Our objective is to set our brand out there, to have the customer try something new and to have an experience that they would tell there friends about. We want to have good constant customers that will buy our product no matter how well off they are, this product is for the poor and rich, we don't discriminate.
You don't spend ten years appealing to middle-aged women and then suddenly turn around and start trying to connect with 25-year-old women. You're almost certainly going to alienate the people who have an investment in your brand, and there's no guarantee you're going to be successful with the new group.
– Kevin Lane Keller, US academic
In order to have constant customers you need to have a way to get out there to the customers, with that we have a blog, twitter (to get out there to the people), and facebook. This will show the people that we are also people and want them to feel comfortable and safe with us and our product.
The secret to successful communication is about saying the right thing in the right way in the right place and moment. However, the opportunities to do it right (and wrong) increase dramatically in the more complex and individualistic world.
– Sue Elms, evp/head of global brands, Millward Brown
We can't buy fans and we can't schedule our commercials into the consciousness of our fans. Rather, we must speak with clear intent and respect the boundaries of the relationship.
– Judy Franks, The Marketing Democracy
http://www.warc.com/Pages/NewsAndOpinion/Quotebank.aspx?Category=Marketing
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