Posts Tagged ‘success’
The Myth Of The Captive Audience
Maybe you read the recent article on Entrepreneur.com about digital advertising trends that included the following passage? “Mobile video viewers are what you might call a “captive” audience. When TV commercials begin, people look down at their phones. On the bus or subway, people focus on their digital screens instead of the ads passing by…
Read MoreIf We Build It Will They Come?
This is precisely the wrong question to start any project with. A better way to begin is by asking: Who wants us to build it and why will they come? *This photo of Walt Disney showing the Disneyland plans to Orange County officials was taken in Dec 1954.* Walt knew where to start. Image from…
Read MoreA Lesson In Unlocking Value
When you book a room at the Hilton or the Hyatt you either have a pleasant conversation with someone in a call centre who you will never hear from again, or you get a polite, well-crafted email in your inbox. Your expectation about the experience is based on the photos from the website and the…
Read MoreA Category Of One
The sign was in the perfect spot—right next to the traffic lights at a notoriously slow moving T-junction, to maximise the number of people who would see it. The message was clear: “NEED A WEBSITE? 04040404040” What’s also clear is that the people who call are not likely to be the customers that the web…
Read MoreWhat’s Your Email Marketing Strategy?
Digital is fast and cheap. Now we can save a dollar or two on stamps that are no longer needed, plus the time and energy spent licking them and stuffing envelopes. We don’t even need to walk to the post box to mail our messages. Because it’s easy to reach anyone with an email address…
Read MoreThe Power Of The Minimum Viable Experience
I like my insurance company, or should I say I like the people who work for my insurance company. I’ve been with them almost ten years and have no intention of switching. Their call centre team is well trained and they really go out of their way to be helpful and make the customer feel…
Read MoreCustomer Service Vs. Customer Empowerment
In a world of abundant choices the work of our businesses has to go beyond ‘helpful acts’ and minimum requirements. Understanding the distinction is our new advantage. Customer service vs. customer empowerment is the difference between…. Delivering what’s expected and going the extra mile. Profits first, people second. Products that work and things that change…
Read MoreChanging The Customer
The craft beer industry is flourishing, naturally that’s eating into the market share of the bigger brewers. Budweiser sales in the US have dropped by more than two thirds since 1988 and the company is losing mindshare and market share amongst 21-27 year olds. The solution seems to be to change what that customer believes.…
Read MoreWhy People Buy And Why You Need To Know
We spend a great deal of our time and energy trying to convince people to choose us—often without giving enough consideration to why they might. It turns out that there are only three reasons people buy anything and every product or service falls somewhere on this buying hierarchy. 1. Utility If you lose your…
Read MoreWhen Did Marketing Become About Telling?
In the village marketing was always about showing. Quality was demonstrated and trust was earned. As we outgrew the village and our small circles of trust and influence marketing became about telling. Loyalty was bought and exposure was paid for. But our digital connectedness is taking us back. Back to a world where people can…
Read More