Volkswagen's Customer Intuition
Have you seen the startling ads for the VW Jetta? The ones where you are riding along with the occupants when suddenly out of nowhere they have a collision. The ads are designed to highlight the “safety in light of the unexpected” aspect of the Volkswagen Jetta. Dave over at our sister blog BeTuitive call the ads risky but they connect with him as he has experienced an accident and can relate with the sudden impact of these commercials.
Seems to me to be an intuition moment on the part of Volkswagen or at least their ad agency. These ads are most likely the result of market research that shows that safety ranks high in customers and prospects minds, therefore commercials dramatically promoting the safety performance of their vehicles.
How are you responding to the discussions that your customers and prospects are having about your business or products? Are you responding in advertising? In your email newsletters? On your blog?
May 23, 2006 in audio publication, award winning magazine, Blog Outsourcing, blog publish, Building Customer Community, bulk email marketing, Business Marketing, Business newsletter, Business publications | Permalink | Comments (0)
Customer Managed Relationships
Seth points out that Disney is thinking differently about CRM. They see it differently. Customer Managed Relationships. CMR replacing CRM. “...our guests invite us into their lives and ultimately manage our presence/relationship with them.” Now that's understanding permission marketing. Who among us enjoys it when a marketer manages our relationship. We'd much rather manage our relationship.
So what's a marketer to do?
Be on all the Channels
Think about the relationship you want your customers to have with you. That's slightly different than thinking about the relationship you want to have with your customers. What channels of communication do your customers want to hear from you? You probably don't know so maybe you need to use multiple channels and let customers choose what's most convenient for them. Some customers will like email newsletters, some will like direct mail, some will like an RSS feed from your blog, and some will like podcasts. The point is that it should be the customers choice. The choice you have as a marketer is to populate the available channels with your message.
Track, Tweak and Be Respectable
When you offer multiple channels respect the choices of your customers. Don't assume that those that listen and respond to one channel will want to hear from you on other channels. For example don't assume that email newsletter readers will want to hear your podcast. It's ok to let them know you have one but it's not OK to send the podcast file in an email. At every opportunity Test and Tweak your message so that you continually improve your use of each channel of communication.
Sounds like a lot of work doesn't it? That's why you should consider outsourcing your email newsletters and blogs to a provider like BeTuitive Marketing where all the Tracking and Tweaking are respectfully handled for you by experts in permission marketing.
May 8, 2006 in award winning magazine, award winning newsletter, Award winning publications, Blog Outsourcing, blog publish, Blogging Tools, Blogs, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, business credibility, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, CMO, company blog, Current Affairs | Permalink | Comments (1) | TrackBack
Sales Genius Helps You Track Customer Interactions with Your Website
Sure you can have excellent stats and behavior tracking with your email newsletters but what about the follow-up emails that your sales staff sends to hot prospects and potential customers? Ever wish you could see if your prospects are visiting the web pages you are referring them to? Now you can with a new service that will track customer and prospect behavior based on the emails that you are sending. Give Sales Genius a try during the free trial period to see if it's going to be worth paying a monthly expense for the service.
SalesGenius™ is the first personal web analytics service that lets sales professionals instantly qualify sales prospects by tracking individual visits to corporate web sites, without any programming or IT involvement. The real-time Genius Tracker™ gives you immediate feedback about which sales leads have opened your e-mails and clicked through to your web site, so you can tell at a glance who is most interested.
May 3, 2006 in award winning newsletter, Blog Outsourcing, blog publish, Blogs, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, Business Marketing, Business newsletter, Business publications, Business relationships, CMO | Permalink | Comments (1) | TrackBack
Tracking Your Customers or Competitors Website
Are you watching the websites of your customers and competitors? How do you know when the sites have changed? Feed Whip is one of a slew of services that track websites and can email you when the site changes.
This is especially useful for monitoring “what's new” pages or “new products” sections of websites. In addition to a business home page you may want to track team pages, personnel listings, specification pages or any other specific intelligence pages.
Tools like these help you stay current with your customers and competitors. It's the essence of customer intuition.
Geographic Customer Intuition: Census/Google Maps Mashup
We're all about the Customer Intuition here at BeConnected. Learning about your customers, their needs, behaviors and desires is so important for any business. For those addressing specific geographic areas when developing new locations, products, services or experiences understanding Census data is critical. Here's a cool tool that allows you to analyze Census data based on a one, three and five mile radius from a given location or address.
March 30, 2006 in award winning newsletter, Award winning publications, Blog Outsourcing, blog publish, build credibility, Building B2B Relationships, Building Customer Community, Business newsletter, CMO | Permalink | Comments (0) | TrackBack
PodZinger: Search Engine for Podcasts
I've blogged before about the tools that are out there to discover and monitor relevant discussions and media mentions of your product, business, competitors and customers. By now you should be aware and using tools like RSS, Google Alerts, Technorati Watchlists, the search tools in your newsreader and other customer intuition tools that may be appropriate to your work flow.
