Tag Archives: brand experience

Learn from Your Best Customer Experiences and Improve Your Business

21 Nov
Nordies Sign

Nordstrom will Celebrate the Christmas Season AFTER Thanksgiving

by Susan Lowe

Happy Thanksgiving Week!  I planned to share some air travel stories with you on this blog.  I was certain that I would have some good (hopefully not bad) customer experiences to share from my travels back east.  But, something happened the other day that I had to share .

While shopping and getting ready for my trip, I stopped by Nordstrom.  Yes, I’m a Nordstrom Facebook Fan.  On my way in to the store, I noticed an interesting sign in their window.  The sign says Nordstrom won’t be ‘decking their halls’ until Friday, November 25th because they like the idea of celebrating one holiday at a time.

In the great Nordstrom fashion, the company decided not to put up holiday decorations until after Thanksgiving.  Yes, after Thanksgiving. This is big news.   If asked most shoppers don’t like the idea of beginning the Christmas season right after Halloween.  Yet, retailers continue putting decorations up that early year after year.

Why did Nordstrom decide to wait on the garland?  They listen to their customers. Nordstrom is one of the best at delivering great customer experiences and delivering what their customers want.  We can learn from Nordstrom and others who make it their best practice to listen to customers and then incorporate the best of these great customer experiences into our own business practices.

Thank you, Nordstrom.
Share your Holiday shopping Best Customer Experiences by commenting to the blog.

Effective Advertising or Just More Noise?

24 Oct

By Susan Lowe

It’s difficult not to notice that over the past few years, advertising has become a part of sportscasting -what I call ‘advercasting’.  Limited only by the imagination of an advertiser, brand names sponsor just about any kind of play during sporting events especially baseball games.

This past season brands have sponsored steals at second base, the drive of the game, player of the game, pitching changes, game summary, the play of the game, replays, call to the bullpen and more. Many of these brand advertisements are announced repeatedly during the game. A viewer might hear 20-30 of these in a typical broadcast.

During some recent NHL games, the sponsor’s message was part of the sports commentary on improving team performance.  After a tough play ended, the commentator announced  “the team needs to perform like a (luxury brand name) automobile performs.”   The following game the commentator announced  “the team should turn their heads like people turn their heads when they see the (luxury brand name) automobile.”  

More and more brand names are being ‘plugged-in’ to the dialogue of a sportscast. As viewers are recording games and fast forwarding through commercials thanks to DVRs (digital video recorders), advertisers must find new ways to reach their audience.  Advertisers know that when placed directly into the sportscast, viewers cannot avoid the ad-else they miss the actual game.

In my opinion, the number of brands and brand sponsored plays in sports (particularly baseball) today is excessive and this number continues to increase.   With so many brands vying for viewers’ attention during a game, advertisers have some fundamental questions to answer.  Is this kind of advertising effective?  Is it resulting in the intended response to the brand?  Do viewers find the message credible? Or is it just more noise that the viewer is tuning out (broadcast spam)?

Make an Emotional Connection with Your Customer

17 Oct

By Susan Lowe

Recently, I received an email from Larry Baer, the President and COO of the World Champion San Francisco Giants.  Ok, the email also went out to millions of other Giants fans but, it felt personal.

Larry Baer’s letter was heartfelt.  It reached out and grabbed at my emotions. As I read, I felt the incredible excitement of last year’s season and the World Series Championship win – the anticipation of doing it again this year -Saturday afternoons watching the Giants play at one of the most beautiful major league baseball parks. And I felt the disappointment of this year’s season that started with Buster Posey’s horrible injury.

The letter connected on an emotional level and brought Giants Fans together one last time this season. It is an example of great marketing that reinforces the Giants brand and fan loyalty. This was a season ending that didn’t meet expectations making it all the more important to reach out to the fans on a deeper emotional level.  In the book, The Marketing Power of Emotion, the author, Nicholas J. O’Shaughnessy states “Emotion is the adhesive that, when mixed with trust, equals loyalty.”  In his letter to the fans, Larry Baer provided that adhesive.

The take-away here is find ways to connect with your customers’ emotions.  Brand loyalty is more than providing great products or services at the right price.  There are almost always emotional factors in a buyer’s decision. You need to determine what emotions you want your product or service  to evoke with your customers and then incorporate these into your branding strategy and messaging.

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