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Word of Mouth Marketing
When our marketing agency meets with a potential client, we often ask about the importance of word of mouth advertising to their business. Not surprisingly, most business owners, managers & marketers consider positive word-of-mouth advertising critical to their business.
Surprisingly, however, we often get complete silence when we follow-up on our initial question and ask; ‘What have the other marketing agencies or advertising agencies you’ve worked with or are considering working with done or told you they will do to build positive word of mouth for your business, brand, products or services?’
Influencing Opinions & the People That Hold Them:
Considering the importance of Word of Mouth, why do so few advertising agencies talk about Word of Mouth Advertising — the oldest and still most powerful communication tool for influencing opinions and the people that hold them?
Over the years, we’ve observed and learned that nothing beats Word of Mouth Advertising. Why? Because people trust personal recommendations more than any other form of communication.
Today, with the growth of social networks of like-minded people, Word of Mouth gets turbo-charged. Social networks and review sites, give customers the opportunity to amplify their opinion a thousand-fold.
To be clear, building a business by Word of Mouth doesn’t just happen. Building a business with positive, Word of Mouth Advertising takes planning and execution.
Word of Mouth Advertising: 5 Factors for Success
A pro-active Word of Mouth effort is not for the faint of heart… or for the faint brand. So… if you have the heart for it… and the brand to back it up, read on:
- An effective and efficient Word of Mouth effort requires a solid base of loyal customers. Why? Because Loyal Customers are more likely to personally recommend your company and its products to family, friends, neighbors & colleagues. Our research also shows that Loyal Customers are more likely to post positive recommendations online about your company and its products. Before we launch a Word-of-Mouth Advertising campaign for a client, we measure the company’s level of Customer Loyalty. If the Loyalty Metric falls below a certain threshold, we focus on helping the client address their Customer Loyalty issues.
- An effective and efficient Word of Mouth effort requires a well thought-out Strategic Plan of Action. Over the years we’ve observed and learned that the quality of your strategic thinking in this area can really drive a competitive advantage.
- An effective and efficient Word of Mouth Advertising effort requires a robust Customer Relationship Management focus. Please note: I did not say expensive… I said robust. We’ve helped many small companies, with a well-earned brand reputation, beat larger competitors with bigger budgets.
- An effective and efficient Word of Mouth Advertising effort requires a robust, working understanding of Social Media Marketing & Advertising. These are the advertising tools that change the old adage about a satisfied customer telling 3 other people and a dissatisfied customer telling 10.
- An effective and efficient Word of Mouth Advertising effort requires the capability and inclination to monitor and measure the performance of your Word of Mouth Advertising efforts. It also requires a couple of hours each month, from senior management, to engage in the Performance Review Process and subsequent action planning.
For More Help Leveraging Word of Mouth Advertising to Get More Customers:
For help designing, developing or deploying a Word-of-Mouth Marketing Strategy for your business please call, eMail or use the marketing agency contact form on our website.
Good Luck &… Good Selling!
A good Event Marketing agency team provides its clients one of the most effective & cost-efficient methods for marketing the company’s products and services.
The Event Marketing agency team at Quenzel provides both large and small brands the best of both worlds… a Mass Marketing Medium at the Local Market Level. Significantly, the very nature of Event Marketing allows marketers to Do More for Less… something not to be taken lightly in today’s economic climate.
4 Goals an Event Marketing Agency Can Help You Accomplish:
For the marketer faced with multiple goals… and limited resources with which to accomplish them… Event Marketing may very well be their best Strategic Marketing Choice.
Consider the versatility Event Marketing affords marketers… over the years, our marketing agency has helped clients leverage this marketing tactic to:
- Showcase their brand’s products and services.
- Sample the benefits of their brand’s products and services.
- Sell their brand’s products and services… either directly at the event… via bounce-back sales promotions after the event… or both.
- Secure additional distribution outlets by capitalizing on the value of an event’s on-site sales rights to incentivize both retailers and other channel partners to carry and promote their product.
Event Marketing’s versatility goes far beyond ‘end-user’ marketing activity. At a variety of different events, our marketing agency has helped clients leverage their sponsorship of an event to create a more positive mental attitude with a brand’s customers and channel partners. Used properly, Event Marketing can have a very positive effect on your own employees.
