Effective branding is all about relationships. I was reminded of this fact recently as we started getting ready to move. Visiting one of our favorite stores, we spent some money on things we’d be needing for the new place. We chose this particular retailer for the styles they feature and for their not-so-crazy prices. Overall we were pretty happy with how everything works in our new rooms.
Then it began. Not weekly, not daily, but close-to-hourly messages from that same store. On Facebook, via email, and popping up on pretty much any site we might happen to visit. Many of these intrusive ads were for the very item we’d just bought.
Slowly but surely, my affection for this particular retailer began to sour. I might consider coming back if you would just leave me alone for a few minutes. To add insult to injury, one of the bigger purchases we made showed up on my feed two weeks later on sale. Now I know. If I’d waited a couple of weeks, I would have saved hundreds of dollars. This is not the kind of message that garners affection and loyalty.Read More