As new forms of communication and media distribution develop savvy developers create new tools to help users search and monitor these new messages. This is exactly the case with PodZinger a search engine for podcasts and video podcasts. Drop your keywords into the search box and specific occurrences of those terms are discovered and highlighted for your review. You can watch or listen to specific clips of the entire podcast. Nice.
If you are a technology company and you want to track mentions of your new product PodZinger is a great tool to track product names and measure the buzz across podcasts.
March 22, 2006 in Blog Outsourcing, build credibility, Building B2B Relationships, Building Customer Community, Business Marketing, Business newsletter, CMO, Web/Tech | Permalink | Comments (0) | TrackBack
Tom Peters' Blog on Defining Customers
Steve Yastrow over at tompeters.com has a simple definition of a customer:
Anyone whose actions affect your results.
Simple, succinct and broadly applicable. If we're talking about developing customer intuition and using tools to learn more about the background and happenings of our customers we better have a good definition. What do you think? Is this a good definition? Anything to add?
tompeters.com: Refine to Simplicity be sure to read the comments. Good stuff their too.
March 10, 2006 in award winning magazine, award winning newsletter, Blog Outsourcing, Brand enhancement, build credibility, Building Customer Community, Business newsletter, Weblogs | Permalink | Comments (1) | TrackBack
Put These Entrepreneurial Proverbs on Your Radar
Over at O'Reilly Radar as opposed to Radar O'Reilly, there's a great list of “Entrepreneurial Proverbs” that are intended for engineer types who want to start their own companies. Great bit size chunks for those looking to start a company or just wanting to shape some advice for someone who is.
Cool ideas are useless without great needs -- this is the classic engineers' entrepreneurial mistake (or at least I'd like to think so, since I've made it). Techies love tech, and a new technology can produce a lot of companies that don't really meet a need. Better to start with the need, and then see how what you know can produce a better answer to that need. (Marketers tend to have the opposite problem: real, pressing needs with completely unworkable solutions.)
Build the simplest thing possible -- engineers have the hardest time with this, with not overdesigning for the need they're addressing. Make the simplest possible product that makes a significant dent in that need, and you'll do far better than you would addressing two or three needs at once. Simplicity leads to clarity in everything you do.
Solve problems, not potential problems -- you can waste a lot of money implementing solutions for problems you don't have yet, and may never have. Work on the biggest, most pressing problems today, and put aside everything else.
Test everything with real people -- it's unbelievable how helpful this is. Go find civilians, real people who use computers because they have to and not because they love to. Find them in Starbucks, or at the library, or in a college computer lab. Give them $20 for 20 minutes, and you'll be paid back a hundred times over.
Read the rest of the list.
O'Reilly Radar: “Entrepreneurial Proverbs”
Boing Boing Reports on Two Disconnects Between Operations and the Customer Experience
Today Boing Boing reports on two stories that illustrate disconnects between operations departments and the revenue generating mission of an organization.
First it's airports. Cory Doctorow posts a report that airports are covering power outlets to deny power to travelers looking to recharge their laptops and cellphones. Many of these same airports sell access to WiFi internet access. Who can buy and use WiFi if their laptop batteries are depleted? This sounds like a disconnect between operations looking to curb electricity use and management that wants to generate more revenue and enhance travel customer experience.
Cory also points to a post on the Re-Imaginering blog that discusses maintenance problems at Walt Disney theme parks. Apparently, the operations budget is so tight that animatronics are deactivated instead of repaired, figures are repositioned to avoid excessive wear on costumes and entire new attractions are actively opposed by operations because they don't have the budget to maintain them. Again a disconnect between operations and the customer experience. Raving fans who are more than willing to evangelize the theme parks are noticing and the web is spreading the word.
How about your organization? Are you aware of any disconnects that are negatively effecting your customer experience? Maybe it's as simple as that incredibly cheap paper in your laser printer. That cheap stuff will save dome pennies but the client frowns at that cheap stuff their expensive reports and studies are printed on.
Where do you see disconnects that are sending mixed messages about your business to your customers? Is it time to realign your budgets and priorities?
Daily Candy to Sell at Auction for $100 Million
Here's a word from the B2C email newsletter world that will give you pause. Daily Candy a trend spotting shopping daily email newsletter service is poised to sell for $100 million. Wow! there is a lot of value in building a targeted permission based audience.
The Wall Street Journal reports:
Daily Candy's business is a simple one: It produces urbane email newsletters that make daily recommendations on shopping, entertainment, food and media. Originally written for a clutch of trend-obsessed New York City women, the site produces 11 electronic newsletters, including editions for Chicago, San Francisco and London. Advertisers pay for access to the newsletter subscribers.
Wall Street Journal: Former AOL Official Pittman Puts Web Firm Daily Candy Up for Sale
February 16, 2006 in audio publication, Award winning publications, Building B2B Relationships, Building Customer Intuition, bulk email marketing, Business Marketing, Business newsletter, Business publications, Business relationships, CMO, company blog, Web/Tech | Permalink | Comments (0) | TrackBack