Friday, April 20, 2012

Already beating the competition? Advertise anyway

Recently, a few of us were watching TV with friends when a Coca-Cola commercial came on.

"Why does Coke keep advertising?" one of them asked. "They're already one of the biggest brands in the world. What more could they possibly get out of it?

Us: "Well... does your wife love you?"

Him: "Yeah, of course."

Us: "Then why don't you stop talking to her?"

Just like your loved ones have a relationship with you, Coke drinkers have a relationship with the Coke brand. It doesn't end at a single purchase - like any relationship, it needs constant communication and reaffirmation to survive.

Many companies rely on their salespeople to maintain their relationships. But beware: Competitors can lure your salespeople away with just a small pay raise. And when they leave, the relationships you count on can go with them.

Communicate with your customers through your brand, not just your sales staff. That way, when your staff changes, your customers will have a constant reminder that your core values are still the same.

Of course, "not communicating at all" isn't an option. Even if, like Coke, you don't get any immediate gains from it. On the contrary: When you're the leader, communication is more important than ever.

Being #1 doesn't mean you're special. It just means you have the most to lose.

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