Do Your Customers Think Your Brand is Authentic?

On this week’s show, Ilyce and John talk about Cohn & Wolfe’s Authentic 100 survey, a global survey of more than 12,000 people. The survey, now in it’s fourth year, asks consumers around the world which brands are truly authentic and why they are authentic.

The survey indicates that the more authentic your brand is, the more successful it will be. As a marketer or CEO, you have to ask if your brand is considered authentic by your customers.  Is your lack of authenticity holding your company back?

Listen to this episode of Monday Morning Marketing to learn whether John and Ilyce think brand authenticity is worth it and what you can do to enhance the trust factor. (End of Show Bonus – Find out which political candidate they think is the most authentic!)

We’d love to hear your feedback, so be sure to leave comments and find us on Twitter, Facebook and LinkedIn and check out our companies (and brands) online:

Content Marketing – Owning The Customer Experience

In this week’s edition of Monday Morning MarketingJohn and Ilyce discuss the steps necessary to successfully own the customer experience from end-to-end:

1. How do you build for the future before it hits? How do you help your customers envision and understand what is the future for their brand?

2. You can’t keep your marketing plans static. John says, it’s the Marketer’s Angst. There are all sorts of ways to market a company brand. But you have to plan for the future, which is more like a gamble. You may be wrong, and you’ll have to plan for that eventuality as well.

3. How do you market without middlemen? Ilyce says the great promise of the Internet was the end of middlemen (or women, not to be sexist). The Internet allows some control of end-to-end marketing, but not everything. It’s also industry dependent. In real estate, you’ve got real estate agents. Will Zillow move in and take over that role? Even technology can function as a middleman and cause all sorts of unique issues. And, that’s how you get back to building for the future before it hits.

4. Eighty-six percent of CMOs believe they’ll own the end-to-end customer experience within a few years. Are they deluding themselves?

5. Continue to test your assumptions. Marketing is a constant cycle and your brand is something you must always work to improve. As John and Ilyce discuss, “a brand itself can’t save a business but a bad brand can sure kill a business”.

John is at a legal marketing conference this week, so be sure to tune in to get the latest, greatest ideas for professional service company marketing tips and tricks on next week’s show.

We’d love to hear your feedback, so be sure to leave comments and find us on Twitter, Facebook, G+ and check out our companies (and brands) online:

@Glink – Think Glink Media  and IlyceGlink.com

@johnmbyrne – Glencoe Media Group

You can click the audio link below, or download the show via iTunes:

 

The Best Content Marketing Tips and Tricks

What is content marketing? What are the different types of content you can use? Where do you use different sorts of content, and how do you make it most effective?

In this week’s edition of Monday Morning Marketing, John and Ilyce discuss how to choose and deploy specific types of content based on the needs that you have or the problems you’re trying to solve. Want to drive thought leadership? Use blogs. Want to drive it on a B2B level? LinkedIn is your space. Want to sell actual products? Images and videos are a must. 

But how do you decide what you should be talking about? Ilyce and John discuss how to take yourself outside of your own head and think about what your customers want to hear. 

Marketing is about selling the benefit of the product in addition to the product itself. Content marketing pushes the marketing agenda of a product without a direct sales pitch. Shows like the Auto Show and the International Home and Housewares Show #IHHS2016 do it in an experiential way. Looking forward, will virtual reality take it even further?

Finally, Ilyce and John dip back into politics, discussing an interesting story from Fast Company. Tune in to hear about how candidates are using backend market research for campaign strategy. 

Thanks for listening! We’d love to hear your feedback, so be sure to leave comments and find us on Twitter, Facebook, G+ and check out our companies (and brands) online:

@GlinkThink Glink Media  and IlyceGlink.com

@johnmbyrne – Glencoe Media Group

You can click the audio link below, or download the show via iTunes

5 Steps for Reengineering Your Brand

In this week’s edition of Monday Morning Marketing, John and Ilyce discuss the steps necessary to successfully reengineer your brand:

1. Figure out what your brand stands for. Distance yourself from your personal feelings and try to understand how your company is perceived by your customers and prospects.

2. Research about your brand. What are insights you can gather from Yelp!, PowerReviews, social media, email marketing and other feedback mediums? This research should test your assumptions about the brand. Are you happy with the dialogue surrounding your brand? 

3. Hash out goals for your company. Think big picture – what do you want to accomplish other than just an increase in sales? What do you want to be as a business and how do you want to accomplish that? 

4. Differentiate your brand. Take the insights you have gathered and leverage them to take your brand to the next level. 

5. Continue to test your assumptions. Marketing is a constant cycle and your brand is something you must always work to improve. As John and Ilyce discuss, “a brand itself can’t save a business but a bad brand can sure kill a business”. 

What happened at the Oscars?

Ilyce and John discuss the politics and marketing surrounding the Oscars. For the most part, the Oscars get a resounding “meh.” The one bright spot? Lady Gaga’s emotional performance and message. 

As always, thanks for listening and make sure to join us next week as we discuss the Harvard Business Review and marketing in the age of social media. 

We’d love to hear your feedback, so be sure to leave comments and find us on Twitter, Facebook, G+ and check out our companies (and brands) online:

@GlinkThink Glink Media  and IlyceGlink.com

@johnmbyrne – Glencoe Media Group

Thanks for listening!

You can click the audio link below, or download the show via iTunes

Top 10 Marketing Mistakes

In this week’s edition of Monday Morning Marketing, John and Ilyce discuss the top 10 marketing mistakes businesses often make.

The biggest mistake marketers often make is not knowing who the audience is. Figuring out who is the audience (or even a niche audience) is an important first step for any successful marketing campaign.

You’ve got to figure out who is your target demographic. Go deep into your customer profiles, which involve knowing the age, income level, location and gender of your customer. You can’t expect to maximize your sales if you don’t know who’s buying. 

Another common mistake many businesses tend to make is marketing to the mirror. In other words, a marketing executive (or business owner) will often believe that if it happens to them, it’s the same for all of their customers. Not only are you marketing with bias, you could be making a very serious and expensive mistake.

Another mistake is what John likes to call “Random Acts of Marketing.” Ilyce and John believe that marketing should be a strategic process rather than a random attempt to capture publicity.

Know the five “Ws” as well as the how of your marketing plan before you execute. Hiring a marketing firm might make sense depending on the needs of your company and how much you’re willing to spend.

For more insight into the top 10 marketing mistakes businesses make, check out this week’s edition of Monday Morning Marketing. 

Finally, Ilyce and John get back to politics, specifically Jeb Bush’s failure to thrive as a candidate. Jeb’s campaign didn’t renew the URL JebBush.com, allowing the Trump campaign to buy the domain name. They also look at how much it cost per vote, which is a great lesson for all marketers on ROI.

As always, thanks for listening. We’d love to hear your feedback, so be sure to leave comments and find us on Twitter, Facebook, G+ and check out our companies (and brands) online:

@GlinkThink Glink Media  and IlyceGlink.com

@johnmbyrne – Glencoe Media Group

Thanks for listening!

You can click the audio link below, or download the show via iTunes