Roy's Blog: Marketing
May 24, 2012
Riots. Horrific Accidents. Shootings. Natural Disasters. All of these events can have a damaging impact on a person. And in most cases, experts are brought in to counsel the “victims” and others that are touched in some dramatic way.
Trauma Counseling operates on the simple premise that each person’s reaction to a cataclysmic event will be different.
And to effectively treat that person you need to first, understand their reality and second, design a remedy that reflects their specific needs.
If personalized treatment is a natural thing in trauma cases, why do organizations have difficulty doing the same thing for their customers as business as usual?
Why do they continue to push a single product solution to each of their customers?
Why do they create vanilla services they then try to market to everyone?
Why do they behave as if individual needs, wants and desires DON’T exist and that everyone is the same?
Lets take a page from trauma management and apply what they do to everyday business.
Trauma Marketing Principles:
1. Each “He” and “She” in your target market is unique in some way. Attitudes. Biases. Beliefs. Lifestyles. Discover their uniqueness. Define it precisely for each and every one of them.
2. Build the “Remedy” that fits her profile precisely. ONLY for her and no one else. Built for her. To reflect her character mold.
3. Treat her with CARE and sensitivity. Ask for feedback on your remedy. Adjust it to better fit her requirements.
Pretend you are entering a disaster scene and have to treat distraught people who may be scarred for life. Look for their special needs and cater to them accordingly.
Take-aways: People are ALL DiFFERENT, Personalize the solution and treat with CARE.
Interesting that we can look to other professions to see how they deal with humans and get insights into how our customers should be treated.
- Posted 5.24.12 at 10:00 am by Roy Osing
May 19, 2012
It occurred to me a while back that one of mans’ lifelong preoccupations must be studied. Must be explained. Must be understood (by men). Must be documented so that men can learn more about this truism and enjoy happier lives.
I’m talking about men’s infatuation with POINTS. And spending literally our entire lives trying to accumulate as many of them from the special she in our lives.
You all know the scoop. We spend a copious amount of time doing things, behaving a certain way and talking up a “caring storm” with the hope that she will and reward us with POINTS. The point acquisition process is often a long one filled with trial and error until we finally land on something that she likes us for. And is willing to give us the gift of POINTS.
The flip side of this whole thing is something that most men learn the hard way.
Points can be lost in a nano-second by saying the inappropriate thing. By looking incorrectly. Or by a behavior that is slightly off her expectations. It’s not fair really. It probably took us a month to get the points and we lost them in less than a second!
In addition, she is likely to invoke the “POINTS Multiplier Clause” which gives her absolute power to hit you with a POINT loss significantly greater than you expected. The 100 POINTS you toiled over a month for has turned into a 10,000 POINT loss in one revolution of the second hand of your watch.
Because of a minor indiscretion. A wrong word. A mistaken glance.
And now you are in the negative category (again), facing the double challenge of creating a new POINT Attribution Strategy and at the same time a plan to avoid any significant POINT losses along the way.
So with this as background, I ask you (both He and She Readers) two questions that need to be answered so I can try to build a POINTS guide for men. A guide men can use to navigate successfully throughout the POINTS sea.
To be more effective at obtaining POINTS and avoid losing too many of them so they can at least get close to ZERO on the POINTS balance sheet.
Question #1 - What are the things we men do to GET POINTS?
Question #2 - What do we do to LOSE POINTS?
I suspect the list in response to #1 will be considerably shorter than the #2 list. Nevertheless we must keep it real and build a guide that will go down in the history books as a significant contribution to improving the lives of men.
So come on. Have some fun. Give it to me. I will honor your input and promise to publish my findings.
For you she’s out there, this is your chance to change him! To get him to be the way you want him to be. Well worth your time to give me your input.
By the way I took one for the he team in coming up with the POINTS notion.
My She thinks it’s a dumb idea. I lost 50,000 POINTS!
- Posted 5.19.12 at 10:37 am by Roy Osing
May 16, 2012
If you are like most organizations, you have your own language. Whether you are in the communications business, the law profession, or medicine, over time a vocabulary specific to you is developed and understood by all.
