by Miriam Hara | Oct 8, 2024 | Branding, Business Success
So You’re a Market Leader
As a brand manager, it’s easy to become comfortable when your brand is riding high on a wave of loyalty with the market share and sales to prove it. But here’s the truth: brand loyalty isn’t a given and it isn’t easily earned either. Sometimes based on market conditions, being the market leader doesn’t always translate into true brand loyalty. Regardless, it’s certainly not something that remains static.
Brand loyalty doesn’t come about simply because your brand is out there – and I would go even further to say – if you’re the only one out there.
A brand loyal customer base is the result of constant nurturing, respect, and—most importantly—consistent evolution. Your customers may love you today, but if you don’t continue to invest in that relationship, tomorrow’s landscape could look very different.
Why Complacency is the Enemy of Loyalty
I have always maintained that brand is a living organism. It must evolve and grow. When a brand reaches a certain level of success, there’s a temptation to pull back, thinking the hard work is over. However, like brand, brand loyalty is a living, breathing thing. It needs attention, care, and—yes—respect.
Consumers want to feel valued, and part of that value comes from knowing the brand they’re committed to is committed to them… and is in constant improving and growing mode.
Ignoring the need for continuous investment and evolution sends the wrong message to your consumer base: “We’ve done enough.” Even if you are a brand staple, there are ways for your brand to become more than that. Consumers need to know that you’ve got their back… that your mission is always to serve up things that make their lives, easier, better, warmer, happier and effortless.
And if that’s not enough of an incentive to keep investing and growing, remember that no market is foolproof, you can count on market dynamics shifting, and competitors are always ready to pounce, when they see an opening to just nudge it and take a little bite out of your loyal following.
Loyalty is More Than a Transaction—It’s Validation
I’ve mentioned it before, even if your brand is a market leader, it’s not enough to simply assume that dominance guarantees loyalty. Consumers want to feel validated in their choice of brand, especially when they’ve been loyal for years. It’s about recognizing their support and providing them with reassurance that they’ve made the right decision. This means brand managers needs to continuously invest in their brand to maintain a constant relationship with their customer base.
The Investment That Keeps Giving
Consistent investment, whether in marketing, customer experience, or product innovation, is key to maintaining your brand’s place in the hearts and minds of your customers. This investment can take many forms. It can be through new product innovations or offerings, exclusive offers other than rebates or coupons. The investment must reinforce the values that drew consumers to your brand in the first place. It can take the form of usage tips, how to, DIY or entering in a fun contest, information that is authentic and true to the brand persona.
Your consumers are your best brand ambassadors, but they need to be reassured that their advocacy is well-placed.
By continuing to engage with your audience and offering them these reminders, you’re not just thanking them—you’re reinforcing the connection and giving them reasons to keep choosing you.
Showing Respect is Powerful
Staying relevant by evolving is one of the most powerful ways for a brand to show respect. It demonstrates to brand loyalists that their loyalty is being recognized and isn’t being taken for granted. Whether it’s adapting your messaging, launching new products, or updating your brand identity to better reflect today’s cultural landscape, keeping things fresh demonstrates to your customers that you’re in it for the long haul—just like they are.
At the end of the day, it all comes down to this. When a brand understands the ongoing relationship it needs to have with its consumer base, it doesn’t just keep them—it keeps growing alongside them.
by Miriam Hara | Aug 27, 2024 | Agency, Business Success
The Agency-Client Romance: The Unrequited Love Story
In the bustling city of creativity, nestled not far from the skyscrapers of innovation, there lies a humble agency, 3H, with a heart as big as its ideas, in a place brimming with inspiration. This agency has been tirelessly pursuing ‘the client’ they believed was its perfect match. This is their story.
Love at First Sight
From the moment we first saw your brand in the marketplace, we knew there was something special about you. Your potential, your vision, your passion for making a mark in the industry—it all resonated with us deeply. We imagined the beautiful campaigns we could create together, the stories we could tell, the brand we could build.
The Courtship
We’ve tried everything to catch your attention via LinkedIn, Instagram and other social platforms. We’ve sponsored events in the hopes to meet you and connect with you…to no avail. We would gladly send flowers in the form of meticulously crafted proposals, each one more thoughtful than the last. If only you would call and ask… Alas,here we are, waiting.
