Are you at war with your customers?
March 26, 2007
Greg Verdino makes an EXCELLENT point in his blog.
Marketing isn’t about us VS them - it is about us AND them. It is not something you do TO a person, but rather something you do FOR them.
Try this. When you talk about marketing, use words like partner, service, invite and collaborate. See how quickly your entire marketing approach changes.
Truly inspired!!!
Customers should not be viewed as the enemy…. they are your partners…. andby serving them, you serve yourself.
Terrific Video Testimonials….
March 21, 2007
If you’re a professional service provider, you have to work harder marketing your services than any other type of business. Because while the appliance store owner needs to convince you to shop at his store, he doesn’t have to “sell” you on the need for a refrigerator. Also, once the refrigerator is in your home, you also won’t have any trouble discerning whether the refrigerator is working.
If you’re a professional service provider, on the other hand, you have a tough road ahead of you. Not only do you have to let people know what you can do, you also have to CONVINCE them that you can, in fact, do what you say you can do. Read more
Advertising 2.0
March 20, 2007
Alain Portmann over at Web Liquid has an excellent post on the new “rules” for advertising and what to look for in Advertising 2.0. Just as users gained power in the Web 2.0 transition, customers gain power with Advertising 2.0.
The old model for marketing and media was one of persuasion and isolating consumers. The new model is highly interactive and communal.
Web 2.0 gives your customers a voice. If you’re running your business with your customers’ needs in mind, then this is a good thing for you. If, however, your goal is to merely separate your customers from their money as efficiently as possibly, then Web 2.0 and Advertising 2.0 is going to be your worst nightmare.
MAC’s branding boo boo….
March 20, 2007
Now, if you’re a geek, when you hear Mac you think MacIntosh…. as in the computer. While Apple computer has, in the past committed more than it’s fair share of branding boo boos, they have definitely LEARNED from the experience and are currently riding an immensely entertaining and profitable wave with their latest campaign.
No, this is about MAC cosmetics, a division of Estee Lauder. MAC cosmetics is a socially conscious brand designed with the hip young socially aware woman in mind. In a brilliant marketing move, the company created a product called Viva Glam lipstick. 100% of the selling price of the lipstick or lipglass goes to the Mac Aids Fund, which since 1994 has contributed over $85 million to organizations that provide services and care for people infected and affected by HIV/AIDS.
Every cent of the purchase price of a Viva Glam lipstick or lipglass goes to the AIDS fund! Fans claim the colors are beautiful, but what really strikes the heart of the socially conscious young woman is that by purchasing lip enhancement, they are also doing a good deed!
MAC Cosmetics has launched a new product line: Barbie Loves MAC line with a tag line of: “specially created for all you living dolls”.
“This is intended to be a very sophisticated makeup collection, designed for adults — not children,” says Peter Lichtenthal, general manager of MAC Cosmetics.
Um, rule of thumb for any one in charge of launching a marketing campaign…. when you have to issue a disclaimer before you launch the campaign, it’s time to go BACK to the drawing board. Read more
High Traffic doesn’t mean success
March 16, 2007
Over at the 9rules blog there’s a great post on “Traffic doesn’t mean opportunity” written about Amy of Momadvice where she writes about the amazing things that have happened to her as a result of writing a blog. However, even though amazing things have happened…. she writes….
Has my traffic skyrocketed? No. Do I now keep warm at night wrapped in a blanket of money? No.
If you head over to Amy’s blog, you’ll see she has a couple of sponsors…. and that’s it. She’s not selling anything other than offering advice…. and that’s cool. Amy’s goal is not to support her family with her blog.
However, I have quite a few clients for whom financial support of their loved ones is a high priority… and if you fall into that category, then you must know that traffic CAN mean financial success but only for those who are prepared to captialize upon that traffic.
Never assume anything…
March 12, 2007
Assuming you know who your customers are is a dangerous practice. The old saying goes when you “assume†you make an “ass†out of “u†and “me.â€
Michael Barbaro reports in the New York Times that retail giant Walmart is classifying its 200 million customers into three categories:
There are “brand aspirationals†(people with low incomes who are obsessed with names like KitchenAid), “price-sensitive affluents†(wealthier shoppers who love deals), and “value-price shoppers†(who like low prices and cannot afford much more).
The problem is that this attempt at classifying wasn’t a look back at who Sam Walton was targeting in 1962 when he opened his first Walmart in Rogers, Arkansas. This is just an attempt to justify Walmart’s new strategy of stocking and advertising new lines of upmarket merchandise. Read more
What Are Your Customers Really Worth?
March 7, 2007
If you’ve been in business any time at all, you’ve heard the following:
“Rule #1: The Customer Is Always Right.
Rule #2: If the Customer Is Ever Wrong, Re-Read Rule #1.”
Giving lip services to focusing on the customer is nothing new…. what is as rare and beautiful as a flawless diamond are business who truly get that business success has its roots in focusing upon the customer. Read more
Pricing Advertising: Learning the Code: BTA
March 2, 2007
This term is used for television and radio advertising. When you’re buying advertising, BTA stands for Best Time Available. Do not confuse BTA with ROS. ROS stands for RUN OF SCHEDULE.
While BTA means your ad will run during the BEST time available, ROS means your ads will run THROUGHOUT the schedule.
With BTA, if there are spots available during the morning drive, and morning drive is the best time on the station, then in theory, your ad will be placed in those spots.
With ROS, if there are 15 spots available in the morning drive slot, your 12 daily spot schedule will have a spot playing approximately every other hour. So your spot may be placed once or twice in morning drive, it will also air after midnight as well.
