Author Archives: aeidson

KC Symphony Features Tribute to Ukraine

The Kansas City Symphony performance on March 27^th opened with a short statement about Ukraine from Music Director, Michael Stern.

The statement was followed by a performance of the Ukrainian National Anthem. It was a stunning statement of solidarity with the people of Ukraine and brought a deep sense of humanity to the endless storylines from the ongoing conflict there.

If you would like to listen, here is a performance of the Ukrainian National Anthem by the Royal Philharmonic Orchestra at Royal Albert Hall.

This anthem was adopted in 1992 following the dissolution of the Soviet Union and the founding of Ukraine.

The first line of the lyrics currently reads, “Ukraine’s Glory has not yet died, nor her freedom.”

TacoNacoKC: A Startup Success Story

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While the COVID-19 pandemic has been especially hard on entrepreneurs, startups, and small businesses, it has also provided an opportunity to re-evaluate how we connect with our customers through our product offerings. For some brave souls, experimenting with new tactics has led to great success. This is one of those stories:
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Building Consumer Trust in an Online Marketplace

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So much has changed in the last six months. As public health concerns impact our behaviors, retailers of all kinds are learning to adapt to “the new normal” by moving their businesses online as much as possible. For some, this is an entirely new sales and marketing paradigm, while others have a head start and online retail experience. From creating and maintaining online marketplaces to finding ways to connect with consumers digitally, there’s a lot to learn.

One of our consistent interests at Eidson & Partners is the building and sustaining of consumer trust. Trust is one of the most valuable currencies in marketing as it enables fruitful relationships and turns loyal customers into brand evangelists. But what does trust mean in a world that is (for the time being, at least) mostly digital? Without in-person or in-store experiences, how do retailers who are newly reliant on online marketplaces establish and maintain trust?
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“My Name is ‘Sue!’ How Do You Do!?”

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Have you ever looked around the office and considered the untapped potential in the room? Too often, organizations categorize employees by putting them in boxes according to their assigned functions and forgetting to consider their complexities. When we talk about people, especially in terms of recruiting, we refer to “talent” without recognizing that many among us are multi-talented!

Here’s a famous example that few people are aware of:
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Update on J. Rieger & Co.’s COVID-19 Response

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As we recently discussed, J. Rieger & Co. provided a remarkable example of flexibility and civic-mindedness when they diverted some of their manufacturing capacity to produce hand sanitizer at a time when supplies were low. Not only did their quick thinking provide a necessary product to consumers when they most needed it, it has helped them keep bills paid and employees working.
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J. Rieger & Co.: A Case Study in COVID-19 Response

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In this time of uncertainty and distress, one Kansas City company is providing a remarkable example of how to produce what their customers need when they need it.

As the looming threat of the coronavirus (COVID-19) began to sink in, store shelves were emptied of hand sanitizers and disinfectants by panicked consumers stocking up for the duration of the crisis. The initial rush on disinfecting products left many people, including some of the most vulnerable to illness, unable to find what they needed to keep themselves safe and healthy. Consumers didn’t know where to turn.
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Crafting a Compelling Strategic Narrative

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We’ve been discussing consumer trust and how brands can create and maintain it through consistently prioritizing the consumer experience. Trust is the foundation for long-lasting relationships with a brand’s core audience – but where does this journey begin? In a digital era marked by an abundance of available options, brands stand out by developing a compelling narrative that inspires consumers to choose them over the competition.

A strategic narrative sets a brand apart by connecting with consumers in a unique and indelible way. Stories, after all, have been part of the human experience since long before the development of written language – a way to understand the world, our place in it, our ties to the past, and our hopes for the future.
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Earning Trust in the Consumer Decision-Making Process

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Earning consumers’ trust has always been a top priority for savvy brands, but in today’s increasingly crowded marketplace, trust is an even more critical asset. When a brand’s strategic narrative includes the promise of trust and responsibility, it’s vital that the consumer journey reinforces those ideals. Let’s take a look at the consumer decision-making process and how trust can be built at each point along the way.

The Consumer Decision-Making Process

The EBK model of the consumer decision-making process was first codified in 1968. While the consumer experience has changed drastically since then (this video from Directive Consulting provides an interesting overview), the five steps of the EBK model are still used by marketers and brand-builders today. Here’s how brands can gain trust at each critical moment of the consumer journey:
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What the Iowa Caucuses Can Teach Brands About Earning Consumer Trust

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The run-up to the 2020 Presidential elections is well underway and a wide field of Democratic candidates are competing for the party nomination. After several debates and months on the campaign trail, the first big moment of primary season is fast approaching – the 2020 Iowa caucuses. As the Des Moines Register reported this summer, the candidates’ campaign stops and events in Iowa alone surpassed 1,000 in August and are expected to reach nearly 3,000 by February, when voting will take place.

For me this prompts a question: in today’s digital world, why are candidates flocking to Iowa to make a record number of personal appearances? With massive media budgets and social media staff at their fingertips, the sheer commitment in dollars and man-hours from candidates speaks to one vital goal – building trust.
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Markers of Trust: Finding Great Restaurants

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One of my favorite local restaurants is Story in Prairie Village, Kansas. My wife and I have enjoyed many meals there and admire their consistent quality and first-rate service. In 2013, the head chef and owner of Story, Carl Thorne-Thompsen, was named a James Beard Award semifinalist nominee for Best Chef in the Midwest. This is a very prestigious nomination from the James Beard Foundation, which highlights the best of the best in American food culture by recognizing talented chefs, world-class restaurants, and the media platforms that make a difference through their food coverage.

A few years later, Alice and I found ourselves traveling in Minneapolis and searching for a place to have dinner. The thought occurred that we should look at local listings to see which restaurants had been recognized by the James Beard Foundation. Through this process, we discovered Corner Table. It was a delicious meal and a memorable dining experience. It is currently closed for a “refresh” according to the owners.
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