Does your brand make an emotional connection with your customers?

Does your brand make an emotional connection with your customers?

Does it? Do you know? Have you asked your customers? Chipotle makes an emotional connection with me by consistently serving me great tasting, healthy food that I'm not allergic to. I have alot of allergies and have beeen eating burrito bowls at Chipotle for lunch almost everyday for the past six years. When I travel, I try to stay in hotels withi...

Tom Smith

Tom Smith

5 Ways to Accelerate Sales With Consumer Insights

Thanks to Cvent for their white paper "5 Steps to Driving Sales with Customer Insights." There are proven strategies to ensure the success of your voice of the customer (VOC) program: 1) identify what matters most to customers; 2) facilitate better business decision-making; and, 3) drive revenue. Here are the five ways to accelerate sales with cons...

Tom Smith

Tom Smith

10 Ways to Write Simply to Accelerate Sales

As I create and edit more content for my business and clients, I notice people getting away from writing as concisely and as simply as possible. I recently heard Dan Zarella, the social media strategist and author of "The Science of Retweets," say that blog posts, ebooks and tweets written at a fifth grade level will be forwarded many times more of...

Tom Smith

Tom Smith

Using Consumer Insights to Change the Perceptions of a Bank

In its prime, Wachovia Bank was in a neck and neck battle with Nations Bank, now Bank of America, and First Union for market share in North Carolina. Based on a lot of qualitative research, we had significant consumer insights that told us Wachovia was seen as the "old money" bank for wealthy North Carolinians. Nations Bank was perceived as the ag...

Tom Smith

Tom Smith

10 Ways To Get Consumer Insights Even If You’re Using Big Data

>The current issue of Marketing News is entitled "Incomplete Insights" because, as I've said many time in the past, even good consumer data will not the most accurate picture of the consumer. Consumers make decisions based on emotion and then rationalize their decision after the fact. Big data provides a lot of information on the purchase, and wha...

Tom Smith

Tom Smith

15 Insights From Seth Godin to Accelerate Sales

Another great webinar courtesy of Vocus (#vocuswebinar) by Seth Godin (@sethgodin) entitled "No Secrets. No Shortcuts." Implicit in the title is there is no silver bullet, there are no secrets and there are no short cuts to successfully developing, marketing or acclerating sales of a product of service. You must create a product or service that has...

Tom Smith

Tom Smith

10 Ways to Use Social Media to Accelerate Sales

Thanks to Eloqua and their "Grande Guide to the Social CMO" for the following to which I've added my thoughts. Do's: 1. Listen. Social media offers a unique window into the lives of colleagues, customers and influencers, but only if you don't "talk over" the opportunity. Adhering to a "listen first" philosophy will help you gain valuable insights ...

Tom Smith

Tom Smith

Listen for Consumer Insights to Accelerate Sales

I was having lunch with a colleague the other day and explaining how I obtain consumer insights from respondents. In the case of insurance agents, I asked them to take me through the process of finding a lead, scheduling an appointment, the appointment itself and how they closed. Since the agents knew I had never sold insurance, they were very pre...

Tom Smith

Tom Smith

6 Ways to Improve Loyalty and Retention to Accelerate Sales

There has been a lot written recently about the decline in loyalty and the increase in price sensitivity among customers. Ultimately, if a customer doesn't have an emotional connection to a product or service provider, there will not be any loyalty -- regardless of how many points the customer has accrued. Here are six ways companies can improve c...

Tom Smith

Tom Smith

Consumer Insights From the Sales Channel Accelerate Sales

Usually when I say "consumer insights," people think I'm talking about the end-user consumer of a packaged goods product. The following is not about end-users of a consumer product, it's about pool and spa equipment dealers. Most homeowners with swimming pools have no clue as to the brand of pump, heater or filter they have on their pool -- they ...

Tom Smith

Tom Smith