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Capture the Mindshare and the Market Share Will Follow

capture the mindshare final jacket(9)Seven “Mindshare Methods” to Maximum Brand Loyalty

by Libby Gill

ISBN 978-1-137-7851-7

 

 

To create a compelling brand, you have to capture more than just the market share, you have to capture the mindshare – that is, the heads, hearts, souls and unimpeachable trust of your customers. That’s what leads to long-term brand loyalty.

The Seven Mindshare Methods she cites are:

Clarify Your Customer Benefits: When describing your brand, be sure to focus on your customer benefits, not just your products or services. Use clear and compelling language and lead with your customers’ best interests, not your pedigree or technical specs. Remember, it’s what you can do for them and not vice versa.

Commit to Providing Exceptional Value: Confirm your commitment to value and customer success. Keep the big picture top-of-mind, but remember that every action you take on behalf of your client, no matter how seemingly insignificant, is an opportunity to provide additional value to enhance their overall experience. Blow their minds and they’ll keep coming back for more.

Connect at Every Possible Touch-point: It can take a dozen or more interactions – including emails, phone calls, newsletters or in-person meetings – before you begin to build a relationship with a prospect. If you think of this relationship-building process as a series of connective touch-points, you begin to see all the opportunities you have to deepen the relationship. Review and redesign your customer touch-points to make every interaction count.

Communicate with Total Confidence: Prepare, practice, and participate! Studies show that people who are extroverted, confident, or even assertive in the workplace have a competitive advantage over their more introverted peers (even when those peers are more talented). Come to meetings armed with critical information, industry updates, news headlines, and even sports scores so you can participate effectively. Sit in the front, dress appropriately, act as though you are worthy of attention – without being obnoxious – and you’ll get it.

Collaborate Openly with Clients and Colleagues: Information is the organizational life-blood on which decisions are made in every business. Except for confidential or proprietary data that can’t be shared, pass information readily both up and down the pipeline that can help others make timely decisions.  This doesn’t just mean sharing the facts, but also the nuances or “emotional truths” that you encounter

Compete with the Invisible Competition: Recognize, research, and analyze your competition so you can consistently outperform them. Go beyond the obvious direct competition – that is, companies whose offerings fill a similar need as yours. Identify the indirect competition, that is, anything that disrupts the buying process, like new technologies. But pay special attention to the invisible competition, including new challengers, competitive alliances, and even customer fear or inertia.

 

Contribute to the Community: Get involved in your community and actively support social causes that make sense for your business. Choose one or more charities that complement your brand. Contribute substantially and meaningfully with money, time and people. Donate products, pro-bono services, or other institutional or technological capabilities. Engage your management, staff, and employees to authentically support the goals and objectives of your chosen charitable organization.

 

About Libby Gill

libbyAn internationally recognized executive coach and branding expert with over 20 years of industry experience, Libby is the former head of communications and PR for Sony, Universal, and Turner Broadcasting. She is known as the “branding brain” behind the launch of the Dr. Phil Show. Her clients include ABC-Disney, Nike, PayPal, Warner Brothers, Wells Fargo, and many others.

 

Libby’s previous books include Traveling Hopefully: How to Lose Your Family Baggage and Jumpstart Your Life and award-winning You Unstuck: Mastering the New Rules of Risk-taking in Work and Life, which has been endorsed by business leaders including Zappos.com CEO Tony Hsieh and Dr. Ken Blanchard. A graduate of California State University at Long Beach with a degree in theatre, Libby has been a college instructor, a columnist for the Dallas Morning News, and a soap opera actress. She lives in Los Angeles, California and is the proud mother of two sons.

 

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The Top 5 Most Successful Promotional Campaigns Of All Time

tom-keene-editor-at-large-for-bloomberg-news-and-host-of-bloomberg-surveillanceAdvertising has one central goal: to either sell a product, or remain memorable in one’s mind. The industry itself has become a blossoming business, and many ads have captivated us over the decades. Some remain more striking than others, however. Provided by Ad Authority, here is a list of the five most successful ads of all time.

