"How to" adds value to a brand

Many brands post free "how to" guides to help customers learn new skills or do a better job of buying and using products. Maybe you'll buy now, maybe you won't. The real added value is that the firm or brand becomes a trusted expert that you, the customer, can rely on, which is smart marketing for the long term.

No password or purchase is required, just a few clicks will bring you to a how-to site that teaches you something new and gives you a positive attitude toward the sponsor.

A few examples from different industries:

• Want to learn how to pack clothing to make the most of space in your suitcase and avoid crushing everything into a wrinkled mess? Louis Vuitton's Art of Packing guide demonstrates how to go about this, step by step. 
• Tesco can show you how to cook everything from lemon curd to sushi. Just click to see videos and tips, or search for recipes rated by consumer reviewers on a scale of 1 to 6 stars. There's even a food glossary for handy reference.
• Dixons wants to teach you tips for buying appliances and electronics so you'll be happy with your purchase. You'll learn how to decipher computer jargon, choose the right size TV or pick a washing machine that fits your family's needs.

Why so much blogging about Tesco and Asda?

Tesco, Asda, Sainsbury, Dixons and other national/international giants are popular subjects of blog entries and textbook case studies. Why do I continue to blog about these kinds of firms?

Reason #1: They're doing interesting things with their marketing strategy and tactics. Being big, they have the resources and capabilities to try new marketing ideas, analyse the results in an objective way and then decide what works and what doesn't. When something new succeeds big, it's big news. When something big isn't successful, that's also big news.

Reason #2: These companies are constantly being covered by the media, so it's easy to find out what they're doing and link to multiple reports about their marketing activities. Also, being public companies, they tell their investors a lot about their marketing, which means readers (and lecturers) can dig deeper to learn even more about what a particular firm is doing.

Reason #3: You know who they are. I always like writing about smaller marketers, because they have a lot at stake when they make a marketing decision, and some may very well grow up to become the Dixons of the future. But to show marketing concepts and theories in action, it's also good to base some case studies and write-ups on businesses that readers know or are customers of.

Of course, I also blog about global marketing firms that are in the public eye, such as Walmart, Nestle, Kraft, Danone, Samsung, Lenovo and more. These, like the Tescos and Asdas of the world, are market leaders and their marketing makes a difference locally and internationally.

Price match promises at DSGi

PC World, Currys, Dixons and the other businesses under DSGi ownership are successfully using low prices to differentiate themselves during this challenging economic period.

Reportedly DSGi companies sold a computer and TV set every two seconds during the yearend buying season, and turnover is increasing at a steady pace.

Dixons offers a 'price match promise', telling customers that there's 'no need for a sale--we price match all of our competitors' sale prices'.

Currys has a pricing promise it calls 'price match plus 10% of the difference'. If a customer finds the identical item selling for less, Currys will match the lower price and give the customer an additional 10% of the difference between the Currys price and the competing price.

PC World offers a similar pricing promise, which extends up to 7 days after the date of purchase.

Will price matches be as powerful a competitive tool once the economy recovers?