Question

Topic: Other

Client Problem - Proposition Is Not Believable

Posted by ReadCopy on 12/23/2004 at 11:56 AM ET 500 Points
I have an interesting marketing problem with a new client of mine, he runs his own “not for profit” organisation (with the help of his wife, and lots of volunteers).

Over the years, his brand image has been suffering, and so has belief in his proposition.

o His core work is VERY seasonal (just a couple of weeks each year) – although he works long hours all through the year on plans and lists.

o His brand image is known throughout the world – but with poor imitations cropping up, his image is taking a downway tumble

o Although this organisation doesn’t have a name, his name and his image is very well know – but again copied greatly with no royalties paid.

o He has an excellent delivery record – although I have seen his delivery schedule, I am not sure how he manages to keep a 100% QoS!

o His uses out of date communications and transportation – preferring to do almost everything by snail mail, he is slowly waking up to electronic communications, he still doesn’t have a website, email address or own a mobile phone

o Probably the worst aspect is that his business proposition is so fantastic, fewer and fewer people are believing in him!


How, if I should, could I drag him into the modern world and ensure that his ‘service’ proposition is believed by everyone.

Many Thanks for your help
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RESPONSES

  • Posted by SteveByrneMarketing on 12/23/2004 at 3:29 PM Accepted
    He’s an old world kinda guy – it works for him leave it be. Although, out here in Southern California beachland, I see many pictures of him on surfboards and just hanging out at the beach – old world hits the beach. That works too.

    Merry Christmas,

    - Steve
  • Posted by SRyan ;] on 12/23/2004 at 5:35 PM Accepted
    Andrew, if you do a little market research, you may find that your client's service proposition is indeed in the confident forefront of his customer's minds.

    You just have to focus on the right demographic -- the age 2-7 group. (You might even go younger, but their communication skills aren't sophisticated enough for most survey techniques.)

    - Shelley
  • Posted by Deremiah *CPE on 12/25/2004 at 2:40 PM Accepted
    AndrewS,

    Taking this guy into the future sounds like a MISSION IMPOSSIBLE!

    Especially since he gets so much help from his wife and volunteers. Well you might be a little surprised at what a hard working man will do for a...(let me clear my throat) uh uh..."Go-o-o-ood Woman" (and it sounds like he has one because she's helping him take care of his business and manage his thing). So let me repeat a good woman, a good thing and host of volunteers is hard to beat.

    Now I think I can see why he's having trouble moving into the future because his past is "so go-o-oood". It seems the influential factors that surround your current client are meeting his needs and his customers needs too. So I think maybe you ought to let him alone for a while. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Carl Crawford on 12/27/2004 at 8:37 AM Accepted
    This is from an email i recived:

    " According to the Alaska Department of Fish and Game, while both male and female reindeer grow antlers in the summer each year, male reindeer drop their antlers at the beginning of winter, usually late November to mid-December. Female reindeer retain their antlers till after they give birth in the spring.

    Therefore, according to EVERY historical rendition depicting Santa's reindeer, EVERY single one of them, from Rudolph to Blitzen, had to be a girl.

    We should've known -- ONLY women would be able to drag a big-butted man in a red velvet suit all around the world in one night and not get lost. "

    Seems ture

    Carl Crawford
  • Posted by ReadCopy on 1/1/2005 at 3:40 PM Author
    Thanks you guys, seems like this is a tough assignment, I haven't seen my client for the last week, his 'helpers' claim he's resting!

    I did suggest that we post a question in the Name/Tagline forum about his, but he said he'll stick with the "Ho Ho Ho" for now :-)

    Anyway, thanks for your suggestions all, good too see that there are some believers out there, I think thats what my client was looking for.
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