Posts Tagged ‘customer engagement’
The Most Overlooked Part Of A Marketing Strategy
How often do our potential customers come to us and invite us in? That’s exactly what happens when someone visits an about page, they are asking us to tell them more and most of the time we blow it. We spend billions of dollars and countless hours every year trying to get people’s attention and…
Read MoreWhy A Good Idea Is Not Enough
It took at least 40 years for the computer to go from being a series of ideas and advances to a commercial success. The difference between a good idea and a commercial success is context—the understanding about where that idea fits, how it will be useful in the world and who will care about it.…
Read MoreLessons In Brand Storytelling From The Airbnb Rebrand
I have to be honest, as an Airbnb evangelist and user I felt a little disappointed as I watched the company’s relaunch unfold. Of course I wasn’t viewing the whole thing through the eyes of an impartial observer. Anyone who is an early adopter of something that begins on the fringes wants that thing to…
Read MoreDriving Sales, The Gates Effect And Flawed Marketing Vocabulary
Over the weekend a previously out of print business book, which was unknown to many and forgotten by most shot up the Amazon bestseller list. Why when we had previously ignored John Brooks’ Business Adventures were we suddenly snapping up enough copies to make it the #1 bestselling business book on Amazon and #3 amongst…
Read MoreAre You Using Soft Data To Create Value?
It seems like a no brainer to suppose that local businesses like a cafes, dry cleaners or dental surgeries—the kinds of businesses that serve the same customers week in week out, where the staff have the opportunity to look their customers in the eye, would take advantage of the fact that they look their customers…
Read MoreAll Of The People, All Of The Time
All around us big vanilla businesses and corporations are struggling to understand how to connect with customers and give people what they want. Businesses like McDonalds are ‘resetting’ and trying to find new ways to improve speed and affordability of their core offerings. Their strategy is to become even faster and cheaper. Meanwhile Mexican food…
Read MoreIntention Is A Competitive Advantage
Having a competitive advantage is not just about being better in ways that can be measured, it’s about understanding your difference and about knowing how that difference will impact the lives of your customers. Great business leaders know what they want to do well and also importantly what they won’t do. While other banks were…
Read MoreWhat Are Your Customer’s Triggers?
We mostly think of buying as an isolated act, something our customers do in the moment. But it’s probably more useful to think of buying as a behaviour. A behaviour is an action or reaction which is triggered and conditioned. We look in the fridge at 8pm and notice that we’re running low on milk,…
Read MoreThe Marketing Shortcut
The fare on sale at the coffee window of our local cafe changes each morning. On Monday homemade protein power balls and muesli bars are strategically laid out to fend off the regret of the weekend’s indulgences. On Tuesday it’s fruit filled muffins and by Friday we’re splashing out with a chocolate covered something. All…
Read MoreThe Business Case For Creating Great Customer Experiences
Saren Indah is a tiny fifteen room hotel in Ubud. It’s hard to stand out from the crowd in a market where amazing seven star resorts line up alongside cheaper than cheap backpacker accommodation. How do you differentiate when you are not the biggest, flashest or cheapest? Saren Indah should be lost in the mediocre…
Read More