Marketing is Everywhere!

Today we’re talking about respecting your customers in an authentic way by looking at YouTube sensations, Dude Perfect.

Authentic is a word that gets thrown around a lot in marketing circles. Be who you are and people will respect you. Don’t talk from a brand, talk from a person. Don’t hide your mistakes. All of this is good advice. But it only works if you are conscious of how who you are impacts your customers.

Here are two quick stories that sold me on the DP guys being consciously authentic and how it builds fans for life.

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Brand extension is hard.  By brand extension I don’t just mean adding a second or third product or offering to your business that is an obvious choice. I mean venturing into territory that is a little but different than what you are already known for.

One the one hand, it creates an opportunity to increase your revenue by selling more to your existing customers.

On the other hand, you may be risking whatever good will  - or brand equity - you have developed in the minds of your customers by trying to sell them something they don’t want, or at least don’t want from you.

Unfortunately, when this is done poorly, it can lead to confusion or even sink a business completely.

On this episode I look at 2 examples of brand extension in the food industry. One that failed and one that has been a success.

The Diner at Bagels By Us and Phantom Gourmet food and beverage festivals.

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When you think of companies that are amazing at up-selling customers, you probably don't think of a kids activity. But in all my years of marketing, no one has a more effective up-sell than Elite Freestyle Karate. Learn how they do it!

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Today I'm talking about awesome email marketing from Allagash Brewing.

I love beer. I mean really love it. IPAs, double IPAs, wheat beers, lagers. The stronger the better.

And yet I know way less than you’d imagine about the actual differences between the different styles and the details of how they are made.  Which is painfully clear whenever I get into a conversation with a fellow beer connoisseur because I do a lot of faking and nodding and smiling.

That’s why I love the approach that Allagash Brewing has been taking with their email marketing over the past few months. Listen to hear how they are taking me from beer lover to beer expert.

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