What Happens When You Put the CUSTOMER In Charge of Your Marketing?

A while ago I wrote a post asking the question, “who is really in charge of your marketing?” My intent was to highlight the marketing impact (for better or worse) of the rank and file staffers who come face-to-face with customers.

Recently however, I have noticed something truly fascinating that I believe may very well change marketing forever.  And it forces me to revisit this same issue of who’s in charge of marketing.

This time I would ask you to consider the role of your customer in the marketing equation.  No… I’m not talking about generating referrals.  I’m actually talking about the customer as a deciding and active force in an organization’s marketing.

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If You Believe In Your Product, Give It Away

My brother in law’s family came up from Atlanta to visit last weekend.  We are both attempting to learn golf.

He pulled from his bag a coupon/voucher that I could redeem to receive one free golf club from a company called Upswing. Simply call the number on the card – cite the unique sequence number on my coupon, and a putter, driver, or sand wedge is mine for the mere cost of shipping.  How could I refuse?

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