Two experiences this week to share. Both reinforce the point that “everything communicates.”

Cincinnati Pops - A great Cincinnati feature sold by our CVB

Cincinnati Pops - A great Cincinnati feature sold by our CVB

Cincinnati USA CVB:  At a Board meeting this past week, the VP for Marketing and Strategic Initiatives shared some of the great work and great progress the organization is making at communicating to secure new conventions and meetings in our town (full disclosure, I chair the Board of this organization).

She shared some information about recent “FAMs” (familiarization tours) held by the CVB to show-off the region to meeting planners including interesting food experiences, entertainment options and random interactions with citizens. 

She reinforced their very successful efforts with the term “everything communicates” when referring to the experiences they seek for their guests.  She was right on.

Parking Perks

Parking Perks

Perkonomics:  I spoke this past week to a gathering of 20 Catholic high school principals about marketing in a recession economy.  I shared with them a new trend in marketing referred to as “perkonomics.”  Well, it’s kind of new. 

We all know that perks and privileges are nothing new.  But, figuring out how to develop and deliver them in the context of an organizational mission for a consumer who is consumed by challenging economic realities is the real trick.

I occured to me that perks and privileges are nothing more than an extension of the concept that “everything communicates.”

It’s all about the value exchange between the business and the consumer.  It’s all about not playing the price game and putting at risk your brand equity.  The consumer really wants value, not just what’s cheapest.

So, “everything communicates” and perkonomics, at least to me, are about figuring out how to communicate and deliver real value to minimize price sensitivity in a tough economy.

Any thoughts?

Post by Nick Vehr – 9.26.09

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