Roy's Blog: Marketing

September 8, 2011

Opposites Attract

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Pay Attention to What They Buy
Schooled By the DEAD
Serve and Sell
Distinctive. Unique. Remarkable. DiFFERENT. All words to describe successful organizations that know how to thrive and survive over the long term. The challenge, of course, is to figure out HOW to get there.
One possibility is based on a contrarian attitude. Do the opposite to what the Faceless Competitive Herd is doing. Break from the trend. Get out of the box. If the Herd is doing it one way, do the opposite. If they are going north, go south.
Rock bands NEVER allow concert fans to record their music during a live performance. The Grateful Dead did exactly the opposite and enabled their fans to do it. The Herd treats the Collections function as a one-way ‘collect the balance due’ task. What if you treated it as a Credit Management function where employees are empowered to manage credit risk and work with the customer to develop a payment plan that was a win-win for both the company and the customer?
The Herd cuts prices. What if, as Lulu Lemon did during the recent recession, you held prices, refused to discount and added value?
You would BE DiFFERENT. You would get noticed. You would standout from the Herd.
Go against the Herd. Practice Opposition and get noticed.

Cheers,
Roy

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September 5, 2011

Pay Attention to What They Buy

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Customer Appreciation Events Don’t Make Sense
Schooled By the DEAD
Serve and Sell
BE DiFFERENT marketers are ways looking for clues that have the potential to unlock the Secrets of their Fans. Secrets? The wants and desires they have that, if known, can fuel the marketing machine to create distinctive and unmatched Value in the marketplace. People are (if you go deep enough) what they buy. If you watch closely enough to their purchasing choices you can learn a great deal about them.
The issue is organizations rarely pay enough attention to this level of detail. They are too busy closing the transaction and collecting the money. Treat the purchase NOT as the end of a transaction process but as an opportunity to build a long term relationship which will spawn a healthy revenue stream for you.
IF you pay attention. IF you ask the right questions. IF you discover her Secrets she will reward you.
Pay attention!

Cheers,
Roy

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September 1, 2011

Schooled by the Grateful Dead

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Customer Appreciation Events Don’t Make Sense
Great Leaders are Awesome Translators
Serve and Sell
Some of you may have heard of the most successful touring concert band the world has ever known. The Grateful Dead. In fact some of you may have even been ‘Dead Heads’, a label attributed to members of The GD Tribe. Apart from their musical genius, however, was their marketing acumen. Students of the GD discover just how progressive their thinking was when it came to building a Fan base and creating financial success.
Here are a few things the Dead did to separate themselves from other bands. Treat these as Learning Points to apply to make your marketing DiFFERENT:
- focus on your Fans for growth. Delight them and trust they will not only buy your stuff but they will talk about you to others. The Dead gave their fans a priority over others. Long before social media tools were available they made a point of knowing who their fans were. They engaged with them and kept them up to date on concerts and other happenings. The fan was the FIRST to get preference on seating and any other special deals the Dead were offering. Word of mouth was their focus for growth. It happened.
- create amazing experiences for your fans. If you WOW their feelings, they will most certainly do business with you. The Dead didn’t sell records. They focused on blowing their fans away at their concerts. Their fans returned the favor by buying records.
- don’t copy Best in Class organizations. All that will do is perpetuate what the Herd does. Don’t conform, BE DiFFERENT. The Dead made it easy for fans to record their music. No other band did (nor do they do it today). See what the Herd does and do the opposite.
BE DiFFERENT Marketing has it’s roots in unexpected places. Check out the Dead!

Cheers,
Roy

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August 25, 2011

Customer Appreciation Events are WRONG

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Customer Appreciation Events are commonplace in business. Customer Appreciation Day, Week or for the more ambitious, Month, are intended to show customers how much they are cared for.

Why? I don’t get the logic. And in most instances it’s hypocritical.

Do we only appreciate or care for people one day (or week, or month) a year? Do we save up all our love and dump it on them at one time and expect them to thank us and believe we sincerely want to develop a deep intimate relationship with them?

I have always been offended by this marketing tactic because it implies that the business doesn’t give a damn about someone for the rest of the year. Even worse is the situation where a company with marginal service does this believing it will mend broken customer relationships. Really?

Think you’re fooling people? Think again.

So, to those who want to throw their money into an event that few customers believe in, I say this: invest in providing caring service to your customers EVERY MOMENT of EVERYDAY and you shall reap the rewards of rich Fan relationships and maniacal Advocates who will spread your word to others.

Keep ‘grinning’ your most precious asset once during the year and you won’t be around long.

Cheers,
Roy

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