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Ka-BOOM! Why Creating Marketing Fireworks Matters

It’s almost July 4th… I hope you’ll be taking a well-deserved break from your busy schedule to celebrate with family and friends. If you’re like me, then you might have a little extra time between relaxing and grilling for some light reading. First, some fun facts for the holiday.

5 Facts about Fireworks

    1. The earliest documentation of fireworks dates back to 7th century China. They were invented more than 2000 years ago in China.
    2. China is the largest manufacturer and exporter of fireworks in the world. 90% of all fireworks originate from here.
    3. The fireworks were used to accompany many festivities, scare off evil spirits and promote prosperity.
    4. Dreaming about fireworks means that you like to be the center of attention and are showing off to others. It also symbolizes enthusiasm and exhilaration.
    5. The word for firework in Japanese, ‘hanabi’, which actually means “fire-flower”.

Ok, back to business for a moment…

Creating fireworks in the figurative sense is what makes businesses thrive. As marketers, we consider to whom we should be talking, what’s going to drive response and maximize exposure, and most importantly, what is the magic touch that will keep clients coming back for more?

5 Facts about Client Retention

    1. 67% of consumers list bad customer experience as one of the primary reasons for churning. (Kolsky)
    2. 39% of consumers avoid vendors for over 2 years after having a negative experience. (Zendesk)
    3. 86% of consumers are willing to pay up to 25% more for a better customer experience.
    4. By 2020, customer experience will overtake product and price as the key brand differentiator. (Walker Info)
    5. Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer, and 7x as likely to try a new offering. (Temkin Group)

A positive experience is the ultimate challenge when trying to drive business. Even harder, consumers’ attention is not getting longer. We have less time, less opportunity to capture attention, ignite a relationship, and make it relevant. Personally, if I don’t think a brand understands who I am or where I live, I am turned off and move on. Leveraging data, personalization, and customization solves that problem.

Geo-targeting is a critical aspect of that personalization. By hyper-targeting your audience, you address their demographics and interests, and serve media that empowers them to pursue their passions – locally.

Local is a critical strategy. Marketers who embrace localism create the relationships that matter & enjoy the proverbial ‘fireworks’.