tag:blogger.com,1999:blog-35324813.post3865059140895708221..comments2024-03-23T03:39:09.089-07:00Comments on Construction Marketing Ideas: Branding, systems and priceConstruction Marketing Ideashttp://www.blogger.com/profile/16968597544299489425noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-35324813.post-74508720268041525322007-11-16T19:39:00.000-08:002007-11-16T19:39:00.000-08:00Excellent column, Mark. And one of the key thing...Excellent column, Mark. And one of the key things you said was:<BR/><BR/>"....they price their services as if they are competing in the commodity-based open market."<BR/><BR/>Far too many business people in the service industry do act as though they are selling a product, instead of a service. And even some who do realize they are really service providers, they still compare themselves to their competitors instead of creating a new elevated service category or position where no one else is in but them.<BR/><BR/>And the reason with the google problem and brand is due to the fact that erroneously, far too many "pros" consider marketing a form of branding.<BR/><BR/>Marketing, like advertising, may only get one in the door, or get the customer into your store. How the customer "perceives" she was treated is "branding." The customer creates the brand, positively or negatively. Marketing and advertising create the "temptation." Branding is the customer's way of telling the seller if the temptation was worth the decision to succumb to the temptation.<BR/><BR/>Think of an entertainment park with a roller coaster ride. Advertising gets you into to go to the park. Marketing tempts you to try the ride. But it's the customer's perception of the "experience" of the ride that determines if she'll go on it again, or talk others to go on it.<BR/><BR/>The caveat is with those "experiences." For with each contact the customer has with your company, anyone in the company, more "experiences" are created. <BR/><BR/>So one had better assure his/her culture and systems are such that those "perpetual" experiences continue to be positive. One steering wheel removed from a car that's operating, and the subsequent crash causes the loss of the customer too.Sonny Lykoshttps://www.blogger.com/profile/13685665897880775993noreply@blogger.com