The Pursuit (The Wooing)
You see our creativity on our site and in our intent to woo you. We prove time and again that our creative prowess is second to none. At our core, we are versatile and agile marketers just like you. We’ve been in your shoes. We understand your concerns, challenges, goals you face every day. And we are very responsive. We whisper sweet nothings of strategic insights and innovative ideas. We hope not only to pique your interest but to excite and inspire you!
“We are the creative marketing house you’ve been searching for.” “Why not us?” we ask, our voices still full of hope. “We are exactly what you need.”
The Devotion
Our commitment to winning your heart has never wavered. We stand by, ready to go to bat for you, to fight for your brand as if it were our own, because it does become that. We offer you undying support, unwavering dedication, and a partnership built on mutual respect and understanding. What more can we do?
We’re right here, available for you at the drop of a hat. You can see us, face to face ‘with yummy pastries to share’ or via Zoom because we understand how busy you are. We’re always here for you, always supportive, always ready for the next mandate.
We’ll always have your back and you do know that for sure as our reputation precedes us. Who you see on our profile is who you get — our photos are all up to date. There’s no bait and switch with us — when we start a relationship with you, we’re all in, nurturing it and watching it grow.
The Heartbreak
Despite our best efforts, the reality is that our love has remained unrequited. As we watch from afar while you entertain other suitors and explore other possibilities, each time we see you with another agency, our hearts break a little more.
And so, here we are, still waiting. We remain hopeful, convinced that one day you would see the potential of what we could create together. Our love for your brand is unwavering, our dedication unyielding. We remain ready to sweep you off your feet, to show you that we are the agency you’ve been searching for all along.
Why not us? We are truly what you need.
The best love stories are built on trust, commitment, and a shared vision. Let’s create a story for the ages, together. Contact us today and discover how 3H can be the perfect partner for your brand’s journey.
The End
by Tara Ford | Jul 24, 2024 | Advertising, Branding, Business Success, Marketing
Sustainable Swagger: The Future of Eco-Friendly Branding
Sustainability in branding may have begun as an eco-chic trend that had all the ‘cool kids’ bandwagon jumping, but it has most definitely evolved into an essential element of modern branding. Embracing eco-friendly practices improves the image of a brand and it gives it a leg-up with the growing segment of environmentally conscious customers. There are a smorgasbord of current trends and strategies for incorporating sustainability into your brand, here are a few:
Attracting the Eco-Savvy Crowd
- Align with Values: Show consumers your commitment to sustainability. This becomes very attractive to those who prioritize environmental responsibility in their daily lives.
- Build Trust: Adopting and promoting sustainable practices will enhance trust and loyalty among your customers. Highlighting your commitment to sustainability will make consumers feel good about supporting the brand.
- Stand Out: The customers who put value on sustainability are very likely to share their positive experience with others. This is what a brand needs in a crowded marketplace – and eco-friendly initiatives differentiate brands.
What’s Trending Now
- Recycling Programs: The cosmetic, tech and fashion industries are just a few of the many sectors increasingly prioritizing in-store recycling initiatives.
- Zero Waste Beauty: Beauty brands are implementing programs to minimize product waste. Including sustainable packaging, refillable containers, solid products, recycling programs, natural ingredients, waste free production… and the list goes on.
- Sustainable Packaging: Many brands have shifted to reduced plastic and recyclable materials. More recently, grocery stores are adopting recyclable and compostable packaging for fresh produce and implementing recycling programs.
Prioritizing Sustainability
- Subscription Services: Refillable product subscriptions are a sustainable service being offered where customers subscribe to receive regular deliveries in refillable containers. This reduces waste and promotes sustainability.
- Empowering Customers: Products like hydration-tracking caps are becoming the latest and greatest. This is a smart device that can be attached to your reusable water bottle and track a user’s water intake. The ‘smart caps’ promote better hydration habits, and the refillable bottles promote sustainable consumer choices.
- Innovative Materials: Eco-friendly materials, such as Piñatex, are being used to create sustainable products. Piñatex is made from pineapple leaves and is an eco-friendly alternative to leather. Brands are turning to this as a sustainable option that reduces waste while supporting ethical production practices.