1. “Think Small” by Doyle Dane Bernbach

Across the ages, every company has measured the success of its advertising campaign against the Think Small campaign. Designed by Bernbach, Volkswagen hired the designer to introduce the Beetle to American audiences. The German auto company was competing against other American vehicles more popular in the U.S., so VW knew they had to develop a thoughtful, strategic plan. The Think Small campaign aimed to connect with audiences, and indeed, VW ads have forever since captivated television audiences.

2. “The Pause That Refreshes” by D’Arcy Co.

Though Coca Cola had virtually no trouble selling Coke during the summer, winter months were stagnant. In an effort to boots seasonal sales, D’Arcy Co. created “Thirst Knows No Season,” and it worked very well. More Coke was sold during the winter than it was during summer months. After a time, however, Coca-Cola realized the best way to increase profits was to provide people a break from their hustle-bustle lives with Coca-Cola. Sales plunged upward yet again, and Coca-Cola sealed its place in advertising history.

3. “The Marlboro Man” by Leo Burnett Co.

In 1949, Burnett was inspired by an ad in Life magazine to advertise the company’s products using masculinity. With nothing more than a cowboy smoking a cigarette, the Marlboro Man campaign was invented. It is still considered to be one of the most brilliant strokes of all time. While it stood the test of time, the company ran into issues with lung cancer and regulations on smoking.

4. “Just Do It” by Wieden & Kennedy

In the late 1970s, Reebok sold far better than Nike’s line of products. In the late 80’s, Nike and WK executives designed the “Just Do It” phrase. Nike connected itself with humorous, intellectual, and made workout clothes cool to wear when one wasn’t being active. The effort certainly worked – Nike’s market share shot from 18 percent – 43 percent, with over $9.2 billion in 1998.

5. “You Deserve a Break Today” by Needham, Harper & Steers

In the early 1970’s, McDonald’s hired NHS to attract various audiences with a sing-and-dance routine. The musicians sang the song, and afterward, the jingle stuck throughout history. Even now, consumers can see the reference line “You deserve a break today.”

These captivating ads have stuck in the minds of consumers for decades. Their memorable images, quirky jingles, and excellent campaign ideas have proved not only lucrative, but also key to the public’s opinion of these companies. Indeed, without these promotional ads, these companies might not be the advertising giants they are today.

Sally writes for Fluid Branding the promotional products specialist. Fluid Branding have thousands of promotional products in stock from promotional USB to umbrellas.

 

 

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Get Big by Being Small

When dentists take on the responsibility of managing their own practice, they always aspire for one thing and that is to see their practice expand. Every big corporation we know of right now have humble beginnings. For instance, the multinational company which sells sporting goods which we know of as Nike sold its first product from the trunk of a car. The first custom-built computer that Dell ever sold was shipped from a college dorm room. And the well-loved Starbucks evolved from a mom and pop coffee shop.

It’s ironic to think now that being big isn’t all that there is. In order for your practice to get big, you need to act small. There are a lot of advantages to being a “small” practice which patients find endearing. Here are a number of ways for you to get big by acting small.

Strive to be the best.

Although you need to keep an eye on your profits, you also need to understand that it’s not all about sales. You will become impersonal and lose beloved patients when you start thinking of them as nothing but moneybags. You should instead strive to deliver excellent service instead of just focusing your sole attention on expansion. When you are just as dedicated to your patients as you are to your own goals, then you are rewarded not just through your patients’ loyalty but also through word-of-mouth referral.

When you have already built a reputation of being the best in your craft, you will then be afforded the means to expand. You’ll know that you have the ability to capture a bigger market because of your dedication and the credibility which you have solidly built through the years and that is one of the most important requisites to expanding your practice.

Love your practice.

Practices which flourish are those which were founded not just because of the desire to make money but out of genuine love and passion. When you are passionate towards helping your patients have topnotch dental health, they’ll be able to spot that and will not only appreciate your genuine concern but they may also realize the imperative need to take care of their teeth which again helps your practice. And your passion should be shared by your employees as well. This is why you should select the members of your staff properly and not just settle for live bodies.

Elliot likes writing and is interested in Dental Marketing and Dental Practice SEO. Please take care of your teeth.

 

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