Our marketing agency has even helped clients leverage their event participation to positively communicate a brand’s message to educators, community leaders and government officials. In fact, our marketing agency’s experience suggests that the ability to leverage an event’s marketing opportunities is limited only by a marketer’s creativity.
5 Factors an Event Marketing Agency Team Must Consider:
Unfortunately, like Word-of-Mouth Advertising, few marketers… and even fewer advertising agencies… plan for and actually integrate Sponsorships & Events into their overall marketing campaigns.
If you’re not working with an experienced Sponsorship & Event Marketing Agency, here are some of the factors you should consider if you’re thinking of adding Event Marketing to your plans:
- Consider the event’s image compatibility with your brand’s image.
- Compare the composition of the event’s audience to your brand’s desired core target audience.
- Evaluate the availability, costs and value of ‘category exclusivity.
- Think about the event’s promotional time frame – a few days or a year-round opportunity?
- Calculate the relationship between the event’s marketing costs vs. the value received.
For More Help on Leveraging Sponsorships & Events to Get More Customers:
For help designing, developing or deploying an Event Marketing Strategy for your business please call, eMail or use the marketing agency contact form on our website.
Good Luck &… Good Selling!
“Some cause happiness wherever they go; others whenever they go.” – Oscar Wilde
One of my favorite literary taunts, by Oscar Wilde, reminded me of a brand I recently experienced. Oscar Wilde’s taunt provides a lesson for brands operating in today’s customer experience-driven world. So, to borrow a phrase:
“Some brands bring happiness wherever you encounter them; other whenever you stop using them.” – Earl Quenzel.
When’s the last time you measured your customers’ level of brand happiness compared to their competitive options? If you haven’t conducted Voice of the Customer Research in the last 12 months, you may want to consider a Q&A Fresh-Eyes Marketing Review.
Our marketing agency’s unique approach to helping our clients get more customers starts with helping our clients look at their customers, brand, marketing efforts & resulting business performance in unique, new ways. One of the most important elements of a Q&A Fresh-Eyes Marketing Review is our Fresh-Eyes Review on Your Core Customers & their Competitive Options.
Earl joined his wife Colleen at Quenzel & Associates, Inc. in September of 2005 to lead Client Strategy, Creative and Marketing Program R.O.I. Performance. He oversees all Customer Acquisition, Customer Experience & Customer Loyalty efforts for the agency’s clients
Prior to joining Q&A, Earl was General Manager & Chief Marketing Officer for the Resorts of Captiva & Sanibel Islands. Owned by Interstate Hotels & Resorts, the company provided Sales, Marketing, Revenue Management & Reservations services to 3 & 4-star resorts in Southwest, FL.
Before moving to Florida, Earl lived in London, England where he launched priceline-Europe. As one of the Founders & Chief Marketing Officer (CMO), he oversaw priceline-Europe’s brand architecture, website, advertising & web marketing, customer experience & relationship management, partner management, business development, public relations & agency relationships.
Prior to priceline, Earl developed & implemented the strategies & programs to create customer loyalty & retention value among AT&T’s 20M+ high-value customers. While running AT&T’s True Rewards program, the largest loyalty program in the US, AT&T turned around a 10-year share decline. He also ran AT&T Sponsorships & Partner Marketing, where he re-designed AT&T’s data-driven marketing programs delivering a growth in customer acquisitions from 100K to 1.7M customers annually pushing new customer revenue from $27.5M/year to $467M/year while reducing cost-per-acquisition from $100 to $58/acquisition.
Before the telecommunications industry, Earl spent a decade in the airline industry holding senior marketing posts at TWA, Eastern & Continental Airlines. Considered one of the pioneers of Loyalty Programs, he led many innovations in the specific discipline of consolidating customer information into large-scale databases & then leveraging that data to offer marketing programs & customer services designed to drive customer loyalty & retention.
At Continental Airlines, he built Continental OnePass into a frequent flyer powerhouse that was cited by “Worst to First” & the Wall Street Journal with helping save the airline from bankruptcy. During his tenure, the Continental OnePass program was rated “Best in the Industry” for six straight years…winning six of seven categories four years in a row. He also ran Continental’s Grand Destinations Vacations, building it from 100,000 passengers a year to over 500,000 per year.
