Presentation Matters!

Jewelry

Recently I was killing time in one of the country’s largest department stores as my wife did some shopping.  As a passionate, yet at times geeky marketer, I enjoy going to the mall to look at how merchandise is marketed and how consumers interact with that merchandise as they consider their purchase.

I’m often baffled by how some stores seem to be quite comfortable with messy racks and shelves.  You know the ones where all the sweaters are thrown all over the place, sizes mixed together, shirts are on the floor, and forget about the socks section.

As I wandered through this major, national, department store I stumbled into the jewelry section.  In fact, I quite literally stumbled as I noticed the sign for a pair of diamond earrings for $3,200.  It wasn’t the price that caught me off guard.  It was the horrible presentation.  The jewelry case looked like a disaster.  I actually snapped the photo above as my brain tried to reconcile the price of $3,200 with a case that looked like it had been through the war and back.

How could a retailer that is one of the most iconic in the country allow one of their stores to present merchandise like this?  Could their executive team even be aware that they are trying to sell jewelry for thousands of dollars in this manner?  I could never imagine a mall jewelers case to looking like this.  You’d never see a presentation like this in Nordstrom or Bloomingdales.  So my question is simple…

If this is the only way you’re able to present merchandise should you do it?  Is it worth jeopardizing your brand’s image? Is it worth the risk of destroying its value?  Further is this the image you expect of your brand? Crusty, cracked, faded, and dirty? Would any of this company’s executives spend that kind of money anywhere else where the merchandise was presented this way?  I’d bet not.

This got me thinking.  I wondered just how expensive jewelry displays actually cost.  Maybe, just maybe they were really expensive. So I went to http://www.nilecorp.com which sells jewelry displays.  I inventoried the displays in the case and priced out replacements.  NEWSFLASH: To replace the faux suede displays in this picture would cost a WHOPPING $50.00! Seriously?  Kind of makes you wonder just how far out this capital expenditure has to be budgeted for. Sense the sarcasm?

The morale of this story (blog) is that a multi-million dollar brand can be tarnished for under $50.00.  And whether your company is a local small business, a national retailer, or a luxury automobile manufacturer your brand is open for business 24/7. So if you’re not paying attention to these kinds of details guess who is?  Your lost customers.

And remember this…while diamonds may last forever, their display cases don’t.  Pay attention to the details.

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Consistency: The not-so-secret ingredient to building a strong brand

consistency-is-key

If I were to ask you to name your favorite brand what would you say?  What metric or definitions would you use to acknowledge those companies whose brands rise to the top?

Brand building is big work.  Heavy work.  Time consuming work.  It takes patience, curiosity, interest, a willingness to listen, a willingness to act, a conscious effort to deliver what you promise day in and day out.  Yes, a brand is simply that…a promise.

Chances are your favorite brands may do many things well, but there’s one thing I bet they do better than all the others.  I’ll bet your favorite brands deliver what they promise consistently.  Not 70% of the time, or 80% of the time, but 10 out of 10 times you get exactly the experience you’ve come to expect.  It’s exactly the reason you keep going back.  It’s THE reason it’s your favorite brand .

Consistency is the little, but not so secret, ingredient of successful brandsDunkin Donuts, Starbucks, and Wawa deliver great coffee all the time.  Apple delivers quality products for home, work, or on the go, that are easy to use and deliver what’s promised.  The gym I go to is always so clean you could eat off the floors which says a lot for a gym!  I drive 23 miles to take my car to a Cadillac dealership when there is a Caddy dealer 4 miles from my home.  Why?  They always recognize me by name, their waiting area is ultra-comfortable with TV, work stations and high-speed internet, not to mention their  “Nordstrom-like” restrooms.  Speaking of Nordstrom, their service is remarkable each and every time.  Whether you’re buying a brand name shirt, or one that carries John Nordstrom’s name, you can rest assured you’ve purchased something of quality.

We all have examples of our favorite brands.  What’s funny is how many companies I’ve experienced where paying attention to those little things is viewed as more of a luxury than a requirement.  Dunkin didn’t get the reputation for great coffee by accident.  They didn’t say “it doesn’t matter where we get our beans from or what type of equipment we use to brew it”.  They are all about those coffee details.  Nordstrom’s didn’t develop its reputation as service workhorse by giving customers a hard time when an item didn’t fit, work, or hold up as expected.  And for those of you privileged enough to live in a city where Wegmans operates you know how consistent their delivery of remarkable service is.  Wegmans has been known to take back, refund, and provide other goodwill gestures for food purchased that the customer didn’t like.  Consistently consistent.

If you’re selling fast and easy, it better be fast and easy all the time.  Not just most of the time. If you’re selling fresh, it needs to be fresh at 6 am or 6 pm.  If you’re selling durable, it better last under the harshest uses or conditions.

Regardless of what you sell, think about how consistent your brand delivers on its promise.  If it’s anything shy of 100%, or Six Sigma, I suggest you reevaluate and understand not just why, but what you’ll do to correct it.  Nobody wants to buy “sometimes”.  In fact most people buy with their emotions, and as human beings our emotions are wired for a “forever” experience.  People don’t like change and if your brand is inconsistent you’re indirectly creating a situation that will bring a change to your customer.  Not a good thing.  Consistently consistent.  That’s the key.

 

 

A Few Thoughts On Change

Change

I recently had an interaction with a group of folks embarking on a new change.  Like most recipients of change there was hesitation and apprehension. Normal emotions that typically accompany change. When we are faced with change it’s human nature to question, doubt, fear, and distrust the impending change. First reactions are often negative with a sense of “OMG what now!”.

Years ago I had a boss teach me a method for adapting to change. I have used this technique several times and have found it to be calming, enlightening, and in many cases beneficial in helping me adapt to the change I was facing. It all starts with changing your paradigm on change.

Life’s biggest change-fests include getting a new job, a new boss, having a new child, getting married for the first time (and hopefully the only time), starting a new school, making new friends, or working with a new agency partner. All these changes bring a level of stress that includes many of the emotions I listed above. One way to eliminate those butterflies in your stomach when facing change is by asking yourself one question. Resist the urge to predict the future this change will create and ask yourself one simple question: What good will this change bring me?

A new job can bring new and exciting experiences. A new boss can provide new insights, coaching, development, and opportunities. Changing to a new school opens the doors to new friends, programs, activities. Getting married provides stability, support, love, and a safe place to land when you need one. All changes bring opportunities. Unfortunately, and most likely due to past experiences, we tend to immediately go to the negative when it comes to how we perceive change.

Remember this. Nothing improves without changing something. Tide, Crest, Cadillac, Apple, Wegmans, Nordstrom are all companies that continue to innovate and change, and it’s in these changes that these companies prosper and flourish. The same is true with people. Phil Mickelson changes his approach and improves his golf game. Peyton Manning changes his training routine and improves his passing efficiency. No matter what the case, change has to occur before things can get better. So next time you’re faced with a change don’t panic. Just ask yourself, “how will this change benefit me”. Not will it benefit but how. Assume it’s for the good and it will be.