YOU ASKED FOR IT

“It’s a small world,but I wouldn’t want to have to paint it.”

—Steven Wright

December 11, 2013MOBILE MARKETING OPPORTUNITIES

BRAND OBSERVATIONS OF THE DAYFrom my random collection of info sources, here are some highlights related to the brands of our times...

• BDO just released survey results that said 25% FEWER CMOs were using mobile marketing this holiday season. You heard it,

25% LESS are using mobile marketing! Lend me your ears, folks...mobile sales accounted for 40% of online traffic over Thanksgiving weekend, and

33% on Cyber Monday. Oddly, sources were quoted as saying, “...the economy is

uncertain...so it makes sense to me that they are thinking they will sit on the sidelines for now...” Oh for the

luxury of sitting on the sidelines and watching the competition rake in the

cash (when it’s hard to come by in the first place.) Must be nice...or perhaps insane.

Seems like a BIG opportunity for retail brands like Eddie Bauer, American Eagle, Macy’s and even Walmart!

• According to BrandChannel, over the last 12 months both diet and non-diet cola sales have fallen dramatically. To combat the negative publicity that anti-obesity groups have laid on the sugar-filled beverages, Coke is considering the roll-out of its stevia-based Coca-Cola Life in the U.S.—a product they’ve already introduced in Argentina.

• Facebook announced that it is considering the addition of a Sympathize button in addition to Like, Comment and Share. So...what’s there to consider? To “Like” a post of your friend’s dog’s obituary has always seemed a little weird to me anyway. Bring on the opportunity to “sympathize.”

JIM HUEBNERj i m h @ h u e b n e r p e t e r s e n . c o m

C E L L U L A RT E L E P H O N E970-420-3382

Hmmm.

Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck

From the remaining gray matter of Jim Huebner

Information that will make you smile, groan or think...

I’ve heard ofsinging for your next meal,but this is a new one...

bitbybitmobile.com

© 2013 Hmmm by Jim Huebner

It’s that time of year again, when I blow the dust off the DVD player, grab a couple of hankies, and plug in one of my many copies of It’s A Wonderful Life for the annual viewing.

The movie has been my favorite since the mid-1980’s, probably because it’s so easy to relate to George’s quest for greener grass. Little did he know that while searching for it, the trust and loyalty he was building through his everyday interactions with his community was actually the thing that would one day save him.

If only companies could build brand trust the way George Bailey does in It’s A Wonderful Life. Not only would they be more successful, but the world might just be a little better place, too.

So how did he do it? How did George Bailey build trust in his “brand”? Well, the list is long, but here are five things he did consistently...

• Thought leadership. George was THE thought leader in his community when it came to housing. As co-owner of the Bailey Brothers Building & Loan, he had very specific views on home ownership, and he made the entire community aware of (and benefit from) those views. This positioned him as an expert and added trust in him personally and his company’s brand.

• Community involvement. In George’s case, it was his local community. In your case, it might be your online community or the industry in which you’re involved. Either way, being engaged and involved certainly helps establish trust in the brand.

• Compassion. Standing up for the little guy. Listening to and helping solve customer problems. Doing things for the “greater good” and not solely for the bottom line. All of this goes a long way in building brand trust.

• Transparency. You could see through George to his back collar button. It was one more reason people trusted

him. He made himself vulnerable with little to hide. Brands need the same thing—a culture of transparency as they pursue building consumer trust in their brand.

• Dependability. Over the years, hundreds of people came to depend on George. They relied on him for home loans, for civic service, for advice, and for help in times of need. He was consistently there for his family and friends...and established more and more trust along the way.

If you’re looking for some inspiration, be sure to take time to watch It’s A Wonderful Life this holiday season. Or, if you happen to be in Elkhart, Indiana on December 16th, stop by the Lerner Theatre and watch it with us as we celebrate HuebnerPetersen’s 25th Anniversary with clients and friends. It could be a great first step in getting your clients to trust your brand...George Bailey style.

Jim Huebner is President of HuebnerPetersen Integrated Marketing.The firm was established in 1989 and specializes in making companies heroes to their distribution channels through strategic brand positioning, integrated marketing, and front lines marketing services. You can reach Jim at jimh@HuebnerPetersen.com or on LinkedIn. For “Hmmm” archives, CLICK HERE

Getting them to trust your brand...George Bailey style

...and on its way to the HuebnerPetersen blog...! PAGE2

WORDS TO

LIVE BY

...I bring you good news

of great joy which will

be for all the people; for

today in the city of

David there has been

born for you a Savior,

who is Christ the Lord...

–Luke 2:10,11 (NASB)

“Like” HuebnerPetersen on Facebook, and we’ll drop a buck in the kettle! Merry Christmas!