Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
In an attempt to make my life even more sedentary, I recently bought a new HDTV. At the moment, my TV is on a stand precariously sitting atop a cheap IKEA dresser. I've had a few visions of me overzealously opening my sock drawer only to have my new Samsung come crashing down. This is not good. Inspired by one of those empowering and uplifting Home Depot commercials, I decided to wall mount my new HDTV. Armed with a mounting kit for my new TV, I immediately ran into a problem when my stud scanner failed to find any studs in the wall. Interesting. I figured my best resource would be asking for advice from the experts at my local do-it-yourself megastore. The employee that I spoke with wasn't as helpful as I had hoped but did point me in the right direction to the appropriate hardware for the job. Moments later, I found myself standing in front of a pegboard of anchors, toggles and fasteners, carefully reading the packaging of each. While I didn't have a definitive product that I was sold on, I had a few frontrunners in mind and figured I'd do a little more research and come back later. After scanning the web for a while, I eventually came across Toggler.com, which provided a detailed overview of their products along with how-to videos for common installation projects. So far, so good. But since I was in a unique position of not being able to identify the wall type (and not wanting to hack into it to find out / too lazy to ask my landlord directly), I still needed some additional consultation. I noticed they had an 'Ask an Expert'? section. After reviewing a few dated posts, I figured there was a slim chance I'd actually get a response. I sent my question via a submission form into what I thought would be a black hole. A few days later I get an email from an Executive Vice President (!) at Toggler asking me to call him at my earliest convenience to discuss my problem. And that is how Toggler got a customer for life. The point of my story is not just that I'm an incompetent 'do-it-myselfer'?, but rather that there are many steps throughout the shopper marketing process where a brand or retailer can affect purchase and gain traction and affinity. There were several opportunities throughout my own personal buying experience ' from employees at retail, to product packaging, to website content ' all fresh opportunities for me to become a buyer. It just so happened, that one brand delivered so far above and beyond my expectations that I have now become a lifer and will recommend them to friends and family (and loyal blog readers!) for years to come.