Prior to Continental, Earl was one of the five founders of the cable TV network the Travel Channel. As the cable networks first Senior VP of Marketing & Sales, he delivered $39M in revenue within one year of launch, achieving new cable industry records for first year subscribers & revenue performance. He also produced over 130 direct response TV commercials and 60+ travel shows including the series “Arthur Frommer’s Almanac of Travel,” “World of Travel Bargains” & “The Perfect Trip”.
As Director of Marketing Programs at TWA, he was Responsible for $1.5B revenue stream. Earl managed all TWA consumer marketing programs including TWA Getaway Tours, TWA Getaway Credit Card, TWA Senior Pass, TWA-Value Pak & TWA Frequent Flight Bonus program.
He began his career in advertising working for such agencies as FCB – Lewis & Gilman & Ogilvy & Mather.
Colleen Quenzel displayed her entrepreneurial spirit at a young age. While studying at The University of Texas in Austin, she launched her first business. Just like the Texas Longhorns, she was ‘Hooked.’
After achieving her degree in Advertising, she sold her business, moved to Houston, Texas and worked as a stockbroker for the Paine-Webber affiliate, Rotan-Mosle. After a few years, Colleen decided to pursue her passion for marketing at Quality Beverage, the largest wine & spirit distributor in the state of Texas, at that time. At Quality Beverage, she launched several new beverage brands into the marketplace, including Kendall-Jackson, Gallo Varietals and Bacardi Breezers.
After almost a decade in the beverage industry, Colleen moved to the Northeast for a senior position with Synapse Group, the largest magazine subscription agency in the United States. She successfully launched a new business for Synapse building a new distribution channel, selling 5M+ subscriptions annually. She identified, acquired and managed 22 strategic partners, including such leading consumer brands such as United Airlines, American Airlines, Marriott Hotels, Hyatt Hotels, Universal Studios, and American Express. Within 3 years, revenue topped $20M annually.
The purchase of Synapse Group, by Time, Inc. gave Colleen the opportunity to moved to London, England where she joined her husband, who had taken a position as the CMO tasked with the assignment of launching Priceline-Europe.com. While living in London, Colleen traveled throughout Europe, extensively.
After moving to Florida, Colleen founded Quenzel & Associates, Inc. Colleen is President & CEO. Quenzel & Associates is a Branding, Advertising, Web Design & Internet Marketing Agency in Fort Myers, Florida. Agency clients include Pink Shell Beach Resort & Spa, Denmark Interiors, Dr. Ralph R. Garramone and many more.
Colleen lives in Fort Myers, Florida with her husband Earl, her chocolate lab, Jaz (the office mascot) and her two feline friends… Reo & Top Cat. She enjoys dining, entertaining & winning at every game she plays!
On Friday, February 3rd, Quenzel & Associates provided unique insights and expert analysis on this year’s upcoming Super Bowl commercials and advertisers to viewers of Southwest Florida’s News Leader, Wink News.
During what has become an annual tradition, Earl Quenzel with Quenzel & Associates shared the Who, What, When, Where, Why & How of Super Bowl advertisers, commercials and viewership trends.
Lee County, Florida’s largest annual business event, is the Industry Appreciation Awards. Presented by The Horizon Council, Horizon Foundation and Lee County Economic Development office, the awards honor local businesses that make a significant contribution to the economy.
This year, Bailey’s General Store earned The LocalLEE Grown Business Award. The award recognizes a company founded in Lee County, Florida which is distinguished by its operational excellence and commitment to the vibrancy of Southwest Florida’s business climate.
Providing groceries, hardware and gift items to the Sanibel-Captiva community since 1899, Bailey’s General Store is one of the oldest locally-owned companies. Still operated by Bailey family members, the company now has 100 full-time employees and has added a second location at the Sundial Resort on Sanibel. Bailey’s also created Sanibel Captiva Catering Company, which employs an additional 10 Lee County residents. To learn more about the folks at Bailey’s General Store and their commitment to operational excellence and the vibrancy of Southwest Florida’s business climate, watch the video below:
Synapse Group, Inc to Integrate Bizrate Insights into Expanded Digital Marketing Portfolio
Time Inc’s acquisition of voice of the consumer data company Bizrate Insights “marks another step in Time Inc.’s transformation into a data-driven organization while broadening the suite of integrated marketing services they can offer advertisers.”
