Two former long-time Starbucks marketers, John Moore and Paul Williams, are reuniting
to teach the business world to sing in retail marketing harmony.
The price of a product doesn’t necessarily affect its marketing plan. Objectives still need to be set. Strategies must be identified. Tactics need to be developed. Constraints (budget & timing) must be listed. None of that changes with low-priced or high-priced products.
In many organizations, we marketers don’t play a role in setting pricing. That is determined by the product, sales, or finance teams.
“Give, and you shall receive.” It’s an old and overused proverb. And for good reason… it works. The more kindness we give others, the more kindness we receive. The more knowledge we share with others, the more knowledge we personally receive in return. The more generous we are, the more generously we profit.
“It’s not about customers being loyal to you. It’s about you being loyal to customers. You earn loyalty by giving it.” I love that quote from from “Managing the Customer Experience”
The secret to clutter-free in-store programs is discipline. The discipline to say No. As a marketer at Starbucks we were responsible for building in-store programs. Our first step was to take a look at the inventory of products and programs and craft an engaging experience for customers.
© CrackerJack Marketer. When you're a really good marketer, they call you crackerjack!
