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Marketing Insights

Karen Kerski

Recent Posts

It only takes 1 error to change customer's brand impression.

Posted by Karen Kerski

I've been dealing with one reoccurring issue in the last few days, poor customer service. Just today I waited at the drive up window at the major pharmacy to get service. I could see someone at the drive up counter with a tag that said "Team Leader". She was taking a long time typing and looking at a monitor that blocked the view of her face. Then when she was finished on the computer monitor she just turned and left. That wasn't neighborly.

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Topics: Branding, brand loyalty

3 Ways to Boost Brand Loyalty

Posted by Karen Kerski

Consumer impression of your brand value is most often tied directly to your price and the retailer where it is sold. It's why you will never see certain products in Walmart. Even with the massive disruption technology has had on how people shop, sales and discounts still get people in the door leading to customer acquisition and repeat sales. Shoppers will always have a brand preference as long as brands differentiate and engage, but guaranteeing loyalty requires a consistency and engagement.

Many marketing guru’s are putting out false stories that brand loyalty isn’t possible with Gen Xers. They are also stating retail stores are passe, online will kill retail. I’m going to throw down my claim, based on history, experience and closely watching the industry… retail won’t die. Shoppers will always want to touch and see a product as part of the purchasing process. People will always want instant gratification and be able to walk out of a store with their purchase in had without waiting for shipping or a drone delivery.

It’s important that brands step up and innovate the shoppers experience and weave that experience from every marketing portal, mobile to store. Stores are struggling to stay profitable. In some categories the retailers have eliminated branding opportunities in store which accounts for some of their trouble, pushing house brands above the brands that draw consumers. Many are reducing floor staff which harms their reputation and store experience. I’ve heard comedians talk about the rarity of store personnel like spotting a rare white tiger.

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Topics: Branding, Mobile Marketing, market expensive products, brand loyalty

Why it's hard to market expensive products

Posted by Karen Kerski

High priced products have always been a tougher sale. Technology has changed the way we shop but hasn’t shortened the process. What has changed is where people access information and recommendations. It’s easier to get a lot of information quickly without going to the library.

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Topics: Advertising, Branding, Marketing, market expensive products

How To Avoid Failure and Have an Awesome Package Design

Posted by Karen Kerski

I was standing in the grocery store staring at the shelf looking for my brand.

Becoming frustrated, I tracked down an employee to help me find the brand I had to have. They brought me back to where I had been standing and pointed to a box I’d overlooked.

There it was, the product I wanted, but the package had a whole new look. The logo was smaller and the background color had changed.

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Topics: Packaging Design, rebranding

Biggest Branding Mistakes: #1

Posted by Karen Kerski

NOT LISTENING TO YOUR CUSTOMERS

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Topics: Branding, Product Development

What Is A Brand?

Posted by Karen Kerski

20 years ago agency reps started using “branding” for every situation and client, leveraging the term to increase their influence and authority without concern for their customers. They were never out to create a “brand” for the majority of their clients.

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Topics: Branding

Digital Purchasing Habits You Need To Know

Posted by Karen Kerski

It has been 10 years since iPhone was launched changing the way we keep in touch and shop. Here are some interesting stats that should be used to plan and execute your website and marketing plans. Consumers are demanding innovative ecommerce shopping experiences. Those "smart" businesses that innovate will benefit with an increase their customer base and bottom line.

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Topics: Ecommerce, Website Design, content

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