Reaching Everyone?

I work with Commercial Printers every day that are printing jobs for businesses that are trying to market or sell their product to you and me, the end consumer. Some of them are helping those customers with more effective marketing by using data to target the right message to the right customer at the right time.

For example, when my daughter Ashley turned 5, she received a coupon from “Build a Bear” for $10 off her “Ashley bear.” What was neat about this piece was it had a picture of the same bear she purchased the prior year. I will say that as a parent, I wasn’t very happy with this coupon because the $10 actually caused me to spend over $30 on a stuffed animal! I had another fun experience recently where I felt I was targeted pretty well. My wife drives a Honda Accord. At the time, it had roughly 60,000 miles on it. We get a free oil change coupon in the mail. Now the postcard had our Honda on the front and it said, “Kim, since it’s time to bring your Honda in for Service, we thought you would enjoy a free coupon.” Well, she did use that “free” coupon and brought it in. And the oil change was in fact free. My only comment was she also rotated tires, did alignment and was told she would probably need new tires in the next 5,000 miles (and so they gave us their price for 4 new tires). Was she targeted because she had 60,000 miles? What a great use of data.

I am a huge fan of target marketing. In fact, when done right, I believe it is the best use of marketing dollars. Having said that, I am still amazed how many of my customers that do variable printing like this, still don’t use multi media tools like email, facebook, twitter, blogging, linkedin, plaxo and on and on. I wonder, are they connecting with all empowered customers?

For example, I recently purchased a 46 inch LCD TV. At the place I purchased this TV, I asked about installation. For the TV with mount, installation costs exceeded $375, not including HDMI wires, electric above the fire place and so on. My wife said to check on Craigslist. So I did. I went to my city and searched “install lcd tv” and had 6 ads posted in the past 7 days. Two weeks later, my TV was hung, electric was run and total cost out of pocket was $250 including mount, electric, hdmi cables and everything else.

People want to be communicated to in different ways. As a marketing expert, are you taking advantage of all the tools available to help market to your potential customers, all your potential customers? It’s in exploring this question that I see so many opportunities. Do you?

Scott Titus has been with Xerox since 1995 and is a part business consultant, part one-man marketing machine and part sales professional.  Titus has been among the top three sales representatives at Xerox Corporation for eight quarters running.  He produces a monthly e-newsletter, writes his own blog at Ideas, Ideas, Ideas and creates his own Web videos. His current approach includes helping his customers develop “their own multichannel communications” and spends much of his time consulting with clients about their business initiatives and how marketing tools can help drive additional revenues for them and their customers. He has been featured in industry articles on such topics as “Trust Equity” and also made Xerox’s Profit Accelerator Magazine two out of the three volumes to date.

Overheard the other day from a cashier at my local grocery store (a large chain, by the way): “Can I get a bagger over here?  You aren’t paying me enough to have me bag the groceries, too!”  I heard this as I was coming up to the check-out counter with my purchases (which were only a few items).

Wow, what does that do to the brand’s marketing messages?

Who Speaks Louder?

The issue here is this: a customer doesn’t differentiate between what marketing is saying and what they hear from customer service personnel.  All messages, regardless of medium or origin, add up to communicate the brand’s image to the customer. 

Yet too often, marketing and customer service are managed separately in a company or organization, they don’t speak to each other, and they don’t have common metrics (you know, those things that drive the behaviors?).

When we look at it from the company’s perspective, we see silo-thinking, each department focused on their own area.  When we look at it from the customer’s perspective, what do we see?  One brand, with everyone working together for a great customer experience?  Or many experiences, looking like many brands, with the experience differing based on how customer service personnel are asked to behave? A strong coordination between marketing and other customer-facing parts of the organization is critical to put our best foot forward for our customers. It means we should view our customers as one of the most important assets that we have; therefore, we should plan each step of how we are going to get, keep, and grow these assets.

Empowered Consumers

This gets even more tricky when we think about a brand's presence online. Now the places that a brand can impact a customer are multiplied many-fold. They include a brand's website, any branded social media properties, as well as consumer-generated content (ratings, reviews, blogs, videos). Customers may agree or disagree with the branding that a company is doing, but in a digital world, they now have a very fast and easy way to share their thoughts. Thousands or millions of others can see, hear, and experience multiple customer perceptions of most brands, regardless of whether that brand has a strong online presence.

In the digital world, other customers (the community) may be a stronger influence on the company’s brand than the company itself.

Questions to Consider

Who is speaking the loudest to customers at your organization?  Do you need to bring those messages into alignment?  How can you work with those who are the most influential voices, rather than against them, to strengthen your brand and the loyalty of your customer? What do customers think about your brand, from all perspectives?

These are all critical questions to answer as companies consider how to weather the current economic storms and build stronger customer relationships.

As Director of Social Media for the San-Diego based start-up Brickfish, Becky Carroll is responsible for all aspects of social media marketing, including audience engagement and loyalty, social media outreach, and thought leadership. The author of the business blog Customers Rock!, she also teaches the class “Marketing via New Media” at UC San Diego Extension. Becky is a regular personality on the Big Biz Talk Radio show, a nationally-syndicated program, a contributing author on the recently-released business books Age of Conversation and Age of Conversation 2, and a sought-after speaker on social media and customer loyalty.

