NGR's Blog

How crucial is it for your organization to have a professional web presence? The reply to that query is a resounding YES! Your organization’s website is definitely one of the most essential marketing communications tools you should have. It is definitely working for you. It’s a representative that’s accessible 24 hours, 7 days every week and often the foremost place a prospect gets information about your organization or products. However, what does your current website say about your organization?

Are you wondering what’s happening to your customers? The truth is they maybe wondering what’s happened to you. Think of your customers as friends. You communicate with your friends regularly. Sometimes it’s just to keep in touch and other times it’s to let them know about something special that’s going on. But what happens when you don’t hear from your friends for a long time. You begin to wonder what’s going on.Why haven’t they called or emailed you? Are they still around? Maybe they have new friends and do not have time for you anymore. Maybe they haven’t heard from you in so long they think you’ve forgotten about them. In any case it’s important to keep the lines of communication open and stay in touch.

You need to be thinking of your customers with this same philosophy.Just because someone did business with you a year ago does not mean they will continue to think about you and remember you a year later when they need something else. If they don’t hear from you or see your promotions, chances are, they will forget about you and do business with another company who is maintaining some form of communication with them.

Experience-based marketing is not a new concept, as it has been around for a while and many B2C companies have had a lot of success implementing it. The challenge is for B2B companies to use such techniques to advertise and market. Experience marketing gives the target audience a first hand experience by giving the audience the ability to touch, feel, see and know your offering or product.

Max Lenderman, the author of "Experience the Message",  says engaging potential customers is more important than shoving advertisements into peoples' faces. With an attention span of 8 seconds which is equal to that of a goldfish, it is really hard to reach the target audience minds with one or two or even 10 instances of our marketing campaigns. I like two examples that Max Lenderman gave at the Art of Marketing event.