Word of mouth starts with one remarkable statement. For the next three days, I’ll be telling everyone in Austin, “ACE Rent A Car sells you a tank of gas for less than it costs at the pump.” They are going to get a dozen in-person referrals, and a blog post, for $2.58. That’s a pretty [...]
Archive | April, 2010
Now is the time to give it away
Bad economy marketing advice: If people can’t pay for it, give it to them. You don’t lose revenue when there is no revenue to get. Start building a ton of goodwill. Make millions of friends. They’ll be back, with their friends, when they have money to spend.
Ask for help making it better
Your customers know what you’re missing. Can you make it easier for them to tell you? Great example from Microsoft:
Marketing is so easy that we forget how easy it is
Your homework: Before you do another zillion-dollar ad campaign, try to come up with three cheap, easy campaigns. Like this “free lunch on your birthday” email from Flat Top Grill. Do the basics before you do the hard stuff. You’ll save a fortune and it’ll work.
Change your scoreboard and you’ll be happier
It’s not about what you need to do. It’s about what you got done. Face it — you’re never, ever going to do everything you want to do. You’re not even going to catch up or keep up. That’s life. If you measure your success by the undone, you always lose. Measure your success by [...]
A great follow-up encourages participation
The Gap ran a promotion to give a portion of sales to charity. But lots of companies do that. They took it to the next level by emailing participants with the results of the campaign. Good move. We believe them. We know exactly what happened to the money. We were thanked. We know our support [...]
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