Posts filed as Marketing Strategy
Starbucks marketers use a six-point unwritten code to ensure the marketing programs they create and implement are authentic, that they’re staying on message and on brand, and that they tell the story of what makes the product they are promoting Starbucks-worthy.
A core belief in our PASSION CONVERSATION book is the need to rewire a marketer’s brain to appreciate creating opportunities (online and offline) for the customers you serve to share their own stories. A lot of good can come out of encouraging people to talk about themselves, their lives, their hopes, and their accomplishments.
If your business is caught in the strategic crosshairs of needing to get bigger but remain smaller, the following excerpt from TRIBAL KNOWLEDGE might provide you with boardroom fodder.
In 2010, I wrote TOUGH LOVE, a business book masquerading as a screenplay. It’s a business book but really… it’s a script that reads just like a Hollywood screenplay with standard script format, seven main characters and two plot lines.
What makes a brand unique today is the difference it creates—how it affects peoples lives and becomes part of their story. When you are organized to create difference, not just be different, the result is much harder to replicate. — Bernadette Jiwa
The Container Store would love to, in Kip’s words, “hit the triple crown every day—offering a well-edited, carefully curated collection of 10,000 products, free expert advice and service that customers delight in, and prices competitive with the mass merchants.” But they can’t.
Most of the products sold in The Container Store are either proprietary or exclusive. This truly requires a strong vendor/retailer relationship where The Container Store needs to understand how these vendors define success so that everyone wins.
he company culture at The Container Store is based upon communicating everything with everyone. Employees, according to Kip Tindell, feel included when everything is communicated with them. Kip delivers the same updates to the company’s board of directors as he does to employees. The only topic that’s off limits are salaries, everything else is discussable.
“At The Container Store, we don’t immediately try to sell something to a customer; we can’t, because we don’t know enough about her yet. We simply start a conversation first, to open the door a bit, and earn her trust so we can begin exploring how to help her.” – Kip Tindell
Astonishingly, full-time employees at The Container Store receive close to 300 hours of paid training in their first year. Read that again… nearly 300 hours of paid training. Not 30 hours but 300 hours. Part-time employees get almost 200 hours of training and no employee gets put on the sales floor without first receiving 40 hours of training.