I’ve noticed even in my own every day purchases that my buying habits have changed. New price points or repeated advertising messages entice me to try a new brand. Before I knew it, my brand loyalty had changed. Strangely even in my own tight purse these days, it still doesn’t stop me from treating myself to luxuries such as facials, hair products or restaurants that make me feel good. It’s now more than ever that I am loyal to those people/products/services, so that I am pretty much guaranteed a satisfied outcome. With a smaller amount of play money, I want to get the best experience for my dollar, therefore I am lured by extraordinary service.

Since I am new to Denver, I am not (yet) loyal to any sports teams, so attending a Rockies game is more about catching a tan vs. catching a win. Since boiling in the afternoon heat automatically constitutes a beer or two, I was seeking the nearest vendor when I had the most interesting offer to have my face and feet sprayed with a water bottle while also selling me a beer. Did I look that parched? No — cue Coors Field’s most reputable beer vendor: Brent Doeden aka. Captain Earthman.

He’s not hard to miss: with his trademark baseball hat (complete with pins, beer cans/bottles and alien antennas), colorful clothing and loud, raspy voice, you know when Captain Earthman is nearby. Not yet ready for a beer? No problem…he comes equipped with his misting water bottle, spraying anyone in his path or even dunks your baseball cap in his ice-cold cooler water. And in the event that you need a beer and he isn’t anywhere to be found, he also distributes business cards with his cell phone…so you can call him over and not miss a minute of the game.

Captain Earthman is a Coors Field staple and is continually awarded as one of the top 10 stadium vendors in the country. Although he works at various venues around the Denver area and even Rockies Spring Training in Arizona, you can always catch him at every Rockies game, working hard in the outfield bleachers.

Captain Earthman’s stadium popularity and nationwide notoriety is a representation of the venues he works and the products he sells. He unwaveringly offers service that goes above and beyond, which has me converted to not only always buying outfield tickets, but even forcing myself to drink a Coors Light. In the end, I am guaranteed a great beer, great service, a laugh, a cool down and overall, a great experience.

Can your customers say that about your service? Who is the brand champion on your team? Does your business stand out in a crowd?

-Rebecca Watry, BrandIron Account Manager

Last week the Miami Herald reported that players from the University of Miami football team called to thank fans that had purchased season tickets for their support. They also called fans to invite them to the annual Canes Fest event to be held this coming Saturday. Fans were shocked and amazed to receive calls from the Hurricanes’ quarterback, Jacory Harris himself. Some were in utter disbelief and questioned whether the caller was really Jacory at all, several fans even quizzed him.

This interesting tactic by the “U” is making headlines. It shows that the Hurricanes are appreciative of the fact that fans are still spending money to see them play at a time when many people do not have discretionary income to spend on sporting events. It also appears to be a form of social marketing that’s working, and people can appreciate that these days. I’m not sure if season ticket holders will be receiving calls from Brandon Marshall, Lebron or Kobe any time soon, but it should be something to be considered, especially in the smaller markets. Take note Rockies– this may be something that could help put/keep people in seats for next year.

Written by: Mike Slife

Every day we are reminded that we are in a recession…the countless news reports, articles and blogs remind us constantly about how to cut costs to assure survival during these tough economic times. As a struggling citizen of our latest societal problem, I couldn’t help but think “how did we get here?” In my lifetime as a working professional, I could never recall any economic times as tough as they are today. In fear that my generation may have to experience similar hardships as the Great Depression, I started to research more about how people (more specifically businesses) were able to prosper during that time. And what I started to discover was amidst all the negativity, we are forgetting what made some companies even more successful as a result of the Great Depression.

No doubt during “normal” economic conditions, companies wouldn’t dream about cutting their marketing budgets, so why should we stop now? In fact, since most companies are cutting their commercialization, wouldn’t now be the time to get your brand noticed while most of your competitors have gone silent? Additionally, wouldn’t you want your brand to be perceived as stronger than your competitors? Ironically the companies that advertised during the Great Depression became even more successful, once spending finally did increase. Their “staying power” actually gave the public a reason to be loyal to that brand and they came out on top while their competitors tried to gain lost ground. The common denominator among companies who persevered during the Great Depression: they did not decrease their ad spending. Therefore, those businesses who actually tried to save money and stop advertising, actually wasted the brand building dollars they had previously spent.

You could say I’m biased because I’m in marketing or perhaps that I’m overly optimistic, but with companies such as GE, Disney, HP and Microsoft all emerging out of recessions, perhaps we should all be reminded of the advertising and marketing history lessons of the past. What businesses fail to realize is, that even in recessions, people still spend money, they just look for better deals (and appreciate it more) when they do. Therefore saving money by cutting budgets in a down economy doesn’t automatically lead to successfully surviving a recession…especially if you’re not looking to stay top-of-mind of the consumer! 

Written by Rebecca Watry

At lunch the other day at the Blue Bonnet Café in Denver, Colorado (not a client by the way), this very warm and friendly gentleman approached me and my guest at lunch. Gary was his name and he expressed his true desire to make sure we were having a great lunch and if we needed anything, please let him know. He also communicated his sincere thanks for coming in today and eating at his restaurant. This isn’t a once and awhile occurrence, Gary does this all the time, making sure all his guests are treated well and taking care of. I eat there regularly and Gary is always there taking great care of his guests. Gary is an example of a true brand champion. He exudes customer service and appreciation of the people that come to dine in his restaurant. Whether you run a restaurant, a one-person company or a multi-billion dollar company, we can all learn from his approach to leading and “riding” for his brand. We can all get out in front of our clients and communicate our brand’s value and what it stands for. Customers enjoy hearing from brand champions. Let’s all lead our teams as brand champions to communicate and deliver our company’s value. “Hats Off” to Gary and his restaurant, the Blue Bonnet Café, in Denver, Colorado.

Written by Michael Doyle, President of Brand Iron

Leading-edge companies are already taking advantage in what seems to be the newest trends in partner loyalty marketing. As you are reading – you’ll learn about Brand Iron’s new corporate identities and new value propositions. What hasn’t changed is our loyalty to our partner network and our desire to continue to develop a vast network of strategic partners. We wanted to share with you a few concepts that have increased our success in loyalty marketing – along with some tangible examples of ways you can use these market trends – today.

Developing Your Network
Developing a community of businesses bound by geography or similar industries/interests is very important in creating a sense of loyalty around your brand. The ideal network will be one that everyone involved will have something to offer and something to take. A devoted partner, one who can speak to the success and quality of your product or service, will come to be your best source of new business.

What you can do today:
· Develop a list of potential partners.

Creating Strength From Your Network
Surveying your customers and receiving their feedback doesn’t have to be a painful and rigidly-formal process. When your have an open line of communication with your current clients and they play an active role in your brand community – feedback can come in many different forms. Using candid and honest feedback from your brand community is the first step in addressing your company’s potential barriers to growth or inconsistencies in messaging or value proposition. Your peers will likewise appreciate your feedback and analysis of their business. As the group gets stronger, the companies become more profitable, and your brand community grows to be more widespread and dedicated to your brand and particular area of expertise.

What you can do today:
· Develop a networking group composed of people you can help and those who can help you.
(Don’t forget to start with Brand Iron.) Take turns leading interactive meetings and
discussions with your group.

We’ll help you create a partner loyalty campaign that gives your brand a sense of community. Contact us today.