| 14.2°C Dublin

MARKETING

Marketers who want to get their brand noticed and stand out from the crowd must do something remarkable, DDFH&B Group below-the-line boss Gary Brown (pictured) told the An Post Survival Skills conference in Croke Park. Michael Flatley became a world-famous Irish dancer because he did something remarkable, he pointed out.

Rather than keep his hands tucked down by his sides, as traditional Irish dancers had done for years, Flatley waved his arms about in the air. By going against the norm and doing something different, he caught people's imagination. Irish marketers who want to see their brands succeed over their rivals must be prepared to do remarkable things, too.

Brown said Clontarf auctioneers Gallagher Quigley threw away the rule book with their signage. Instead of the same old 'Sold' and 'Sale Agreed' messages gracing their property signs, they go with customer advice lines like 'Gone' and 'Better Luck Next Time'. Being remarkable doesn't have to cost much and clever ideas get people talking.

Marketers should stop worrying about technology and start thinking about who trusts them. Technology doesn't sell products and services; building customer trust does.

Restaurant owners should hire people who care. Patrons can sense an eatery that cares and, if they don't feel 'the love', they won't bother going back again.

Car dealers don't say thank you enough. After making a sale, they should send a letter to customers with a gift voucher for a pair of driving gloves. Marketers should ban staff from using the word 'but', because it's an excuse for doing nothing. Every word before 'but' is totally meaningless.


Privacy