Insights and Ingenuity

Consumer interest is becoming more elusive in today’s marketplace as situational, economic, convenience, and other pressures factor into the purchase equation. Which would seem to imply that businesses have to be not only intelligent and intentional with their communication and engagement strategies, but also well informed. And in turn, inform their customers with a degree of transparency that acknowledges purchase –and certainly repeat purchase–is an end achieved through relationship-building.

In a time and space when information is readily at our fingertips and on our phones, messages are spread in seconds and in 140-character slices.

Consumer mistrust of corporate communications is high. Peer-to-peer relationships are flourishing. People are desperate for reasons to believe and leaders to follow. We have a deep-seated need to believe that good will prevail.

Companies can elect to rally the masses and speak with them in ways and with messages that comfort and inspire. Or companies can elect status quo (last year’s plan) and slowly, surely watch their customers defect.

Here’s a little diddy about Heather Rast.

What do Jackie O and Pepsi Max have in common? Absolutely nothing.

Sell it and they will come. Um, pass, thanks just the same.

Self-centered companies operating on tired principals where the consumer is excluded from the go-to-market strategy will soon find themselves obsolete.