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Customer engagement after the sale can support brand discovery, drive future purchases, and improve the user experience. Brands that build ongoing relationships with consumers can also reduce the cost of customer acquisition. According to Digital Strategy Consulting, acquiring a new customer is five to 25 times more expensive than retaining existing ones. Profitability is at stake, too. Market research in Forbes shows that raising customer retention rates by just 5% can boost profits by 25% to 95%. As brands look ahead to 2021, it’s worth considering these numbers and reflecting upon holiday gift giving.

Brand Discovery and Brand Affinity

During the winter holiday season, many gift recipients discover brands in the form of products they wouldn’t normally purchase. For example*, a wine lover who adores Italian Merlot may receive a Chilean vintage that’s especially appealing. This causes the wine drinker to begin buying bottles of Chilean Merlot during subsequent shopping trips. Yet, these new purchases aren’t of the same brand. The buyer raves about Chilean wines but lacks brand affinity — a preference for the specific brand of wine that was received as a holiday gift. This is a lost opportunity for the vintner as well as for her marketing agency. …


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Gift giving is an enormous opportunity for brands. The size of the gift merchandise market is $1 trillion. Consumers spend $695 billion on winter holiday gifts alone. The market for business gifts is also booming and could reach $125 billion. At a time of year when many consumer products are gifted, brands are searching for a competitive advantage. They want gift recipients to become future buyers. Plus, they want gift givers to feel that they’ve chosen the perfect gift.

The best gifts delight both the giver and the receiver. The brand benefits as well. For existing customers, gifting strengthens brand identification. For prospective customers, gifting leads to brand discovery and, hopefully, future purchases. The giver of a gift becomes a brand ambassador. The recipient of a gift gets what amounts to a free product sample. Emotional marketing can influence the decision to buy a gift. …


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Audio detailing is a form of alternative marketing with demonstrated applications in the pharmaceutical industry. By using Voice Express Connect™, marketers can reach target audiences on behalf of sales representatives who are struggling to get meetings. In the past, audio chip technology transformed pharmaceutical industry marketing in a way that surpassed even Internet-enabled technologies. As today’s marketers struggle for attention, this case study provides lessons for the age of COVID-19.

The Demise of Detailing

Sales representatives from pharmaceutical companies have always wanted to visit physicians in their offices to present product information. Known as detailing, these meetings were not designed to sell a product directly. Instead, the purpose was to provide doctors with enough information so that they will prescribe a product to patients. Mini-detailing, as this process was known, involved explaining how a drug works and sharing indications and safety information. …


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Emotional marketing is an effective way to promote your Amazon listing, enhance your brand message, and increase sales through your Amazon storefront. By appealing to deeply-held feelings, this marketing technique creates a powerful connection that causes consumers to notice, remember, share, and buy a company’s products. With over 300 million customers in 180 countries, including 195 million unique visitors in the United States alone, selling on Amazon is a tremendous opportunity for all types of brands.

During the holiday shopping season, the combination of gift giving and emotional marketing can be especially profitable. Yet, the value that emotional connection marketing offers is available all year round. Voice Express, the leader in interactive print media, ranks number one on Google for “voice recorders for dolls” thanks to our Amazon storefront. …


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Direct marketing presents information about your company or product to a targeted group of potential buyers without the use of an intermediary. It’s different than mass marketing, which seeks to appeal to the largest number of people without regard to differences in demographics or consumer preferences. Direct marketing, or direct response marketing, also differs from approaches that rely on retailers or other third-parties to promote your company or product.

If you’re looking for a direct marketing definition or just wondering “what is direct marketing?”, it’s important to think about goals. Indirect marketing efforts such as press releases or online reviews seek to build awareness. By contrast, direct marketers seek to persuade the recipient of a communication to take a specific action. …


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In-store audio marketing can encourage consumer engagement and influence buying decisions. When combined with music, the resulting marriage of technology and emotion is especially powerful. Point-of-sale (POS) displays for music are as old as the compact disc (CD). However, the challenges that today’s media companies and retailers face endure. For example, POS displays need to provide high-quality sound in a low-cost but reliable module. Retailers don’t want to carry excess inventory. In addition, media companies don’t want to lose sales because of long lead times, high shipping costs, or challenges with customization.

Interactive Displays and Purchasing Decisions

About

Voice Express

Voice-Express® was founded in 1997 to design and produce a variety of innovative sound-enhanced products using the Company’s patents for voice-chip recording.

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