Winning with Mixed Marketing
Working the front line
While advances in technology and the tools available to reach your customers can yield great success, they are not the only method through which to engage customers. The first line of interaction, such as the cash register attendant or the guest services representative, is still one of your greatest marketing tools. These staff members can make or break an interaction with a customer. Is your crewmember having a good day? Does he or she feel empowered to make decisions? How is morale in your company? Have you provided staff with the proper training and tools to effectively engage the customer?
Passionate, magnetic, fun
In-store point of purchase (POP) materials can also send a clear message by catching the customer's attention with dramatic visual imagery or compelling headlines that contribute to the overall brand experience. POP offers an opportunity for the customer to relate to the brand before ever purchasing a product. At Auntie Anne's this form of brand engagement includes images of pretzel products and tongue-in-cheek humor to express the passionate, magnetic, and fun brand personality for which the company is known.