Everywhere I turn I see the signs that the consumer's in charge. And yet, I continue to encounter people who don't believe it. They don't appreciate that there truly is a new Marketsphere that is turning traditional marketing upside down.

And although it's more obvious in some industries than others more technologically attuned, no one is immune.  From church-going experiences, to choosing a phone carrier, the consumer makes the decision. 

Only by stepping back and observing ourselves in consumer-mode do we begin to taste and feel that new Marketsphere, maybe even appreciate its dimension and essence.

If consumers are empowered, what do we as marketers do?

We listen.

That doesn't mean we become passive.  Oh, no.  Rather it means that we shift our perspective from a traditional, hierarchical, standoffish one where we routinely make pronouncements - mostly irrelevant to the consumer - about the magnificence of our brand, to a more humble and curious perspective where we listen intensely to what our customers have to say about us and the problems they face and then respond. Ideally with solutions to their issues.

In so doing, we make a connection and then begin to establish a relationship with our customer.  In so doing, our empowered consumer empowers us

So why not?

Another post on the subject is Mplanet 2009: How Do You Connect With Empowered Consumers.

Christine B. Whittemore is passionate about the customer experience, marketing to women and social media as conversation enabler. The director of in-store innovation for Solutia’s Wear-Dated carpet fiber division, Christine also sets and oversees social media and communications strategy for the brand. Also blogging at Flooring The Consumer (about marketing to women and the retail experience) and The Carpetology Blog (about all things carpet related), her participation in this expanding world of social networking is not only a passion, but a pleasure, as it offers the opportunity to observe, study, research and write about the consumer experience.

Results, seemingly, are what everyone is looking for as consumers and companies scrutinize expenses and ROI (return on investment) in these days of economic shrinkage. At the same time that the financial downturn is impacting many, if not most, Americans (as well as people and businesses in many other countries) it is revealing efficient companies, strategies, business and technology mavericks and emerging market opportunities. Those who do not succumb, close down, declare bankruptcy, become obsolete, unnecessary or unemployed may survive the crisis and be stronger for their efforts and business acumen. Part of that efficiency is the ability to understand the direction the markets are taking and how to stay ahead of the curve. Relationships, specifically our ability to maintain and benefit from them, is one of the tools we can rely on moving forward.

Recently, I asked fourteen friends who are well-known in social media for their predictions on what to expect in 2009.  They came up with 50 diverse insights that are worth spending some time with - you can download a PDF of them here.

As you know, social media isn't about any single institution dictating what will be - even an amalgamation of 14 minds.  So I turned the task of clairvoyance over to the people, by creating a voting application where anyone could vote a particular prediction up or down, or submit their own to the mix.

It's telling that the top three predictions voted to the top so far are all focused on customers:

1.  Customer Satisfaction Uprising.  With money tight and tensions high, consumers will not tolerate bad service. They will flip out, very publicly, using social media. [from Andy Sernovitz]

2.  Customers insist on custoMEr service.  Putting the "me" back in customer service, customers, tired of being asked to pay more for less, will look to product guarantees and service warranties to make their purchasing experience worthwhile. When denied, they'll take (or threaten to take) their case to the web. Good customer service will differentiate a mediocre brand and a superb brand. [from Scott Monty]

3.  Everyone becomes a marketer.  As companies debate who should "own" community efforts within the organization -- marketing, corporate communications, IT, etc -- their front line workers will go about quietly, inobtrusively interacting with customers, partners, and other employees within their social networks. Examples like @comcastcares Frank Eliason or "Nuts About Southwest" blogger Gordon Guillory (who is a mechanical engineer) point to the democratization of social media within the enterprise. Companies will struggle with how to control who says what -- but will increasingly realize that in an economic downturn, they need all the marketing muscle and leverage they can get and actively encourage. [from Charlene Li]

It seems pretty clear to me where we need to focus our attention in the coming year (and beyond).

Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.

With only 40 days left until Mplanet 2009, everyone behind-the-scenes is hard at work on the final logistics that will make this year’s event THE place for today’s marketers to explore, learn and connect  - all in a multi-sensory environment unlike any other.  AMA’s meeting and event production agency partner for Mplanet (Chicago-based Minding Your Business, Inc.) is no exception.

 
And while our involvement in the project extends back to the humble beginnings (when the idea for the inaugural Mplanet – in 2006 – was first coming to fruition back in 2003), the real work for this year’s event began in April.  It all stemmed from the AMA’s event concept - “Navigating the New Marketsphere.”  Today’s consumers have this hard-to-penetrate halo of technological empowerment around them created by the myriad of constantly changing ways they receive messages.  What’s a marketer to do to change, adapt and stay relevant in this world of rapidly swirling cultures and attitudes that create a vortex of diverse needs, wants, niche preferences and global imperatives?

With an outstanding line-up of the industry’s top minds in place to address this big question and a magnificent host venue selected (Orlando’s well-appointed Rosen Shingle Creek), our team set-out to design an attendee experience that would bring the “New Marketsphere” to life.  I think it’s safe to say our audience in for a real “WOW.”

