winter

FEBRUARY 2008

    leading the pack:
            marketing tips for 2008

one. companies need to be authentic Even before Enron and Worldcom were exposed as frauds, consumers have scrutinized corporate behavior to find the truth behind the image. Today, in the midst of the push to "green" America, this is even more true. The public is skeptical about corporate claims to be green and socially responsible — companies need to take stock of their practices and authenticity. two. companies need to be deliberate about the customer experience Whether your company is all about the folksy humor of Southwest Airlines, the youth vibe of Apple or iTunes, or the old-worldliness of Smith Barney, you need to commit to a user-experience profile or brand persona and reinforce it in all the ways you speak about your company and respond to customer needs. three. companies need to recognize that they can't win all customers A study at Baylor College of Medicine showed that our brains are hard-wired to choose products and services we relate to emotionally. A blind taste test of Pepsi and Coke showed a strong preference for the taste of Pepsi. But when tasters where told which choice was Coke, they changed their preference. The brand image of Coke outweighed the taste. Know your audience and target the like-minded. four. companies need to embrace the complexity of truly being different, not just sounding different Customers are savvy and are way beyond the hype. Companies need to find ways to better serve customers in real, practical ways. This is particularly true for green products and service companies. Customers are not buying generalized, unsubstantiated claims. five. companies need to target products and services more narrowly, as an expression of their customers' individuality Mass customer solutions and products are things of the past. Customers want your products or services to address their individual needs. Customers want to know what you stand for as a company so they can align themselves with it. Customers choose to shop at Whole Foods over Safeway or drive a Toyota Prius over a Ford Expedition because of what it says about them. The summation for us is this: try a little harder to lead the pack, and not follow it. Creating your own "sub" subcategory may sound risky but it is often the only way you can earn customers.
	In the Green and CSR world... Did you know that even the NFL is going green? It's true. Big plans are in the works to put on a carbon neutral Super Bowl for 2009. Stay tuned.

	Insight180 News Line of Sight launches its new project management consulting practice website. Working with Insight180, Line of Site rebranded with a new logo, website and materials. www.line-of-sight.com Insight180 orchestrates AlignStaffing's total brand overhaul. New name, new logo, new site, and new marketing plan for this healthcare and social services staffing solutions provider. www.alignstaffing.com Operation Lifesaver Inc. gets positive response from ads created by Insight180 to inform college journalism and photojournalism programs of rail safety tips.
Insight 180 • 8307 Main Street, Ellicott City, MD • 410-203-0777 www.insight180.com • www.insight180green.com • email Insight180 is a leader in brand consulting and design, located in Ellicott City, MD. We advise companies on differentiation strategies and brand communications, with specialized skills in social responsibility and green-certified communications.