They would be if you gave them a nice bag worth keeping. (Or a shirt, hat, mug, umbrella…)
Archive | August, 2011
You have to give them a story to tell
If you want someone to tell their friends about your product, you have to give them something to say. This is what we call a word of mouth topic — the thing that gets repeated. A great example: A new whiskey called Jim Beam Devil’s Cut. (Disclaimer: They are a client. But they had me [...]
Show them you really mean it
I love this email signature from Butler Patches. It’s not fancy or polished by some brand-management guru, but … it shows a hell of a lot of passion and commitment.
You need bounty hunters
Google offers a cash bounty to anyone who finds a bug in their Chrome browser. And they make the rewards public. Result: A posse of volunteer bug-hunters who are excited to help solve problems. (And an internal team even more eager to catch the bugs first.) You should do the same. Reward the customers that [...]
Recombobulation: The power of a little humor
One simple sign in Milwaukee’s airport changes a stressful situation into a laugh-out-loud moment: This unexpected humor has resulted in great news coverage, blog posts, social media sharing, and even an urban legend that it’s a real thing. Sometimes there are going to be difficult and uncomfortable moments in what you do. What are you [...]
eBay Needs Your Help
Well, maybe not — but this is a great example of how to increase response to a marketing message. Instead of telling people something, try to ask them for help. You’ll make them feel important, you’ll sound more human, and you’ll get a better result. We all want to believe that companies care what we [...]
Authenticity runs deep
Authenticity isn’t something your marketing department creates. Authenticity isn’t an "authentic look and feel" — that’s the opposite of authenticity. Authenticity is when you do the right thing, the right way, for the right reason. Example: Marker’s Mark isn’t just "hand crafted" as part of some marketing spin. Here’s a picture of the printing press [...]
Twitter is the buddy who tells you that you need a breath mint
Patients used Twitter to complain that doctors were smoking outside a major hospital. The first reaction: Management gets embarrassed and mad at Twitter. On further thought: They realize that it’s a good thing. Yes, it’s awkward, embarrassing, and tough to hear. But needed and appreciated.
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