Filtering by Category: Marketing

The end of retail space?

I just biked by two houses that look like any other houses in our neighborhood: a well-worn driveway, a yard that's seen better days, a location between the post office and the drycleaners. You would pass by these houses every day on your way to work. Yet, they a are distinctly different in that each one had a small business running out of it. 

Insight #1: It's impressive that I even know that based on a quick look. Their signage was innovative and eye-catching without being obnoxious. I mean, the number of dogs walking their owners around the neighborhood alone would be cause for pause and serious reflection on how to pull that off without garnering complaints from your neighbors.

Insight #2: In addition to saving on rent, these businesses are earning some serious tax benefits, creating a more sustainable enterprise. Small business America rules!

So, these observations made me think—is this the end of the retail space? Will small business spaces merge with home with their owner's home space in the new paradigm? Will your customers become the dog walkers in your neighborhood rather than your Facebook fans?

Kong Ren Consulting unleashes the leadership potential in your people so teams can thrive. To learn more about our programs, click here. To receive great, useful content each month, sign up for our email list here. To discuss how we can support you, your organization, and teams, contact us today! 

 

How to Market for a New Age of Consumers

With Great Power Comes Great Responsibility

There are so many ways to advertise today. TV has grown less important, from a marketing perspective, with more people able to fast forward or use Netflix, but Internet advertising has skyrocketed. Now, there are intelligent features built into websites that market to you based on your preferences. With such a saturation of ads, the need for a responsible marketing approach is vital.

Marketing strategies take advantage of psychological principles to influence people’s behavior. With ad saturation and tough competition, it makes sense for a company to do anything it can to stand out. However, people are getting frustrated. A 2012 Pew Survey revealed that 68% of people dislike online targeted ads. And so many ads are deceptive and purely manipulative, selling dubious products and services. There’s been a trend for marketers to disingenuously recruit celebrities, cite poorly conducted or fake research, and offer extravagant claims.

Check out this list of deceptive ads, and the companies who were sued as a result: http://soldin60secs.wordpress.com/2012/05/25/top-10-famous-deceptive-ads/

Clearly, the marketing paradigm begs for renovation. We live in a society becoming increasingly disillusioned, a society that has witnessed so much corporate apathy, most prominently exemplified in the Mortgage & Loan Crisis. The people yearn for honest business practices and a sense of connection and understanding.

In the next three posts, we will explore a few ways to market for a New Age. Stay tuned to find out what they are.

Kong Ren Consulting unleashes the leadership potential in your people so teams can thrive. To learn more about our programs, click here. To receive great, useful content each month, sign up for our email list here. To discuss how we can support you, your organization, and teams, contact us today!