Most good marketers know how to gain top of mind. Good marketers are adept at widening the funnel at the top end. They are good at introducing new lines, new variants, new dimensions – in order to attract new customers. They know how to work with their agencies and their internal teams to fashion a story that intrigues to draw an audience. They know how to weight media flights and craft promotions that persuade consumers to call or to visit. They’ve learned to charm. Competition’s taught them to do that well.
That used to be their biggest challenge.
Some would argue of course that’s never been more difficult, but, ironically, it’s not the biggest challenge marketers face anymore.
Now the biggest challenge facing marketers is gaining and retaining front of heart: sustaining the appeal for those who already believe in the face of ongoing enticement from determined competitors.