Embracing the Open Pet Pharmaceutical Transition
The battle for pet pharmaceutical sales has grown to a point where brick-and-mortar retailers and Internet/mail order retailers accounted for a combined 42% of the nearly $8 billion in national pet medication sales in 2014 according to a report by the market research firm, Packaged Facts. The same report forecasts that pet pharmaceuticals will be one of the highest growth areas of pet retailing over the next 10 years due to increased over-the-counter drugs and interest by chain retailers.
Adding a Digital Presence to Your Physical Presence at Conferences
The conference season is right around the corner. Conferences are incredibly valuable as they enable brands to drive highly engaging connections to a very targeted and captive audience. According to Forrester Research, trade shows and events are the second most effective tactic in the marketing mix, after the company’s website.¹ But just having a booth and being present at these conferences isn’t enough when you’re up against a sea of competitors all vying for the same eyeballs.
The Untapped Fiber Customer: Shopping in the Middle
Our survey of nearly a thousand US home internet customers revealed that over 62% of both mid- and fiber-tier respondents are most influenced by an internet provider’s reputation when considering switching their service.
The Untapped Fiber Customer: Frustrations in the Middle
Your internet customers aren’t as loyal as you’d think. In fact, according to our March survey of nearly a thousand US home-internet customers, 22% of mid-tier and fiber-tier respondents would seriously consider switching providers if they experienced three to five buffering or lagging issues in a span of one week.
The Untapped Fiber Customer: Behaviors in the Middle
Based on a survey of nearly a thousand internet customers, more than 70% of mid- and fiber-tier respondents described their residence as a freestanding home. Just over 80% of mid- and fiber-tier respondents share their home internet with at least one other person (this number drops significantly for the basic tier).
Odds are likely that they are sharing service with a roommate or significant other, but what about kids? Only around one third of mid-tier respondents have at least one child under 18 in their household, compared to nearly half of all fiber-tier respondents.
The Untapped Fiber Customer: Confusion in the Middle
Just under 80% of both mid- and fiber-tier respondents believe that their home internet service is a “basic amenity,” viewed on par with running water or electricity. From smart televisions to smart thermostats, the number of household electronics that require an internet connection is growing. Marketing fiber as a “convenience” could be deterring customers who are on the fence about upgrading.
You Want Your Agency to Make You Nervous
Marketing your company, or its products or services, can be a stressful job. There is a lot at stake, and every move you make as a marketer is scrutinized by, well, everyone. It’s a natural tendency to want to please everyone and play it safe when it comes to messaging, advertising, web content and anything else used to communicate with your audiences. But the truth is you need to fight that human tendency to be “normal.”
Why Customer Service is Really a Part of Your Marketing Team
Most of us have had an experience at some point or another when a brand’s customer service has wowed us and turned a negative experience into a positive one. For me, a standout was the time I was rush-shipped a new sound machine for our infant daughter after it suddenly stopped working in the middle of the night. While this was by no means a life-saving device, to a sleep-deprived new mother whose future nights’ sleep depended on it, it was pretty darn close, and I appreciated that the customer service rep shared my sense of urgency.
Transforming a Telco Brand at Gigabit Speed
Reimagining brand stories. Creating relevant communication plans. Intersecting with customers in digital and purposeful media. These components help Trone Brand Energy craft insightful messages that will convert telecom prospects into customers and customers into advocates. We have found that telecom customers want stellar local customer service, from a company that has superior technology and expertise. This is a competitive industry and local telecoms have to take on the big industry leaders such as AT&T®, DirectTV® and Time Warner Cable®. Through our insights and planning process we create acquisition and retention plans that outsmart, not outspend, the industry giants. Our journey moving a brand from telephone company to fiber provider is documented in this infographic.
A telecommunications company’s biggest asset? Communicating their brand story.
Storytelling is an attainable marketing strategy for companies of any size, even the most hyperlocal. Because a compelling brand narrative is built on the strength of imagination and creativity—not wallet size. Local and regional telecom brands may find it seemingly impossible to compete with monstrous industry leaders like AT&T® and DirectTV®. But through strategic brand storytelling, the difference in marketing capabilities of large and small providers begins to dissolve. In fact, the smaller guys just may end up with the upper hand.
But how? It all starts with a story.