time do I consider buying certain items because I have been cultured that way .
The things I would routinely afford every month are now on sale , but I have been programmed to think that certain products are cheaper or more ‘ enjoyable ’ to use during the festive season . Not exactly true – but I believe it anyway . I am also teaching the same thinking to my children , though subconsciously .
It has been a tough year for many brands . Competition in the Kenyan market has grown immensely . As such , I would encourage marketing approaches to start with a different question this season .
The end game is definitely to make a sale , but a reflection on what work would be best suited for the season is the answer . Put another way : Are you interested in ‘ planting a garden ’ or ‘ tending to one ’?
It ’ s a no brainer that a number of brands would respond and say that they have been tending to the garden all year – growing customer base , improving quality of products and it is now the time to plant the garden . Reap the benefit .
Easy projects are always exciting . Additionally , such work helps you build your base . In spite of arguments to the contrary , this remains a worthwhile pursuit . Returns are often quite rewarding .
The thrill comes in completing a new project , and better still within the timelines . The mental stimulation brings the excitement back to the job allowing opportunities to hone your skills and stave off boredom .
However , a transformation from short term thinking to seizing the opportunity for the long haul can also be gratifying . A long
‘‘ It has been a tough year for many brands . Competition in the Kenyan market has grown immensely . As such , I would encourage marketing approaches to start with a different question this season . The end game is definitely to make a sale , but a reflection on what work would be best suited for the season is the answer . Put another way : Are you interested in ‘ planting a garden ’ or ‘ tending to one ?’’
term approach using a short term medium also allows for more holistic decision-making and greater expansion opportunities . It is an opportunity to collect data , and refine solutions accordingly .
Additionally , there ’ s more room using this approach to reshape a product that provides lasting value .
Having used both approaches , managing two brands at a time – one very impulsive and one more laid back , the obvious benefit has been in the product that is not quick to put out a sale , or respond to market pressure . Customers trust it more and will pay for it all year .
The product that uses a knee jerk approach that is waiting for festive season offers sits on ice doing just that - waiting for the festive season !
The sales will spike and people will be quite pleased to pay for it . The kind of Christmas that the product will offer you is unforgettable .
In the end , it remains only good for the happy days , it cannot offer me much to carry customers into the not-so-happy days of their lives , which are many !
On the contrary , the product that focusses on the long term is a partner to its customers .
On the good days and bad days , the product still remains top of mind . It becomes just as useful as clothing , toothpaste and bathing soap . The customer is incomplete without it .
That the kind of product that ignites the real feeling of a festive season . It makes the customer feel so good , that they are likely to share it with others .
They also think about the hard times ahead and will make a foot note to be able to remember to pay for it .
I love both products dearly , I just like the one that ’ s easier to work on . Which is the one that has a long term vision and obviously pays for itself all year .
It may also be because of my personality , I ’ m a bit of a generalist . I enjoy defining a user experience one day , scripting a video the next , and toying with an illustration the one following .
I ’ m also a bit of a control freak . I want to build things well . This means I enjoy refining details others might not . Probably that is why working on a long term goal
16 MAL 15 / 16 ISSUE