Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

Feb 05

Brands that Communicate Win

The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search algorithms that reward content and consumer engagement, the stakes are higher than ever before. (See our blog on this topic.) To strengthen your brand and grow your business you need to keep in touch with your customer base – the right way.  Read on and we will show you how.

Your Most Valuable Assets
We would argue that your existing and past customers are among your most valuable assets. Yes, right up there with your inventory, technologies and employees. These are people who have plunked down hard earned money to buy from you. Presumably they are happy with your brand or store and your products. You can leverage that happiness to sell them more stuff and at the same time build an army of advocates who will bring more customers to your brand.

Contact is the Key
The key is to stay in contact on a regular basis through email, social media and yes even old-fashioned snail mail. We see a number of CE companies using email and social media for customer outreach but it is almost always company propaganda – new products, new reviews, technology gibberish, etc. Nobody likes to feel like they’re being “sold to” but most brand-to-customer communication vehicles are purely propaganda - boring to everyone but you, and easy to tune out. But people will read content that informs, educates and entertains. Mix that sort of material into your communication vehicles and customers will be more likely to read your propaganda.

The Future of Our Industry is at Stake
Beyond being a means to better SEO and as a Trojan Horse to deliver your propaganda, good content serves a more vital purpose – to inspire consumers to use their audio and video systems more often. We are willing to bet there are hundreds of thousands of households with high quality audio systems that go largely unused.

The popular press never stops making fun of audiophiles and videophiles, ridiculing people who buy upscale products. They claim that nobody can hear the difference, that a $30 pair of earbuds or a table radio are all you need to enjoy music; that a $199 soundbar is all you need for TV sound, that a smartphone is a great way to watch TV.  And now we have national TV ads telling people that mono sound is good enough. Fight back!

To combat this onslaught of mediocrity, we all need to remind our customers how much enjoyment quality AV gear can provide. We need to give them how-to articles to help them get the very best performance out of what they own now. We need help them become more informed and discerning consumers by cutting through the jargon and explaining the true meaning of specs. We need to encourage them to be quality A/V evangelists by demonstrating their systems for friends and neighbors. We need to keep our category and our brands top of mind. And most of all we need to inspire them to use their systems by introducing them to new recording artists, reminding them of music they had forgotten, recommending fascinating movies beyond the blockbusters and otherwise encouraging them to turn off the reality TV crap and enrich their lives with quality entertainment and art. 

A Perfect Example
As an illustration, I recently read Light & Shade, interviews with Led Zeppelin guitarist and producer Jimmy Page. In the book Page describes the recording and microphone techniques he used in making the innovative and immensely popular Led Zeppelin records. That inspired me to pull out my Zeppelin LPs and listen to them all over again, using the book as a guide. I spent more time using my 2-channel system in that week than I had in the previous month. During all that listening an insidious thought crept into my mind, “Maybe it is time to upgrade my phono preamp.”  If you were to review that book in your next email newsletter how many more domino effects like my story would you start? If it produced even one additional phono preamp sale, wouldn’t you be thrilled?

Who Has the Time?
In evangelizing these concepts to business owners we typically hear “Yeah, I think you’re right, but I don’t have time for that. I’m spending my whole day making sales happen, designing new products, and putting out fires. Writing original content even once a month is a pipe dream.” We can feel your pain.

In next week’s bonus blog we will explore the topic of How to Make Time and introduce you to an innovative new service that may let you have your cake and devour it too. Stay tuned!

About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 


Social Share