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April 8, 2013 By Debbie Bayes

Six Ways Marketers Can Really S.P.R.I.N.G. Forward

Spring seasonWe love spring don’t you? The weather warms up, the sunshine-filled days are longer and we get inspired to revitalize our work and personal lives. To celebrate the arrival of spring, here are six ways to engage consumers and put some spring in your brand’s step.

S = Store Experience

Physical stores are here to stay for a long time but they are no longer the center of the shopping experience. Consumers now use technology such as the Web and mobile apps along with the in-store visit to compare prices, learn about an item’s features and search for what they want. Even so, the popularity of the store visit hasn’t waned so it needs to be a great experience for everyone who enters.

For a look at the future of retail from Deloitte and STORES Media click here.

P = Personal Involvement

Consumers are human so they take things personally. Whether it’s the foods they eat, the cars they drive, the homes they live in or the clothes they wear, our purchases reflect who we are. Brand marketers must understand what makes their customers tick and demonstrate a personal connection with them so they become loyal customers.

R = Relationship Building

Just like people, every local community has its own personality. Marketers can build strong relationships with consumers by demonstrating an interest in improving the fabric of the local community. Our Fuse4Community program helps marketers achieve this goal by working with and leveraging the resources of nonprofit organizations for mutual benefit.

I = Involve Consumers

We are in the Age of the Consumer. Influence has shifted from manufacturers to consumers. Take a few minutes to watch this video where a Dean from The School of Business and Technology at FIT explains this important change.

N = News Coverage

Getting a brand featured in traditional news media is still a valuable communications goal for any marketer. However, today there are dozens of niche blogs, online outlets and many social media platforms which allow brands and companies opportunities to tell their story and engage with target consumers. It’s now much easier to connect with your target audiences and industry influencers in two-way conversations due to the proliferation of new media opportunities.    

G = Give Back

It’s good for a company to give back. Consumers will notice and will support those companies that do. Donna Karan explained her belief in and practice of conscious consumerism when she spoke in January at the National Retail Federation’s BIG Show. She urges retailers to do their part to make a difference.

Evidently this idea also applies to individuals who work for companies and is discussed in length in a recent story penned by Susan Dominus in The New York Times Magazine. Adam Grant is the youngest-tenured and highest-rated professor at Wharton who has written a new book based on his research called, “Give and Take.” His work in the field of organizational psychology suggests that the more individuals give back of their time and energy to help others, the more they and the companies they work for will reap the benefits. You can read the story here.

Happy Spring!

Filed Under: Consumers, Marketing, Media, Nonprofits, Public Relations, Retailing Tagged With: Adam Grant Wharton Professor and Author, community partnerships, Conscious Consumerism, Fashion Institute of Technology, Giving Back, National Retail Federation, Physical Stores, STORES, The New York Times

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