Oct 09, 2019
Creating a Great Brand Experience
By Christopher Wallace, President, InnerView GroupTHIS ARTICLE FIRST APPEARED IN THE SEPTEMBER 16/23 EDITION OF FLOOR COVERING NEWS If you asked most people to tell you their favorite flooring brand, they’d struggle. In fact, they probably wouldn’t have one at all—and with reason. Brand recognition is incredibly low in the flooring industry, research shows. It isn’t easy to be a brand in the flooring sector. The product goes from the manufacturer that makes it to the retailers that sell it, and somewhere along the way...
Sep 25, 2019
Telling the Same Story is a Key Differentiator for Your Brand
By Christopher Wallace, President, InnerView GroupThe digital era we live in gives consumers a world of choices. That means brands are competing for business more than ever before. Unfortunately, too many struggle to share their message in a way that makes them stand out as the clear best choice. At the same time, consumers are looking for more personalized experiences — talk about a double whammy. In fact, experience is one of the major factors people take into consideration when deciding to make a purchase....
Aug 21, 2019
Sales and Marketing Alignment Key to Telling a Consistent Story
A key component of internal brand alignment is having your sales and marketing teams speaking the same language and sharing the same goal. Ultimately, marketing needs to step up and take responsibility for getting the message downstream and equipping salespeople to be storytellers, not merely encyclopedias This post originally appeared on the Marketo blog on August 6, 2019 Marketing and Sales Need to Rally Around a Single Story It seems that for decades, experts have been telling us to tear...
Aug 08, 2019
What Daredevils Can Teach Us About Internal Marketing
By Christopher Wallace, President, InnerView GroupDid you see the guy who jumped his mountain bike over two sections of the Tour de France a few weeks ago? Maybe you didn’t, but millions of people across the world watched him make death-defying leap. It made international news and got several hundred thousand views on YouTube. Stunts like this one get attention. The daredevil takes a situation that is relatively normal to us and they disrupt our pattern of thinking. They introduce a new and strange variable...
Jul 25, 2019
Why Marketing Must Close the Gap Between Knowledge and Belief
By Christopher Wallace, President, InnerView GroupA customer-facing employee who knows nothing about the product he or she is selling can be found out within minutes. An employee who doesn’t believe in the product can continue in the same mode for years — but not without cost. This dangerous status quo is surprisingly common. While companies are anxiously noticing that they're failing to connect with customers, they find themselves repeating the same old processes. Marketing Has Moved Beyond Traditional Back in the day, a company's training...
Jul 11, 2019
Get to Know Your Audience for Internal Marketing: Inbound Sales
By Christopher Wallace, President, InnerView GroupIn a previous article, I talked about the benefits of internal marketing that connects your brand with all of your internal audiences. It’s not enough to focus on the customer alone. Without getting internal teams to participate in the brand, the gap between the story marketing intends to tell and the story customers hear from front-line employees grows. This affects your bottom line on sales, conversions, customer satisfaction, and more. That’s why marketers must make the effort to understand internal...
