“The highest compliment you can pay a brand is to retell the stories it shares about itself. An even greater one though, is being able to repeat those stories accurately … because they were so engaging, they couldn’t help but be remembered. So how and why do brand stories work?
“In the fourth of this generational marketing series, Neil Osborne explains that despite all their narcissistic baggage, Gen Y will likely prove that they are ‘special’ and in doing so, deliver a motherlode of money to ‘right-fit’ businesses.
“They’re the neglected middle child. You know, the one that gets overlooked for everything. If you’re not one yourself, then there’s probably one next to you… not that you’d notice. Caught between the Baby Boomers and the Millennials, Gen X is renowned for being ignored and neglected. But don’t despair, social research had finally caught up.
“From the earliest days of retailing, merchants have rewarded customers with perks, to build loyalty. However much like the insidious effects of drugs, price discounting destroys you, your business and your brand. Let’s see why.
“The Baby Boomers were the first real consumer generation and show no signs of slowing down their spending anytime soon. Neil Osborne explains why women aged over 50 are your most valuable clients – and how to attract them to your salon.
Recently a client identified the majority of her sales team as the ‘Teller’ sales type, with just one ‘Seller’ in the group.
She also admitted they were all brilliant at product knowledge and education (having technical backgrounds) … but their cold calling skills were stale and they were struggling with bringing on new business.