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Marketing Tactics

Fashioning a Memorable Retail Experience that People will Share

Building a retail brand that promotes a true sense of community requires an investment in the customer experience beyond optimising a handful of social media accounts.

David Rekuc

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Retail-experiences

For nearly 10 years, social media has been in the spotlight and, at the same time, a thorn in the side of many companies. Retailers in particular are constantly reminded of social media’s influence.

But instead of steeping themselves in expert tips and hacks, companies would be wise step back and remember what’s at the core of the social interaction.

Building a retail brand that promotes a true sense of community requires an investment in the customer experience beyond optimising a handful of social media accounts.

It’s about building connections through a variety of means, including interactions on the company’s website, blogs and in phone conversations or email exchanges. It happens in authentic personal interactions both before and after a purchase has made.

Social platforms are merely tools for achieving a higher goal, which is creating an engaged customer base of brand evangelists.

Related: 5 Ways to Get Unstuck in the Face of Creative Burnout

Creating connections

ModCloth, a trendy, fashion-forward women’s apparel site founded in 2002, has built an online community that includes a significant Twitter following.

“To create a true social-shopping experience, you need to trust your customers and engage them in improving your business,” ModCloth’s chief marketing officer Nancy Ramamurthi tells me in an interview. The company has credited its growth to its community engagement.

On one section of ModCloth’s website called Be the Buyer, visitors can vote on product samples that they would like the retailer to produce and sell. After selecting an item, users can then promote their choices to social-media networks with the click of a button.

By handing over some merchandising control, ModCloth makes consumers feel as if they have a vested interest in the products and by extension the brand. Plus, some will return to purchase the items that they helped choose. ModCloth smartly offers a “notify me” button that can alert a user when a sample has been picked.

The first tenet of creating a brand that people want to share with their friends is making them feel truly connected to the company. For the same reason that people support charities that they have a personal connection to, they support the companies they want to see succeed.

Related: 7 Ways to Double the Value of Your Online Business in 12 Months

Personalising interactions

Founded in 2011, StitchFix is a younger startup that provides a personal styling service for women. People visit the website, sign up for the service and fill out a style profile based on their size, budget and lifestyle.

A professional StitchFix stylist then mails out five apparel items, according to each customer’s personal preferences. The customer keeps the items she likes, pays for them and mails back the rest. 

Each item comes with professional styling tips, and theoretically the service improves as the stylist receives feedback about a customer’s preferences.

In an age when it seems every retailer is trying to automate personalisation, StitchFix takes a more back-to-basics, truly customised approach. The company’s business model relies on stylists getting to know customers over time and selecting clothes that will surprise and delight them based on their personal style.

The relationship that’s built between the stylist and customer creates a customized shopping experience that’s memorable and worth sharing with others.

“Our clients share personal information with our stylists,” Meredith Dunn, StitchFix’s vice president of client experience, tells me. “And in return our stylists are able to send [each client] pieces that fit her, flatter her body, and help her look and feel great.”

Clients have even told StitchFix stylists that they were expecting a child before sharing the news with friends and family, Dunn says. A personal connection like this can’t be replaced by a clever tweeting schedule or even amazing content. A social-media platform is sometimes the best conduit for building a relationship. But a retail relationship can – and should – live outside of social media as well.

Encouraging trust

StitchFix stylists ask customers to pin styles they like to their personal Pinterest pages. The content can come from other pinners, competitive retailers or the StitchFix site itself.

As a result, the customer can illustrate her preferences to her stylist with ease. This simplifies and improves communication between the customer and stylist. And in this way some StitchFix products gain traction on Pinterest, as a result of a consumer’s sharing (as opposed to the retailer’s).

Another major retailer, Nordstrom, has encouraged social engagement among its followers. On Nordstrom’s Pinterest pages, the company has created boards that are laser focused on specific topics, such as for shoes only or fall fashion. When customers follow a specific board, they know exactly what they’re will receive.

Building trust with customers means understanding and respecting their preferences and values. Only then might they be willing to endorse a company to their family and friends.

Addressing problems

The abundance of customer complaints posted online represents another opportunity for retailers: how they respond can inform future relationships and affect the community they’ve tried so hard to build.

Marketers and customer service representatives should consider each complaint a breach in trust. Not only is the original customer paying attention, many would-be shoppers are watching to see how the company responds. Customers must know that even if something goes wrong, the company is still on their side.

“When negative feedback is posted publicly, we respond publicly to help resolve the issue,” ModCloth’s Ramamurthi says. “This demonstrates to the customer that [his or her] voice is heard and we will do everything in our power to make the situation right.

Related: What Exactly Does Neurons and Marketing Have in Common?

