When someone has been happily doing business with you, they probably aren’t telling their friends. When we’re used to getting great service, we don’t suddenly jump up and start telling everyone, “Hey, it’s still good!” After a long relationship with a product, we don’t suddenly post to Facebook, “Still not broken!” So how do you [...]
Archive | February, 2011
A $335 shirt
J. Crew is selling a $335 shirt. Silly? Of course. But it’s fantastic word of mouth marketing. Even if they never sell one, it’s something to talk about. People will be forwarding links, telling their friends, posting it to Facebook, and writing posts like this one. Have you given your shoppers something worth talking about?
It’s the frosting, not the cake
Your main product may have nothing unique to keep customers loyal. It may be good, but not special. Solution: Look for something you can add around the product that gives people a reason to love you. A different package, better service, or an add-on that changes the experience. Walgreens can’t do anything to change the [...]
Do not call
I get a sales call (8 PM, at home) from a company that I already do business with. I tell them to put me on the do-not-call list. They tell me that I may get more sales calls for up to 30 days. I mention that it’s against the do-not-call rules. They say “It’s OK, [...]
Before you pay for a big, expensive, gimmick campaign to impress a blogger …
Try something simple. Like inviting them over for tea and conversation. Don Levy at Sony Pictures wanted Oscar bloggers to write about the visual effect of the movie. Academy voters don’t necessarily have access to the same level of knowledge and understanding about the work that members of the visual effects branch, who do the [...]
Never waste a napkin
(Or any other communications opportunity.) How many millions of napkins are used every day in restaurants? How many of them are blank? If you can get a customer to pick up a piece of paper, you might as well make it a marketing piece. How many easy opportunities to tell your story are you missing?
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