A new corporate brand campaign for MGM Resorts International has a hidden benefit.
It helps translate and demonstrate what some business leaders consider “mumbo jumbo.” That would be marketing cornerstones such as branding, positioning and customer experience.
These critical building blocks, and others, are like oxygen to marketers and business leaders who believe in the power of smart, disciplined marketing to help build and grow profitable businesses, and keep them relevant.
But, not everyone is a believer, and not all practitioners have instilled confidence.
Credit: MGM Resorts International.
So, particularly for the marketing skeptics, this new MGM marketing is instructive. It’s strong, bold marketing that grabs attention. And seemingly has a chance to be effective.* Continue reading
Print is still powerful – if used correctly.
Want proof? Check out the latest issue of Wegmans Menu Magazine.
The well-regarded Rochester, NY grocer publishes an attention-getting, glossy magazine chock full of beautiful photography and enticing recipes. Even non-cooks may be motivated to shop and then head to their kitchens.
Menu Magazine came to my attention via a family member, who recently signed-up for a Shoppers Club loyalty card in advance of a new store opening next week. The magazine was mailed to the home.
After perusing the magazine, I can share three marketing observations:
▶ Make content for the customer. The value and utility of Menu Magazine – products and recipes that make you want to buy – is what hooks the shopper. Of course Wegmans is selling (they are entitled), yet they achieve a business objective by putting the customer first. The magazine’s content makes the reader want to shop, cook and eat. Continue reading
It’s an increasing challenge. Where do business teams get the content to fuel their content-driven marketing?
Part of the answer is that great content can come from unexpected places.
To begin, ensure that your content fits your overall marketing and specific content strategies. That requires you to do your homework.
From there, keep these five guide rails in mind. They’ll help you to be meaningful to, and resonate with, customers and key constituents:
- Be genuine
- Be authentic
- Be relatable
- Place your content in the right context
- Communicate at the appropriate time
Credit: Allen Edmonds. Father’s Day 2017 catalog.
As an example, consider the CEO who wrote about walking his daughter down the marriage aisle, and even posted a picture, in a Father’s Day product catalog. Continue reading
What the heck is going on in the business world?
Judging by all the negative stories, one would think that a plague of incompetence has afflicted commercial teams across the country.
However, beyond the obvious blunders (e.g., United and airport security personnel), some of the backlash is a bit perplexing.
Are corporations and their marketing teams failing at higher rates or is something else going on?
I suggest the latter. That’s partly because social media has, for better and for worse, totally disrupted the way so many now get and process their information.
It’s hard to create good customer experience when sales teams are not aligned and compete against themselves.
When customer-facing personnel from the same organization, including across different divisions, are not integrated, customer experience is likely to suffer. It may go unrecognized, but eventually the ultimate one suffering is the company itself, with lost sales.
Poor integration, combined with lax management, can cause the classic “left hand, right hand what the heck is going on syndrome.” And the terrible question: Who’s managing the customer touchpoints?
Thanks to Cision and PR Newswire, I’m such a victim. Good news, though. It’s a mild case and I’ll be fine. Continue reading