The Future is Green
It’s fair to say that integrating sustainability into branding strategies not only enhances brand image but also attracts ‘life-long’ loyal customers. Brands that adopt eco-friendly practices are seen in a different light by consumers and benefit from improved consumer trust. You might want to consider a team meeting to evaluate your brands current practices and make sustainable changes. Jump on the bandwagon now, it can only lead to positive impacts on your brand, your customers, and mother nature.
by Miriam Hara | Jul 9, 2024 | Business Success, Communications, Social Media
Like many social platforms, the LinkedIn social platform has evolved. It launched itself as a social platform for professionals and to a large extent it has maintained that unique edge. I would argue that LinkedIn has somewhat devolved into a professional Facebook platform, with the many animal posts, inspirational/motivational posts or even sharing family milestones. But that’s a debate for another time. I’d like to discuss why we, as professionals are on LinkedIn, and what benefits that it provides.
Regardless of how many feel some posts are inappropriate for the platform, I still feel that LinkedIn is foremost a professional platform. That is how I use it as a professional and for my company.
In today’s world of hybrid remote working habits, coupled with company cell phones, the concept of the ‘cold call’ is becoming chillingly extinct. Reaching out to potential clients and trying to connect when there is no prior personal relationship or knowledge of your company is becoming increasingly difficult. Or is it?
Essentially, there are viable options for business development. We can all raise our arms in exasperation, but that leads to nowhere. Or, professionals and businesses alike must embrace the change of today’s business world and quite frankly celebrate the opportunity!
While the conventional cold call may be going the way of the DoDo Bird…. the new way of cold calling is quite liberating. As professionals our world has become way larger. The world is your oyster, and any segment you chose to pursue, a pearl can be found! No longer are we limited to geography, albeit, there are political considerations and possible limitations of transferable skills in regulated industries, but still our “professional” world is bigger. Who we can reach, how often we can become visible to our intended audience/target/potential clients has multiplied.
The Pros:
- No matter the industry, you’ll find a LinkedIn group/community that you can join. More importantly, you can participate in as a professional looking to increase your personal brand, or as your company.
- No matter where you reside, the acceptance of remote working, has provided many professionals with greater prospects that would have otherwise not have been possible, without relocation.
- The shear number of potential prospects that can be accessed via LinkedIn would never have been feasible, even by attending conferences physically and meeting face to face.
- If, finding the perfect lead is like the proverbial needle in a haystack; then, with LinkedIn, you can poke at numerous haystacks…simultaneously.
- The definition of relationship has opened up. You can now begin and have a relationship and connect with people you have never experienced a physical handshake with.
It does take effort to reap the benefits of LinkedIn, on a personal and business level. Here are the top 5:
Optimize Your Profile. Ensure that your profile is concise and utilizes keywords that clearly articulates your role. LinkedIn has its own search engine, so make sure that these keywords appear on your profile.
Keep Your Company Page Current. A company page shouldn’t sit there collecting dust. It must constantly be relevant and what is posted there must showcase company culture, brand values and mission, minimally.
Share Often. Share company updates, articles, and industry news to keep your audience informed and engaged, both on your company page and on your personal page.
Engage Consistently. Foster a community by engaging with followers through comments, shares, and discussions. Respond to inquiries and feedback to build trust and loyalty.
Build Visibility. Publish articles, create a company newsletter, promote products or services and post consistently.
Business development has definitely evolved, but that isn’t a necessarily a bad thing. I hope you found this helpful. I invite you to connect with me on LinkedIn, or connect with me here.
by Tara Ford | Jun 25, 2024 | Advertising, Agency, Business Success, Communications, Creative, Management, Social Media
The Evolution of Casual Fridays
Remember when Casual Fridays were the highlight of the week? It was that one day you could ditch the high heels and starched shirts for something more laid-back. For a while, the art and advertising industries led this trend. We were known for our quirky, creative styles and weren’t afraid to dress down when everyone else stayed buttoned up.
Back then, showing up in jeans or a funky t-shirt was a bold move. It signaled, “Hey, we’re creative, we’re different, and we play by our own rules.” This freedom became a part of our identity in the art world.
