“Advertising is the fee for being unremarkable. “ Robert Stephens (GeekSquad)
Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.While it is really really simple.
Customer retention is cheaper than acquisition.Really.
Happy customers drive retention and conversations.Are you really committed to make your customers happy?
Happiness is about managing expectations.Under-promise. Over-deliver.Do more than customers expect, but don’t over-do it.
Conversations drive business.What do you trust most? Peer reviews.
People out-converse brands.People are more authentic, more passionate and have lower overhead cost. Period.
90% of conversations is done offline.Even these guys, a group of twitter and Facebook fanatics called ‘Young Scum’have a regular offline meetup. More at http://youngscum.com
Everything a company does is communication.Products, packaging and customer service are more genuine than marketing. Soleverage that, like KLM did with their KLM Surprise campaign.
Capitalize on the people and products you already have.Kay Mook gained the Antwerp Zoo 300K extra visitors and almost becameproduct of the year 2009. More at http://polle.me/ccjSNL
Conversations are just a part of the consumer journey.Traditional advertising still works, past experience is really important and realinteractions are the dealmakers/dealbreakers.
Conversations travel through (social) channels.Nike launched a local store in Amsterdam, but capitalized on it via Facebook andTwitter. Even better, users started using Hyves to spread the word.
Company culture makes a difference.Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
Company culture makes a difference.And it really isn’t about big corporations. Bakery ingredient supplier Puratos offersfree bread to it’s employees.
People out-converse brands, soyou better start create stuff thatis conversation-worthy.Product development, R&D, customerservice and company culture overtakeadvertising as the most important wayof communicating with customers.
This is a radical change and asksfor radical changes in the waybrands and organizationscommunicate.It is about acts, not ads.It is about creating stuff worth sharing.
Think stories, not technology. Stories stick.Wouldn’t it be awesome to cut out all advertising and replace it by art? That isexactly what Timessquare to Artsquare is about. More at http://ts2as.org
Think service, not product.Do more than customers expect.
Start with observing and listening.There are simple tools to observe what consumers are doing. Viasearch.twitter.com or more advanced tools. But what about customer emails?
Use your customers to help you make the difference.Ben & Jerry’s uses an online platform with brand fans to co-create their marketingplans. 50% of consumers wants to co-create. More at http://polle.me/ISC-BJPhoto by jason.dsilva
Manage expectations. Under-promise. Over-deliver.Do more than customers expect.
What do you want your consumers to tell about you?Is it about how cool your advertising was? Do you want them to talk aboutdeals? Or is it about something else?
Monetary value versus conversation value.What are your best customers? The ones that spend the most money or the onesthat bring in the most new customers? Plan for both.
Give your customers something to talk about.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
Use your ambassadors to promote your business.Think how you can make your customers talk about you.
Connect with your consumers and use them for reach.Think how you can make your customers talk about you.