Last week Genoa Black’s Stephanie Smith and Tom Barton attended the Sales & Marketing Academy Scotland for a day of industry insights and training. Reflecting on the day, in this article, they both share the top tip they learned from the panel of industry experts.

Stephanie Smith – Marketing Executive

The last Sales & Marketing Academy Scotland session saw presentations on different aspects of sales, digital marketing and branding. Personally, the most significant learning of this session was that of the intricate and interdependent nature of customer touchpoints.

With customer touchpoints spanning across the customer journey and featuring at every single point where a potential customer comes into contact with your brand, a customer touchpoint can make or break a brand. This learning highlights the importance of marketing professionals not only ensuring their brand is consistent across different channels, but also the importance of working with other departments in order to ensure a cohesive and impactful brand at every opportunity.

For instance, say you have developed a professional and effective marketing campaign across your website, social media and advertising. However, when the customer comes to speak to someone on the phone, the person is rude and abrupt. The reputation of the brand will be tarnished because of this one incident. Nowadays, this is even more critical with consumers’ ability to influence one another on the internet.

Therefore, marketing professionals should look at their organisations holistically, ensuring that the brand is effectively portrayed across the entire customer journey; including during phases that are traditionally not the job of the marketer.

Tom Barton – Brand Marketing Graduate

At the recent Sales & Marketing Academy Scotland Iain Swanston, from Klozers, gave a talk on creating value. The top tip that I took away from the session was that you have to remember people perceive value differently.

The example used to demonstrate that value is in the eye of the beholder was paracetamol. Iain proposed that supermarket own brand paracetamol and branded paracetamol where exactly the same product only differentiated by price, messaging and packaging. Looking at these two products one customer might perceive the own brand product to be of more value because it is cheapest. However, another customer might perceive the more expensive, branded product to be of more value because the messaging, packaging and price suggest it is of better quality.

The tip following this insight from Iain was that you should identify what your intended value is and make sure you are in front of the right person. Secondly, when in front of the right person, because value is 100% perception, you need to then make sure your branding communicates your value to your audience. You need to paint a picture with your visual identity and messaging that presents the value of your offer.

  • Connect with Stephanie on LinkedIn.
  • Connect with Tom on LinkedIn.


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