The Tech Boom and Casual Revolution
During the 90s and early 2000s the tech boom brought about another aspect to this casual revolution. Suddenly there was a booming industry filled with young innovators who valued comfort over traditional business attire. Hoodies, jeans, and sneakers became the new norm. The tech industry’s relaxed dress code started to influence other sectors, and the lines between casual and professional began to blur. It wasn’t just the advertising and art world with the casual edge any longer. The trend spread, and the rigid boundaries of business attire began a thing of the past in most sectors.
Even the corporate world jumped on the bandwagon with Dress Down Fridays. Those were the days when employees had to pay to wear jeans on a Friday! It was for a good cause, though, so it was worth it.
The Post-Pandemic ‘New Normal’
Fast forward to the post-pandemic world, and everything has shifted again. With remote work becoming standard, the idea of dressing up for work has transformed. Lululemon pants, once for yoga classes or errands, are now part of everyday work outfits. Casual Friday? More like Casual Every Day.
The pandemic made us rethink what’s important, prioritizing comfort while working from home. Now, as we return to the office, the relaxed dress code is coming with us. Business casual has a new definition, and it’s not so “business” anymore. Trendy sneakers with a dress? Absolutely!
The Impact on Trends and Marketing
What does this mean for trends and marketing? It highlights a shift towards authenticity and relatability. Consumers today want brands that are genuine and down-to-earth. They want to see real people, not corporate clones. This shift towards informality in the workplace mirrors a broader trend in marketing: creating more authentic, relatable content.
Brands are now embracing this casual, everyday vibe in their strategies. From social media to advertising, the focus is on being real and approachable. It’s about connecting with audiences on a personal level, showing that behind every brand is a team of real people just like them.
Riding the Wave of Change
The evolution of Casual Fridays reflects a broader cultural shift. Here’s to the new era of business casual—comfortable, creative, and here to stay. Whether you are rocking Lululemon pants or a funky t-shirt, it’s not just about the clothes; it’s about the attitude. Embrace the change and let your authentic self, shine through every day of the week.
by Miriam Hara | Jun 18, 2024 | Advertising, Branding, Business Success, Marketing
Timing is everything…especially when it comes to marketing tactics. Whether you’re launching a new brand or executing a plan for an existing one, timing is critical to the success of any initiative, regardless of where the brand is in its product life cycle. As marketers we are all about being on-trend and staying slightly ahead of the curve. It’s our nature not to look in the rearview mirror. We tend to look at the open road and the endless possibilities of what lies ahead.
That said, any marketer or brand manager will concur when I say that history is something to review. It’s always important to know how past marketing tactics and programs have fared. Why wouldn’t we, especially given the wealth of data available to us? Unfortunately, many times, when a past tactic has not performed well, it is often disregarded.
I’ve often heard “Oh, we’ve done this in the past and it hasn’t worked” during the course of brainstorming sessions, or marketing meetings.
KPIs are everything… or are they?
It’s very easy to dismiss a tactic or initiative because it poorly performed. However, sometimes the second time around is a charm. When assessing or evaluating a tactical program, you should base it on pre-determined KPIs. However, consider other factors that may have prevented the KPIs from being met, and carefully assess these factors before permanently discarding any past marketing tactics.
Although there are many elements to consider when evaluating any tactic.. here are the top three:
- Timing is everything…and needs to be evaluated in different ways.
a)Was the timing optimal for our audience/target market? As an agency developing programs, there are often delays out of anyone’s control. This begs the question: “Should we delay to a more appropriate time?”
b) Is this the right time to launch this type of marketing tactic in view of the brand’s journey? Is it too soon for such a tactic to even be considered?
- Are all the ducks in a row? In other words, was there a glitch in terms of the execution. This can take many forms. Did all the communications go out seamlessly and in a timely fashion? Werethe communications clear and accurate, or did they lead to confusion?
- Was the launch tentative? Was the necessary ‘hype’ or groundwork put in place to optimize the performance of the marketing tactic? Did we allocate enough budget to the initiative to ensure it garnered the attention of our target audience?
Second Time’s a Charm
Don’t be too quick to disregard the tactics of the past. It may surprise you when the second-go does perform to the KPIs. Suffice to say, it’s always good to revisit the past to see tactics that may have been ill-timed for the brand’s journey or for the target audience. Dusted off and refreshed, a ‘been there, done that’ tactic may pleasantly surprise you!