This article was originally posted here on Entrepreneur.com.

David Rekuc is the marketing director at Ripen eCommerce, a full-service digital agency that specialises in building custom solutions for online retailers. Rekuc is a retail columnist at Marketing Land.

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Marketing Tactics

How Laughter Can Be Your Gateway To New Business

If you want to make sales, you need to connect with your clients. This is the secret sauce that great marketing gets right, and it has nothing to do with how big (or small) your budget is.

Mike Sharman

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marketing-secrets

Like most kids, in my final year of high school I had to make a decision about my future; make a call about my career path. My head proclaimed: ‘Law!’ My guts rebelled: ‘Acting, yeah!’

My folks shrieked: ‘Acting? Do you intend on having a mortgage in your own name in your lifetime? You’ll never be able to afford a medical aid.’ Aside, but purposefully audible: ‘He’s never going to move out of home. Is he?’

So, I made a compromise. I studied a Bachelor of Arts degree, majoring in marketing communication and when I completed that formality, I chose ‘acting, yeah!’

Google: ‘Acting school Los Angeles’.

Result: TVI Actor’s Studio just outside Hollywood, paid my deposit, packed a large, hard-coated Delsey suitcase and moved to The Valley for six months, to ensure that Future Mike couldn’t resent the decisions made by Past Mike.

Those six months comprised: Drinking sake and barbecuing with Counting Crows’ Adam Duritz while he orchestrated acoustic magic on his guitar; eating home-made chocolate chip cookies baked by the sweet hands of Teri Hatcher when Desperate Housewives was the most popular TV series on the planet; smashing Grey Goose on the rocks during road trips to Vegas, ululating: ‘The Goose is looooooooose’, with my housemate Chris; ordering Animal Style Double Doubles from In-N-Out Burger but, most importantly, falling in love with the natural narcotic of stand-up comedy.

Related: Brand And Marketing: Finding The Balance For SMEs

What. A. Rush. Pit of your stomach sickness, churning from line delivery, converting into convulsions of laughter, or the agony of the opposite side of the spectrum — the silent onstage assassination. Hopefully it’s the former.

Connecting with your clients

Stand-up and marketing are inextricably linked. This premise is how I live my career.

Every meeting is an opportunity to leverage humour in order to make an impact. Laughter is my gateway drug to new business. Also, the road to branded content creation is paved and then signposted in the fork of either ‘Emotion’ or ‘Humour’.

A decently written story — TV or YouTube commercial — with a quality DOP at the helm, accompanied by an orchestral score, can elevate a mediocre concept to Cannes Bronze status. The line between funny and farcical, however, is so fine.

Consider a comedian standing on stage at a club, squinting out into the blinding lights and judgemental faces of a multi-demographic audience, about to open his mouth and croak on stage for the very first time.

This also happens to be an analogy for the scenario facing the rookie social media community manager before he posts a hashtag-TBT, hashtag-blessed, hashtag-yawn piece of unoriginal content from a calendar, signed off by a marketing manager who doesn’t think their target market is on Twitter because they ‘definitely aren’t’.

Judy Carter, author of The Comedy Bible, simplifies the writing of comedic material into two components:

  • Premise
  • Act-out

It sounds too simplistic. It isn’t. We like to complicate things in the world and business, in particular, to make us seem more impressive, smarter, to elevate ourselves. It’s about being a big dick, or as someone far more eloquent than I described it — Ego. **Hat tip to Freud.**

Comedy and communication

Back to comedy and communication. In both settings — whether you are looking to connect with an audience in a comedy club environment or engage with a target market in your next advertising campaign — it is imperative that you determine the key insight, truth or premise of your material.

When I started doing stand-up in US venues, I would open on the topic of accents, as my accent was my obvious USP or differentiator when communicating to an American audience.

‘Hi. My name is Mike and I’m from South Africa. That’s why I have an accent. And, what’s weird about accents is chicks LOVE accents’ — truth (premise). Regardless of the background of my audience — age, sex, location, creed, or affluence — they identify with the statement that I have an accent and consciously or subconsciously they agree with my words or copy (if we are referring to a campaign).

The second part pertains to the acting-out of the funny; the crafting of the humour. This requires a slick delivery and commitment to the idea in order to generate audience laughter.

So, we have the premise, then we transition — immediately — into the act-out to connect the dots between truth and funny within the audience members’ minds. Comedy is dependent on what you first tell, then show your audience, and eventually how your performance becomes a catalyst for their own imagination to carry the chuckle to its limits. When we package these elements together, the execution becomes:

  • Premise: ‘Hi my name is Mike and I’m from South Africa. That’s why I have an accent. What’s weird about accents is chicks LOVE accents.’
  • Premise part two: ‘You can be Shrek, but if you’re packing an accent, you’re getting some ass!’