 

Here’s a sneak peek at what you can expect (but shhh, don’t tell anyone I told you!):

• A techno-driven main stage environment for the Perspectives sessions featuring theater-in-the-round style seating around a central, 24’ diameter circular stage
• The return of the Mplanet DJ and an opening performance that will draw you into the world of the new marketsphere in a way that will simply blow your mind
• Forums sessions designed as “mini” general sessions that support in-depth dialogue between some of the leading CMOs and marketing luminaries while allowing ample time to focus in on the questions YOU want answered
• The Discovery Center – epicenter of Mplanet for engaging with leading-edge exhibitors and continuing to the dialogue with fellow marketers, AND home to the Mplanet Studio – where attendees have unprecedented access to Mplanet’s amazing line-up of speakers
• Evening receptions that take networking to the next level, complemented by interactive entertainment as well as enticing food and drinks
  

Every aspect of the production promises to provide a multi-sensory experience designed to immerse attendees into the realm of the New Marketsphere.

Speaking of which…I need to get back to work!  See you in January!

- Amanda Marijanovic, Executive Producer of Mplanet, Minding Your Business, Inc.

With our global economy hitting a rough patch right in the middle of budgeting season.  Unfortunately, things are so bad that some companies are more focused on survival than on 2009 spending reductions.  For those who can move ahead with planning for next year, a difficult decision awaits.

Many social media tools have moved into mainstream adoption - Facebook has passed 100 million global users and more than 133 million blogs are being indexed by Technorati.  The early promises of word of mouth marketing seem set to emerge into reality - consumers passing along brands at zero incremental cost, out of sheer affinity and loyalty.

However, a small three-letter roadblock stands in the way of those wanting to add social media to the mix:  ROI.  And social media marketers are finding that getting serious means having to justify spend.  Unfortunately, marketing measurement is difficult for channels we've been using for decades.  So I don't expect social media to emerge as a strong marketing channel any more than mobile will.

There is a ray of hope in all of this.  Marketers who take the time to understand how social tools best function will learn how to connect with their newly empowered consumers - and this collaboration will help marketing re-elevate itself to the general management role it has historically been.  Any marketer who wants to work in something greater than the "make it pretty" department should understand how the channels work, spend wisely on program development and execution, and success will follow.

Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.

As Toby mentioned in her last post, McNeil/J&J got wind of a controversy brewing on Twitter which ultimately escalated into mainstream media.  For better or worse, this type of digital consumer uprising rarely happens.  However, the lesson that all marketers can learn here is that listening and being prepared are key

 

On a related note, the "Motrin Moms" controversy reached a boiling point on a Sunday, i.e. an atypical "work" day.  Proof that social media will also require the concept of work/life balance to apply over seven days a week, not five vs. two.

Being prepared and digital "listening" require effective measurement of online conversation.  And as physicist Lord Kelvin said centuries ago, "if you can measure it, then you can manage it."

Measuring social media consists of five related factors, whether it's your campaign or an external meme you are following:

1. Attention.  The amount of traffic that content receives over a specific period of time.
2. Participation.  The level of user participation with content, e.g. comments, trackbacks, and bookmarks.
3. Authority.  The number of inbound links pointing to content.
4. Influence.  The size of user base subscribed to content for regular updates.
5. Sentiment.  The net positive and negative attitudes being expressed about the content.
6. Velocity. The rate at which metrics are rising or falling.  

This framework can be applied to a blog post, online video, or even a hashtagged term.  It'd be a smart idea to establish dashboards for your brand keywords and topics relevant to your market.

Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.

On Friday, Oct. 7, in New York City, I had the pleasure of attending my first 2008 AMA Hot Topic session entitled "Digital-Centered Marketing."  The facilitators were Toby Bloomberg, president of Bloomberg Marketing/Diva Marketing (and a blogger here), and Bill Flitter, CEO and founder of Pheedo, Inc.

Both Toby and Bill are skilled presenters who move the subject along based on the feedback of the group and understanding of the topic.  If you want to find a way to dive into social media, this is a great starting point.  The participants had the opportunity to talk about their own issues, problems and opportunities and everyone can learn from examples.  If you want to update your knowledge, there's a lot here for you too. 

As you can imagine, tackling a topic like "Moving Your Marketing Into The Digital Future" as this was subtitled, is a daunting task.  I was so very impressed with the depth of knowledge presented and the way case studies were woven in.  They practice what they preach.  There was very effective story-telling, tracking of successful cases and lots of sincere interest in each participant. You also come away with a copy of all the information presented and a companion website that is chock full of supporting information.

If you have a chance to attend a future presentation, don't hesitate.  It's well worth it. A similar session is scheduled for Dec. 5 in Seattle.

Stephanie Diamond writes The Marketing Message Blog and is the founder of Digital Media Works, Inc. She is a seasoned 25+ year management/marketing professional with experience building profits in a broad range of product and services businesses. In addition to writing for the Mplanet blog, Stephanie will be speaking at Mplanet's Digital Marketing Lab in January 2009.