Synapse CEO Sebastien Bilodeau commented: “Bizrate Insights allows us to substantially expand our digital marketing services, creating additional consumer touchpoints to help our marketing partners.”
Synapse Group, Inc, a longtime client of the agency, is an “affinity marketing company that creates custom marketing solutions to help partners achieve their strategic objectives. Synapse partners include brick-and-mortar retailers, ecommerce organizations, airlines, hotels and direct response companies. Synapse is a leading marketer of magazine subscriptions in the United States, with expertise in customer acquisition, continuity marketing, retention and customer service. Building on their continuity marketing expertise, Synapse has diversified the business to also market other products and services, including branded loyalty continuity programs.”
Read the full release here: http://news.quenzel.com/synapse
Our Florida Marketing Agency uses an Orange icon as a graphic design element in our new business marketing materials, presentations and on our website. Prospective clients are often curious about the Orange icon. What it means, or… Why we use it. If you’re curious about what an Orange has to do with a full-service, integrated marketing agency, please read on:
The color Orange is Bright, Vibrant & Energetic. In other words, Mentally Stimulating.
Although historically used to symbolize the values of Strength & Endurance, most people associate a sense of Nurturing with the color Orange.
To many, Orange represents Change… from Day to Night as the sky turns a golden-orange at sunset or from Summer to Winter as the leaves turn a reddish-orange in Fall. In other words, it’s a color on the Edge… the edge of day and night or Summer and Winter.
Because Orange stimulates energy, lively conversations & good times, many associate Orange with the trait of Sociable. Feng Shui experts back-up this view with claims that Orange brings Fame & a Positive Reputation.
As a Florida Marketing Agency, we see the Orange as a symbol of our brand’s personality… Bright, Vibrant, Energetic, Strong, Enduring & Warm. It symbolizes how we want our clients & business partners to think & talk about us. It symbolizes what we try to bring to the party and what we do every day for every client… Stimulate lively conversations on new ways to improve their Reputation & Fame. In other words, to help Our Clients Get More Customers.
The Science Behind the Idea.
It also helps us emphasize the importance we place on strategically-driven creative. We’ve observed & learned that a brand’s Messaging Architecture & Graphic Design plays a critical role in a brand’s’ success. The bright orange color attracts the human eye so the brand gets noticed.
The curvy wedge is a more pleasurable design object to view than a sharp, hard edged visual. As the eye & mind perceive the visual it helps generate positive feelings which then get transferred or become associated with our brand.
Finally, the visual is competitively unique which helps people remember our brand from all the others.
A human’s brain contains over 100 billion cells which connect with up to 7,000 other brain cells. This ‘network’ is the most complex analysis & decision-making system in the world.
Influencing that system to pay attention to your message, understand it, retain it, feel a preference for it and change behavior to your benefit as a result of it requires a deep understanding of how the mind works. The following super-summarizes what we’ve learned from Neurobiology experts about how the mind works.
- The mind’s perceptive process begins when the eye transmits what it sees to the occipital lobe of the brain, where it’s registered as an inverted, two-dimensional representation of the object.
- The brain interprets what it sees, turning the inverted two dimensional viewed object into an upright image with a three-dimensional appearance.
- People don’t notice this instantaneous process on a conscious level. Why? Because of the brain’s massive ability to quickly process vast amounts of visual stimuli.
- In fact, the brain’s massive ability to quickly process vast amounts of visual stimuli, leads many to believe their opinions are carefully considered and well thought out, when the reality is that they happen extremely quickly and mostly on an unconscious level.
- Research shows that once someone’s formed an opinion about something they read or ‘saw’, it’s very hard for them to change their opinion. Sometimes, even in the face of contradictory facts.
The conscious awareness and recall of a frequent and highly visible message can influence a person’s perceptions about a company’s overall image and the ‘perceived quality’ of that company’s products and services. This can ultimately giving businesses greater control over their image.