Regardless of what you sell, people will ask others before they buy. And guess what. They trust what they hear from their friends more than anything you’ll ever say in your advertising.
This is hardly breaking news. Since the first caveman started selling clubs and spears, people have been voicing their vendor related gripes and praises to their friends.
Word-of-mouth just happens. And that’s how most of us still view it… something that happens as opposed to something we can actually influence.
If that’s still your view, you’re missing the boat and probably losing business as a result. Read the rest of this entry »
A professional marketer recently suggested that the marketing principles I’ve been addressing related to overt benefit, dramatic difference, and real reasons to believe are outdated… they no longer apply since the dawn of category competition.
The example that she cited was that of GM, Ford, and Chrysler perfecting these principles only to converge on a “commodity position” and obviously struggle in the marketplace.
At times it would be easier to draw this conclusion and search for an easier path to resolve our most fundamental marketing challenges. But respectfully, I disagree. These principles are not outdated. Rather, I think that these tired organizations have forgotten (or possibly can no longer deliver on) the concepts of REAL reasons to believe and DRAMATIC difference. Their products are painfully inferior to their foreign competitors, and sadly, they no longer have a benefit to offer that is more pronounced than 0% financing.
In fairness to their marketers, the weight of the business economic issues plaguing our auto makers (the burden of healthcare costs, etc.) is probably as much or more to blame for this than anything else.
However, when your category becomes crowded, and if ever wellspring of product innovation runs dry, differentiation can always be found in the provision of service… making bold declarations and standing behind them… building new and REAL reasons to believe. Read the rest of this entry »
If you haven’t taken a moment to appreciate the work that Unilever is doing with its Dove Self Esteem Fund and related campaign, you’re missing something truly special in the world of marketing. What’s more, you’re missing a great example of the new face of powerful, authentic marketing… infusing emotion and meaning into what could easily be a big, boring brand.
The campaign is supported in large part by a number of brilliantly composed, thought provoking, debate inspiring videos created by Ogilvy & Mather Toronto. If you haven’t seen “Evolution,” you need to take a moment and watch it right now.
This Dove self esteem campaign is worthy of serious study and reflection, but there are three aspects of it that I want to call your attention to right now. Read the rest of this entry »
Brian Korte is an artist pioneering a new and fun medium. He builds mosaics – big pictures – out of LEGOs.
I can remember the time he told me he was working on his first one – a portrait of two of his friends who had recently married. With limited expectations, I took a look, and WOW! pretty darn cool!
What’s really interesting about his LEGO art, is that once you understand HOW he does it, unlike other forms of art that so often require freakish talent, most anyone could do this with his level of precision.
He has leveraged this sense of attainability to create a following of enthusiasts. Kids can (and do) actually help him complete his work.
Now he has built a growing business called Brickworkz out of this form of LEGO art, and by all indications, he’s doing quite well. You should have a look. He’s being commissioned to build his mosaics for individuals and businesses around the country, and he’s creating a growing buzz.
I mention this for two reasons. First, he’s a creative inspiration, and he’s succeeding at breaking into the crowded art community in a new and exciting way. It’s worth watching.
Second, and more to the point of this post, he wrote something recently that highlighted a phenomenon that has intrigued me for several years now as a marketer. It is a counter intuitive quirk of human nature that many of us marketers should recognize and exploit. Read the rest of this entry »
If you haven’t read my July 21 post, Lunch with Yoda, take a moment and read it. It sets the stage for this post.
My afternoon with John revealed what I submit are six laws for creating a perfect customer experience. While I’m certain there are others (and I’d love your opinions), these are a good start to an important discussion in an era in which the customer experience has never been more important to the marketing equation.
John Taylor is the grand master among a new breed of marketers.
A short while ago, I wrote a post criticizing Sprint/Nextel for their abysmal failure to even be civil in their face-to-face interactions with customers. John is the polar opposite. He is the engineer of a near flawless customer experience designed to delight just about the most demanding consumer that the world has to offer – rich, executive golfers.
He’s an artist, a choreographer, a director, a gracious host, and a savvy business man. Every business needs a John Taylor.
We had lunch last week in the kingdom that he has created in Scottsdale, Arizona. Here’s his story – and three of the lessons that I walked away with… Read the rest of this entry »
I’d hate to be responsible for marketing at Sprint (together with Nextel). There are people at Sprint dedicating their lives to trying to make people like this company – to say nothing of the millions they spend in that effort.
And for what??? To have it all ruined the moment someone walks into one of their retail locations and tries to transact business with any one of the battalion of thoughtless morons that they employ (or allow to conduct themselves draped in the Sprint brand). Read the rest of this entry »
Business gifts just aren’t the same as the gifts you buy for friends and family. When shopping for your mom, buy her something she’ll love. Your focus is on her… her needs… what will make her feel good.
Client gifts are different. Sure, sometimes a nice thoughtful gift is what you need. But why not challenge yourself to find a gift that gives back? Read the rest of this entry »
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Infinite Return Marketing, Web Marketing, Marketing Principles, Customer Experience | 
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Posted by Tom Blue
