Sunday, February 19, 2017

Consistency across sales, marketing and branding

I am constantly receiving offers from companies via email - 20% off this, free shipping that, etc.  However I am often shocked at how the emails from these companies, while often attractive and perhaps generate positive revenue, are inconsistent with the company's brand.  And over time, if the brand image is sufficiently negatively impacted, the short term benefit of the email marketing campaign will pale in comparison to the damage done.

Just this morning I received an email from Ralph Lauren touting a 65% off sale plus an additional 30% on select items.  This isn't such a luxury brand experience for one of the most expensive clothing companies in the world?

Companies need to take a deeper look at integrating their sales, marketing and branding teams to ensure that there is a consistent strategy across all three.  Without this, the marketing efforts can actually be detrimental to the long term goals of the company.

No comments: