Issue link: https://www.e-digitaleditions.com/i/314415
May/June 2014 29 "PLUMBING THAT WORKS" ™ STANDARD FEATURES • Stainless steel spouts • Quarter-turn full volume ceramic or compression valves • SANIGUARD® anti-microbial product protection on all touch points • Washerless, leak-proof double O-ring spout design • Integral check valves to prevent cross-flow and back-flow • Two-year warranty ® PREMIUM PLUMBING PRODUCTS by Component Hardware www.encoreplumbing.com © Copyright 2014, Component Hardware Group, Inc. 02/2014 Superior Design, Exceptional Value. Encore offers a wide range of models and options to meet any application, with value-added features to help you run your restaurant efficiently, without leaks or plumbing downtime. AFFORDABLE PRICING Don't pay premium prices for just average plumbing! Get the best for less. Call or email us to find out how much you can save by switching to Encore. 800-526-3694 • 732-363-4700 • sales@encoreplumbing.com All Encore plumbing complies with the Federal Reduction of Lead in Drinking Water Act. Quarter-turn full volume ceramic or compression valves SANIGUARD® anti-microbial product protection on all touch points Washerless, leak-proof double O-ring spout design cross-flow NEW! .35gpm aerators save water and energy automation training," create a new piece of content about how that training has helped other clients. Consider bring- ing in a customer who has benefited from your marketing automation training and creating a case study or blog post on how he used it to accelerate his lead generation pipeline and increase sales. A customer's story will lend credibility to your wide range of offerings and show that your messaging isn't just branding fluff. Complacency Kills Opportunity Don't become so invested in what you think your marketing is saying that you can't see the complete picture. Try engag- ing with a social listening tool like Radian6 to determine what the social world is saying about your products or services. Or you can even perform organic research by taking advantage of search.twitter.com, entering queries about your company into Google, or looking up your company's name and keywords in SocialMention.com to get a handle on the dialogues that are happening around your brand. Create specific pieces of content to promote your whole business, not just what you're already known for. By stepping away from your own perceptions of what others are saying about you, and not merely relying upon limited feedback from select clients, you can honestly assess your brand's image. From this, you'll have what you need to adjust your marketing tactics based on what people in the market are actually hear- ing. If the takeaway is that those who interact with your brand aren't receiving the messages you want them to, it's time for a messaging revamp. Accelerating your brand to your customer base means being agile enough to not just talk at your market. It means listening to what people know about your brand and making adjust- ments in response to what they actually think, not what you hope they think. Create specific pieces of content to promote your whole business, not just what you're already known for. Say, for instance, that most customers are coming to you for ebooks and whitepapers around sales best practices. You are their go-to resource on this subject. While that's great, to stop here is to let the rest of your expertise languish on the shelf. Instead, you listen to your market and discover they need help in many areas of the sales cycle, from writing the first email to cultivating a long-term customer relationship. So you respond by creating videos, ebooks and other pieces that start with CRM implementation and continue all the way through mar- keting automation. Instead of becoming frozen as the "sales best practices" resource, you've built out your thought leader- ship space and influenced customer perception. This is true branding agility: being flexible and nimble enough to shape your brand in response to your market. Ultimately brand conversations are just that, conversations, not monologues. Listen to what clients are saying and respond with the appropriate marketing messaging, and you'll imbue your brand with a magnetic power customers remember.