Rob Berman is a PRODUCT DEVELOPMENT / MARKETING Executive with a proven track record of success growing the top and bottom lines in small, medium and large companies as well as matrixed and multi-national organizations. Experienced in domestic and international markets. Effective in a fast paced environment with multiple priorities -- meet deadlines while consistently bringing new products to market, managing existing lines of business, driving communications and achieving financial targets.
There was a great question on LinkedIn recently. The person asked, “What is the first thing a Director of Marketing should do?”
Responders to the discussion post had more questions than answers, or gave answers that were not on point. My response was simple: “Fill the Sales Funnel.”
Many customers look at paid advertising with a discerning eye while not filtering out those positive mentions generated by Public Relations.
I think of testimonials as having the halo effect of PR but the clout of advertising.
I know it sounds like one of those Multi-Level Marketing (MLM) come ons. However, the concept of a Triple Bottom Line is catching on with many businesses.
Triple Bottom Line
Triple Bottom Line is voluntary reporting some companies use to measure their ecological and social impact alongside their financial performance. Utilizing various techniques a company may capture their financial (profit), ecological (planet) and social impact (people). The triple bottom line becomes 1) financial, 2) ecological and 3) social impact.
Let’s take a look at the three different metrics.
Regional preferences, experiences and habits guide our approach to many products like food and drink. Think of Soda in the Northeastern US, Pop in the Midwestern US and Coke in the Southern US. All are names for the same product.
Depending on where you live in the Northeast US you enjoy a Hoagie, Hero, Sub or Grinder. Would you be getting the same or different food when you order? Often, you would get the same food with a different name.
I recently stopped in a large wine store to purchase a bottle of wine. The store was conveniently located near my errands. The customer experience left me a bit chilled.
Cellar or Seller?
The wine industry has been trying to fight its elitist image for a number of years. The typical method appears to be more friendly and helpful staff. Eliminate the fussiness.
I went into a store that had “cellar” as part of its name. The name conjured the image that the wines would be properly cared for in the correct climate conditions.
At my wife’s request, I was seeking a bottle of wine to share during the weekend. Open to what to buy, I was heartened to see a sign indicating a wine tasting in the “Loft”.