The problem is that your unique language is reflective of looking inward to your technology, systems, and operating procedures rather than outward to your customers.
If you don’t customerize your language you can hardly say that you are addicted to serving customers in every way possible. The words and music don’t match. In addition behavior can’t change to be outwardly directed to the customer if the internally focused language implies the opposite.
A few examples.
1. Calls processed. Most organizations have call center operations which typically handle sales and service responsibilities. The productivity objective of most call centers is to process as many calls with as few resources as possible. Other metrics include call speed of answer and average call holding time.
The common denominator of this operation is the word CALL. You process CALLS. You answer incoming CALLS as fast as you can. You try and minimize the length of the CALL.
Where is the CUSTOMER in all of this. If a CALL is the focus, with implied productivity measures it is hardly a wonder that taking care of what the customer wants gets lost.
Employees are more interested in CALL productivity than dazzling customers.
The solution? Get rid of the call processing mentality and get on to the serving customers one. Start talking about the number of customers served; customer wait time and customer serving time.
2. Customer commitment. At least the customer is in this expression, but it lacks the personal dimension that is so important in dazzling customers.
I like the word promise.Companies make commitments; people make promises. There is much more serving power in customer promises than customer commitments.
The productivity metrics become much more meaningful and visceral under the promises notion. What % of customer promises did you keep? How many promises did you break? Who in the organization is the best at keeping customer promises? WOW! Much more powerful and easy for employees to relate to than the company commitment paradigm.
BE DiFFERENT action plan:
- develop a dictionary of your current language
- identify the word/expressions that you understand but which lack the punch of passionately serving customers
- create customerized?words to replace the internal focused ones
- change internal success metrics to reflect your customerized language
- tell employees what you have done and why (to align all systems including language to serve customers)
Check out my BE DiFFERENT or be dead Book Series
- Posted 5.16.12 at 09:13 am by Roy Osing
May 2, 2012
Being Different or Being Bland
Are There Benefits to Playing and Being Nice?
Time to Reboot Your Passion
Do You Have the Guts to do What it Takes?
What Keeps You up at Night?
Are You Staring at a Blank Canvass?
The Power in Saying Hello
Another Brilliant Article from Frank Palmer to his team at DDB. Words of Wisdom…
“Bland is just another word for being boring.
Usually when we talk about something that’s bland, it’s a food, but it can also be a company that has no special or unique qualities. It’s company that has no features, displays no excitement, has no opinions or special character. Bland can also describe a person that’s boring and has very little taste.
Why is Apple a exciting brand and most others in the same category are bland or dull? Apple is a brand that all others follow. So what makes a company or a person stand out from the crowd? Apple’s slogan maybe says it all? Think Different.
Think Different says a lot to me. It means standing out from the crowd or going the extra mile. For a person who wishes to get ahead the same thing applies.You need to stand out from the crowd and you need to go the extra mile. It’s about living your best and being your best. It also means embracing your individuality and trusting that your choices are the best ones. You need to always be projecting that you are confident about yourself.
Remember that you are also a brand and start thinking of yourself as a business.
For example: DDB as a company must always focus on positioning ourselves as a business that has the best solutions for our clients requirements. We need to remember that we are there to service their needs, issues, challenges and future success. We must always be seen as the leader in the field, on the cutting /leading edge and on top of all the current trends. We are moving a warp speed and not being seen as the leading brand, we become like all the others as being bland. I think that 99% of businesses today are bland, boring, blah where everything has become a commodity.
Fortunately we are all working in one of the most exciting industries around. We have the freedom to create, imagine, innovate and think outside the box. Our biggest bank asset is in our value to think. Our mission is to being seen as a company that’s seen as extraordinary. A company that doesn’t fit into the bland mould because we are our own individual unique mould.
Different and Unique. Same rules apply to you!
Maybe your slogan should be: Doing things differently. Standing out from the crowd means that you take action while everyone else stands back. Standing out is doing what you say you’ll do and then do it. My question to you is, do you want to stand out or are you comfortable being bland? Or do you want to be seen as exciting, compelling and intriguing?
It’s your choice.
- Posted 5.2.12 at 10:00 am by Roy Osing