Jerry Fletcher

7 years ago · 2 min. reading time · 0 ·

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Is Brand Relational or Transactional?

Is Brand Relational or Transactional?

Trigger —
Message | —

eb site|

 

 
  

    
  

 

Trigger |
sequenceYes

No

Relational

Transactional

All the Above

Yes. If you believe that Brand inevitably comes down to someone taking an action you desire it has components of both.

No. Only if you are not interested in connecting with someone or the connection would prove to be unprofitable or too complicated or won’t allow you to make more than one sale. (For the record, my definition of marketing is “Go where the money is. Sell what they want to buy. Do it again.”

Relational. This is what is commonly being preached in the on-line marketing world. First you build a relationship with a potential client or customer by providing significant information (Content) at no cost and using e-mail to affirm your connection before you ask them to buy from you. This is the Common knowledge approach whether you are engaged in B2C (Business to Consumer) or B2B (Business to Business) marketing.

Transactional. This is for those folks that believe in getting people to act now. And for some situations it is the right approach, particularly when use of your product or service or approach will lead to a relationship afterwards.

All the above. Last week, explaining a sales funnel to a young man I found myself illustrating the difference with this page out of a presentation. (The Capital Funding Alliance Brand story will be on BrandBrainTrust.com next week)

His problem was that he was trying to get his client to sign up for some online/Digital marketing without a visual reference to what his plans would entail. Building a brand is, in every case something that can be charted in this way.

The Capital Funding Alliance situation was first transactional and then relational. You can see from the graphic exactly how it worked. The key, many times, to building an on-line marketing plan is understanding how the potential client does what it is you want to help them do.

In this case the company was partnering with an organization that provided services to Credit Unions to develop partnerships with individual Credit Unions across the country to provide loan services the credit union could not.

First the credit unions had to be contacted with a reason to begin the relationship and a way to get the materials that would simplify having their customers work with the new strategic partner.

How are you connecting with your customers? Can you diagram it like this? Do you know the triggers for a transaction? What decisions can they make? How can you try again? What happens if you repeat your actions? Is it worth it?

A-B Split tests can help you answer these questions. More importantly you can find out if the common knowledge is correct. Here’s a tip: Test Transactional triggers with a personal touch first.

2873e438.jpgJerry Fletcher is a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking:
www.NetworkingNinja.com

Get all the Brand Success Stories. Sign up at http://www.brandbraintrust.com/home.html


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Comments

Devesh 🐝 Bhatt

7 years ago #5

#4
thank you for everything

Jerry Fletcher

7 years ago #4

#3
Devesh, I will appreciate whatever positive effect comes from your sharing. If it helps convince your clients that is sufficient reward for me. But feel free to pay it forward. I have been writing about relational versus transactional networking since about 1990 and speaking about it for nearly as long. My consulting fees because of where I live and the fact I no longer like flying are relatively low. Speaking fees, on the other hand, are not. Good luck with your prospects.

Devesh 🐝 Bhatt

7 years ago #3

#2
i will give you credit, maybe people may be interested in reading your posts. I am not sure that most of the market can afford you, except for maybe politicians and godmen, but they usually lack an honest offering. But this is India, someone else may quickly copy your works or my works. So i will use it in rare cases with the very few who honor the efforts put into content. Precisely speaking, two really old and trusted companies here which have decided to spend on marketing after 20 years of leading the market, simply because they have competition now.

Jerry Fletcher

7 years ago #2

#1
Be my guest Devesh. I would appreciate a credit if that is possible but use it without if that is necessary.

Devesh 🐝 Bhatt

7 years ago #1

Nice post. If i may, can i use this comparative to explain the imporatnce of Brands in relationships and transactions. To convince people for branding services?

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