Roy's Blog: Marketing
April 9, 2012
The YOU Marketer:
1. Is driven by individuals - The YOU - not “markets”.
2. Listens to what The YOU has to say. Avoids doing a whole lot of talking.
3. Puts YOU before “me”.
4. Is ok with the possibility of creating a unique product or service for each YOU they serve.
5. Drives IT to “mass-customized” serving systems, capable of uniqueness delivered to thousands of customers.
6. Reserves “Customer Appreciation Day” celebrations for The YOU who have demonstrated their loyalty to the company for many years.
7. Resents mass media advertising as an impersonal and unproductive way to communicate with The YOU.
8. Is an active user of Social Media tools, but only within the defined strategic context.
9. Favors Relationship-building over trying to flog predetermined products and services.
10. Believes a strong relationship with a YOU will deliver a growing and steady revenue stream.
11. Is ok with criticism.
12. Can take a “punch” from The YOU when a mistake has been made or a promise broken.
13. Is a strong advocate for The YOU inside their organization, doing battle for them on the inside. Protecting Them from frustration and a waste of their precious time.
14. Has a high level of Pain Tolerance.
15. Does whatever it takes to try and eliminate any “Dumb Rules” in their organization that piss customers off.
Mass Marketers are a dying breed. They deserve to be. They’re irrelevant to The YOU.
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- Posted 4.9.12 at 10:54 am by Roy Osing
April 5, 2012
I love the Hyatt. But our recent trip to Maui left me disappointed.
Always go there. Traditional Hawaiian Ambiance with music. Great Servers and Service.
What happened? They transformed a large part of the round-the-pool eating area into SELF SERVE.
What? The things that reinforced the Hyatt brand have been removed.
The reason? Cost cutting I am told.
Servers are pissed but are making up for management’s short sightedness by bending the Rules and taking care of people. Long live the Frontline!
Hyatt: get your thinking straight and keep the stuff that makes your Brand special.
- Posted 4.5.12 at 10:10 pm by Roy Osing
March 31, 2012
Interesting innovation at the Westin Maui. Employees wear a “My Passion” Button that describes what the person is interested in.
Juan, a Server, is passionate about “Building and Fixing Things”. I noticed the Button and of course asked him about it.
We connected instantly and launched into a conversation.?
The difference was that the contact was Initiated by ME as a response to his Passion Button. He did nothing to try and begin a conversation with me.
A clever way to invite a conversation with a customer.?
Not too many approaches make it about THEM first.
“Hi, I’m Roy. My passion is helping people discover their uniqueness.”
Cheers and Aloha,
- Posted 3.31.12 at 10:50 pm by Roy Osing
March 26, 2012
Everybody is looking for the key to winning in business.
Problem is there isn’t ONE key. Winning in today’s intensely competitive world is all about doing a ton of simple things that create distance from the Competitive Herd.
But there are 3 things that, if done with passion and relentless tenacity, will turbocharge any organization on a winning path.
1. Have an ONLY Statement. Create a competitive claim that clearly establishes your distinctiveness. Your uniqueness. What makes you special compared to others.
“We are the ONLY ones that…..” is THE practical way to create your position that is not aspirational and helium-filled. The ONLY is your Elevator Speech to describe what you do and who you are.
2. Do stuff for your Fans. Make THEM the center of attention. Get viral. Build your business on the backs of the people who are loyal to you. Make it easy for them to ‘sneeze’ you to others. Grow your business by trusting that if you leave your Fans GaSPWORTHY they will spread your word.
3. Make your game the DAZZLE game. Loyalty is created by delivering WOW experiences not products that work according to specifications. People expect things to work the way you say they will. What they DON’T expect is a mind-blowing experience when they get them. Dazzle = Powerful Positive Feelings = Loyalty = Word-of-mouth Promotion = Long Term Success. It’s just that simple.
Treat these 3 Aha’s as the beginning of your journey.
Focus on getting started and creating this culture in your organization that will yield the end-game you want.
- Posted 3.26.12 at 09:53 am by Roy Osing