Act-out. Left hand behind head. Pelvic thrusts while speaking seductively into the microphone with a Scottish accent á la Shrek, simulating a movement synonymous with making sexy time: ‘Oooooh, that’ll do, Donkey. That’ll do.’

Related: 4 Ways To Implement Strategic Marketing Without Breaking The Bank

Finding a connection

There are few things more powerful in this world than words that disrupt the audience thought process. Donkey-ass puns, turning Shrek’s line of affirmation for Donkey — from its intended feature film usage — on its head, by making it smartly sexual; generating mass hysteria from a group of previously disconnected individuals, now connected through the universal language of laughter.

The best advertising in the world does exactly this. It takes an insight (premise) that connects with you as an individual, forces you to nod your head in agreement, and then leverages a powerfully constructed set of copy lines or imagery to emotionally move you.

Laughter, goosebumps, or the development of a lump in your throat. Effective communication is something that facilitates catching feelings. Whether you are on stage delivering lines, or at your keyboard posting snaps, tweets or status updates, every character that comprises a word of each phrase needs to be a purposeful paragraph composition — not just a tick box on a to do list of monthly KPIs.

We will delve into real experiences throughout this collection of personal anecdotes, because nothing doth a bigger dick make than an ‘expert’ who has all of the theory and none of the practice.

This article is an excerpt from The Best Dick: A Candid Account of Building a $1 million business by Mike Sharman.

Related: 4 Unique Marketing Ideas For SMEs On A Budget


Read this

the-best-dick-mike-sharman

In this his debut business book, The Best Dick, Mike Sharman invites you to share in the hustle. From the enthusiastic, entrepreneurial beginnings of a bootstrapped start-up founder — a relatively inexperienced 26-year old — to a seasoned, professional storyteller, who has built a boutique social media advertising agency that has made more brands go viral, globally, than any other studio in Africa.

Find it at all good book stores for R250.

Get your copy today

Email Tracey McDonald at tracey@ilovebooks.co.za and quote ‘Entrepreneur’ to buy your copy for R200 plus free shipping.

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Marketing Tactics

How Content Marketing Adds Real Value To Your Customers’ Lives

If you’re marketing on a budget, content marketing is a great way to reach your audience, add real value and gain brand traction – without breaking the bank.

Greg Tinkler

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content-marketing

Content marketing is a relatively new type of marketing that most businesses are still trying to get their heads around. Unlike traditional media advertising, which interrupts customers to get noticed, content marketing provides content that customers want in exchange for permission to market a product or service.

Disrupted media

There’s a saying, fish where the fish are. Marketing is the same. You need your message to appear where your audience’s attention lies. I don’t believe billboards or even TV adverts hold consumer attention anymore. People aren’t looking at billboards as they drive past; most aren’t even looking at the road, they’re so busy staring at their mobile device or listening to a podcast.

Related: Your 4-Part Formula For Creating Killer Content Marketing Videos

The traditional advertising model creates ad content that interrupts consumers. Billboards, TV commercials and radio advertisements momentarily disrupt what you actually want to be doing — watching your favourite TV show or listening to a song or chat show.

These ads don’t provide any real value to the customer and they don’t offer an immediate reason to even be viewed or engaged with. Instead, they rely on good placement, clever wording and brilliant creativity to capture your attention for a brief period of time.

The rise of content marketing

In response to these problems and restrictions, content marketing is on the rise. As a marketing alternative, it’s not only more cost effective, but it doesn’t aim to interrupt your customer. Instead, it aims to add real value to their lives and businesses by plugging directly into their interests, problems and challenges.

So how does content marketing work? Companies and marketers create content in the form of blog posts, podcast recordings, downloadable guides and infographics, video content and articles that don’t push products, but offer interesting advice, tips and opinions.

The value to consumers is provided in two ways: As educational content and as entertainment content. In both cases, access to this content is free, heightening its value.

