Food and Drink
First Impressions and Why They Matter
Grow Your Customer Base On A Foundation Of First Impressions. In the overwhelming volume of digital content thrown at us in 2022, attracting and securing consumers’ attention is a bit like finding a safe path in the middle of a thunderstorm — connecting with a critical message that matters to strangers despite the noise and…
Read MoreThrowing Marshmallows in a Dark Closet
Why Much of Marketing is Noise. Understanding who your customers are, what their motivations are, and connecting with them is absolutely essential in the sales journey. Whether B2C or B2B engagements the same methodology applies. When customers are offered what they need when they need it, it’s a perfect match. However, for the most part…
Read MoreCrypto QR Code, Uber’s Customer Journey, Millennials and Craft Beer
Why Not Try a Super Bowl QR Code Ad? A $7 million price tag for a 30-second Super Bowl ad may have been worth every penny for Coinbase, a cryptocurrency exchange app. With roughly 100 million viewers it’s worth throwing some serious money at an ad if it can get measurable results. So why not…
Read MoreThe Customer Journey, Building Connections That Stick
Building Brand Value is About Creating Relevance Over Time. At Radiant we focus on what is at the core or essence of a brand, a company, an organization. Diving into this essence and doing a competitive analysis is essential since your audience or customers are hearing a cacophony of voices, offers, and representations of value. How…
Read MoreListening.
Getting Away from the Noise. Marketing has a bad reputation. It should. Most marketers look for tools to reach more and more customers and grow their audience but do they really know who they need to reach and why anyone would be interested in what they are offering or broadcasting? New technologies allow us all…
Read MoreA Year Ending in Flux. What are the 2022 Marketing Trends?
The Global Disruption of Everything Two years ago the world was predictable, measured, consistent in all ways…often annoyingly so. As we all know, this suddenly and shockingly ended. The pandemic has brought with it the largest shift in global systems in recent memory. This disruption only emphasized the always-on connected and predictable way business, markets,…
Read MoreNot knowing the future is a way to invent what’s next
And then there was COVID… It’s March 2020: suddenly restaurants, bars, and schools are closed. When COVID hit and began to have global impacts, everyone was forced, location by location, nation by nation, to face a new reality. How and what we purchased changed overnight. Remember the toilet paper shortages (I still wonder why that…
Read MorePermits, Approvals? Forget it! Give Me Chaos!
The lawless and creative world of restaurant owners and retail rogues. An amazing and positive change that the pandemic gave us was innovative outdoor retail. Communities across the country found that the best way to support struggling restaurants, bars, and experience-based retailers was to let the business owners do what they wanted. Yes, forget the…
Read MoreRadiant Insights: Nudging, Brand Trust and Netflix
Nudge, How Subtle Influences Can Shift Motivations and Change Behavior. When it comes to marketing or forming strategies in economics that shift how people do things we usually see the goal of direct incentives—rules or penalties that are supposed to get folks to do the right thing, make the right choices. In the New York…
Read MoreRadiant Insights July
Big Data May Be Great, but Interviews Give You Hidden Insights. Easily accessible analytics for digital campaigns, website traffic, and ad responses give many marketers the false impression that they know who their customers are and what they want. Well, these kinds of results do show trends and provide much-needed insights into what’s working but…
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