More mistakes in marketing Part 5
[ ] Failing to leverage word of mouth by using brand community techniques. Each brand has a small, dedicated cluster of devotees and advocates who are a powerful advertising force. Engage them in behind-the-scenes activities, advance news of new products, etc., and they will spread the word through their networks. Smart companies foster a ‘fan club’ approach with activities that celebrate the brand. See Harley-Davidson go.
[ ] Needless brand extensions. Simply having a tick in the matrix box is not a good enough reason to launch a brand extension, even if the competition has one. Extensions can erode brand values, erode profitability, drive overheads up, and confuse the market and the channels of distribution. You should have good profit-driven reasons for stretching the brand. Read Trout and Ries on extensions.
[ ] Untargeted use of premiums (giving stuff away for the sake of it). Many companies give umbrellas and pens and a gaggle of items away to people willy nilly without a communications plan or objectives. They did it before and they will do it again…. By why? Because we’ve always done it. Unless there can be a measurable objective attached to it, drop it. Every item of expenditure must earn its place on the marketing calendar.