Related: 5 Reasons Your Small Business Needs Content Marketing

Get the most out of content marketing

Here are three ways to get the most out of your content marketing efforts:

  1. Provide content that your customers want. Don’t make the mistake of writing your blog posts about your business. Lesson number one is that people don’t care about your business. Provide valuable content that customers want and need in exchange for their attention. This content can be educational or entertaining. It can be a ‘How to Guide’, an in-depth stats-driven article or an entertaining video. Just make sure it’s about them, and not you.
  2. Focus on content for the customer’s benefit and only occasionally promote or push your product. This is the rule most brands and companies struggle to understand. If you’re going to provide value to your customers, you need to mostly write content for the customer’s benefit and only occasionally promote your products within the content. People are interested in articles and posts that benefit them, not ad posts touting how awesome your products are. Give your customers content that they want, and nine times out of ten you’ll be rewarded with engaged and targeted audiences.
  3. Write cornerstone content. Cornerstone content is content that can be easily found by your ideal customers. It’s content that provides incredible value to customers over a long period of time. How-To Guides, resources, 101 content and instructional videos all fall into this category. It should be content that customers can refer back to, and which has a long lifespan. This also immediately increases the ROI of your content production, as you only need to create the content once, but it will continue to bring returns.

Bringing it all together

As you make your final marketing push for the year and gear up for next year, make sure content marketing forms a vital part of your strategy. Learn to write engaging blog posts, invest in a podcast setup and push video content. No one is expecting your content to be perfect — you are the expert in your area, and have great advice to share. That’s what will keep your audience engaged and coming back for more.

Just remember that this is a long play. Success won’t happen overnight. It takes time to build momentum — but over time, you will notice increased traffic, more leads and more sales.


Getting Started

  • Do you know what your clients are interested in, concerned with or challenged by?
  • Are you offering advice, tips or opinions that tap into these areas?
  • Does your content mostly focus on your clients and not you?

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Marketing Tactics

4 Ways To Implement Strategic Marketing Without Breaking The Bank

Marketing your start-up is all about the right strategies, not how much money you spend. You need to build your reputation from the ground up. Here’s how you can get started.

Mongezi Mtati

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Strategic marketing

Building a fledgling business is as much about increasing your client base as it is about building a positive reputation around the business and its expertise. Many experts and seasoned entrepreneurs argue that clients buy from people they trust and building that trust hinges on various parameters.

Take Steve Jobs, Wendy Luhabe, Richard Branson and many other leading business minds whose brands are built on years of credibility and trust. The truth is that equal attention needs to be given to great products and building trust within your client base.

Here are five skills that we’ve used to build our reputation at WordStart.

1Sharpen your writing skills for media and general communication

Create media coverage. Write on a company platform (like a blog) or for established media outlets. This will position you and your business in ways that get people to listen and share your knowledge.

Having your name next to an article on a respected platform can lead to useful connections with relevant contacts. A series of media features and industry commentary also help to position your business and team as experts in your field.

2Share industry trends

People will generally do research in and around an industry to find insights and trends, sometimes before they buy anything in that industry — and even afterwards. When I search for information on photography, Canon appears more than any other brand and they tend to set the scene on which device to buy.

Imagine your business is construction and that homeowners endorse your skills as a home improvement specialist. Packaging your knowledge into industry trends is also a great way to use your own lessons about the industry as you grow and it also helps you to connect with potential customers. Useful information with your name on it can increase your sales and client base.

3Edit. Edit. Edit

back-space

Something that cannot be stressed enough is that your writing in client documents can tarnish your brand. Many businesses tend to overlook the importance of grammar in their documents.

It can be difficult to reread and rewrite documents that you use in the business, but that is precisely what can lead to the loss of new and existing business.

Pay attention to how your business uses language and edit that work. When in doubt, read it again and be sure that nothing was missed. 

4Practice public speaking and search for opportunities

After you have written for various publications, you increase the likelihood of being invited to speak at conferences and seminars, which means that people put a face and voice to the written expertise. In some instances, the speaking engagements can be paid for by conference organisers which can be an additional revenue stream.

Public speaking, especially industry-related speaking, will increase the likelihood of selling more products or services and this will separate you from the competition. By increasing the trust customers have in you, you can improve the likelihood of them buying from you.

Once a business is positioned as a team of experts with the ability to speak for their industry, opportunities open up for that business to create unique content. Industry leaders who are able to help the public to connect the dots through the information they share are regularly on guest lists.

Is there anything you can share that your industry peers and the public may find eye-opening? There may be a conference organiser looking for you.

5Educate the market and build a client base

One of the advantages of being part of an industry is that you have inside information that the general public does not have. This presents an opportunity for you and your business to become a self-nominated industry mouthpiece.

When an individual and business share news about an industry, they can create a new client base because the public associates them with that information.

One of the best cases in South Africa is Discovery’s Vitality rewards programme, where you earn points for being healthy. This does not mean that Momentum, Bonitas, Sanlam, Sizwe and other players do not have similar or even better offerings. Vitality is more visible and more vocal about the fact that leading a healthier life can get you rewards.


A great reputation may lead to positive word-of-mouth for your business and increased sales over a longer period than a single marketing message.

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