
While working with a client on their up coming launch we have been working on developing a company store for them. Why do I feel that this is blog worthy you may be asking yourself? The fact is you would think it would be a no-brainer, but the fact of the matter is it wasn't. Until we brought up the concept it hadn't even occurred, or at least it wasn't top of mind.
Like Nike, auto manufacturers truly understand this form of brand extension. After all a vehicle purchase is second only to a home purchase in terms of big ticket items. You want that consumer to not only be satisfied, you want that consumer to be a fan. How do you do that, with pride of ownership. A vehicle isn't just transportation, it is an extension of who you are or in some cases who you wish to be.
An effective retail program that ties into the underlying brand image you have created is not just an additional revenue stream, but a statement of consumer satisfaction and absolute buy in. Customers aren't the only ones that derive a sense of identity from company stores, employees do as well. I think my first year at the auto dealership I worked at I spent 10% of my salary on branded items. I wanted everyone to know where I worked so I could turn them into customers. Apple is another great example of this. Check out Steve Chazin's free e-book, Marketing Apple and you'll see what I mean. You think those white headphones were an accident?
If you have a strong brand image and a loyal following of customers then why don't you have a company store? It doesn't have to be huge and most any promotional products distributor of note can do it for you at a nominal investment. Many of them will even manage it for you, I know that we do. <<< "shameless self-promotion."
Like Nike, auto manufacturers truly understand this form of brand extension. After all a vehicle purchase is second only to a home purchase in terms of big ticket items. You want that consumer to not only be satisfied, you want that consumer to be a fan. How do you do that, with pride of ownership. A vehicle isn't just transportation, it is an extension of who you are or in some cases who you wish to be.
An effective retail program that ties into the underlying brand image you have created is not just an additional revenue stream, but a statement of consumer satisfaction and absolute buy in. Customers aren't the only ones that derive a sense of identity from company stores, employees do as well. I think my first year at the auto dealership I worked at I spent 10% of my salary on branded items. I wanted everyone to know where I worked so I could turn them into customers. Apple is another great example of this. Check out Steve Chazin's free e-book, Marketing Apple and you'll see what I mean. You think those white headphones were an accident?
If you have a strong brand image and a loyal following of customers then why don't you have a company store? It doesn't have to be huge and most any promotional products distributor of note can do it for you at a nominal investment. Many of them will even manage it for you, I know that we do. <<< "shameless self-promotion."
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