I’m at 29,000 feet, flying back to San Diego after four days at an Internet retailing conference in Chicago. 5,000 attendees and 500 more speakers and exhibitors gathered for the purpose of figuring out how to sell us more stuff. In past years, the major takeaways (biz talk for tangible things learned) may have been the way to use technology to probe our specific interests so that marketing messages could be pushed our way, or how to tap into our social interests to do the same, the importance of coupon deals and free shipping, etc. Strategies like these were still discussed aplenty.
But - this year - the big-idea; the 21st Century cutting edge theme in online marketing, hot off the presses is . . . . Ready? RESPOND TO THE NEEDS OF YOUR CUSTOMER. I am not making this up. The biggest marketing gurus in the country, the keynote and featured speakers kept saying this over and over again (some as if it was a new idea). Customers want authenticity, service, a good long-term relationship with a merchant. Research, in fact, concludes that “price” is not as important as many may think.
People are smart and not easily manipulated. Customers know and do what they want. Good marketing simply shines a light on one’s business as the right place for people to find what they’re looking for, and that means the entire shopping experience.
We hope you’ve picked up the fact that VillageHatShop.comhas always been about these values. If not, the $1,000+ per head admission to this trade show has certainly reminded me that we need to work unfailingly to demonstrate that our same mission of the past 29-years remains clear.
Thank you for your patronage,
Fred Belinsky
www.VillageHatShop.com
PS. Check out the newest video – Rotary Downs “Djinni Stomp” – at our Hat Videos and Short Films page.
