and feeds of that product through R&D efforts. Product marketing chores are commonly known as building perception and awareness designed to create competitive preference, and profitable pull to—and at—the last three feet of the sale.
ALERT: In 2013, 44 percent of CMOs believed there was no need to align with their CIO’s (Accenture study of worldwide CMOs). Accenture’s 2014 CMO-CIO study discovers 83 percent of IT executives believe in the need to both align and interact while nearly 70 percent of CMOs now vote for the same aggressive alignment.