While interim marketing managers always claim that will ‘delighting’ customers is their ultimate goal, this being the particular best way in order to deliver profitable development, two new pieces of research recommend that most marketing activity is guaranteed ? assured to disappoint.

Typically the Promise Index, through brand agency Guarantee, ranks brands based on the difference between the particular image they generate through advertising and other brand-building routines, and the experience customers have of those. Brands with good promise gaps exceed customers’ expectations, when those with unfavorable gaps let them down.

The typical development rate for companies with negative breaks in 2006-2007 had been 2. 8%, when the average development rate for companies with positive spaces was 10. 5%. But just 15% of brands selected have ‘statistically significant’ positive promise spaces.
Interim Service Manager for the other 85% looks clear.

Given that under-promising and over-delivering is the greatest way to be able to delight customers, they will should redirect their own marketing spend through expensive high-profile brand-building activities into enhancing the customer experience through innovation and better service.

The particular Promise Index results are borne out by the European Advocacy Study through PR agency Weber Shandwick. The study found that unexpected and delighting clients may be the chief aspect in creating brand advocacy which, in turn, is 5 fold more effective compared to advertising in compelling purchase.

According in order to Weber Shandwick, one-third of brand customers are acquired via advocacy, though simply half of these types of are ‘active’ promoters. So in addition to the promise gap, it seems like probable that many companies are suffering by an advocacy gap. So another problem for interim advertising and marketing managers wanting to boost the profitability of these brand is in order to leverage their special brand-building skills to be able to stimulate greater proposal for their products. It seems that is time intended for marketers to reflect on their traditional focal points and place substance before style.