Today, the LifeLock CEO was on the Today Show talking about how he got himself hacked by identity thieves - the very thing his company is in business to prevent.
Last week, Drew McLellan commented on his blog about the bravery of the marketing campaign in which Todd Davis boldly displays his own social security number on billboards, TV spots and the like as if daring the identity thieves to come and get him. I agreed! Talk about putting your money (and your credit and your private information) where your mouth is.
So what does this mean for Davis and LifeLock now? Have they lost brand equity because their very own CEO has been victimized?
I don't think so. Why? Because Davis came out and addressed the issue, point blank. He admitted that many people had attempted to use his information without success. And he insists that the damage would have been far worse had LifeLock not been protecting his identity.
I know that's probably a little happy-hearted, thinking that just because he talks about it, everything is ok. But the question is, was it really a failure of the company to fulfill its brand promise, or did Davis open the floodgates for people to attack him more vigorously, just like a Double Dog Dare?
Guess I'll be keeping an eye on LifeLock to see what's next for them. And I'll be shredding my documents more carefully, of course.
22 May 2008
One Of These Clients is Not Like The Other
No one likes to be generalized. Lumped into a pile. Labeled. Assumed to be just like anyone else. And clients and customers are no different.
Sure, we may share certain tastes, values, opinions. But we're individuals and prefer to be treated that way.
Take the case of a woman we'll call Amy. She's a super talented friend of mine in the marketing world, and she's on the Big Job Hunt for a sparkly new position that will really let her show her stuff. So she's doing all the right things - networking, using her professional organization contacts, and she even met with a recruiter who sought her out. Which is where the trouble began.
Right off the bat, she's a senior level person and this firm is accustomed to a great deal of freelancers coming through their doors. They sent her a 14 page "application" to fill out, full of standard HIRE paperwork like tax forms and employment agreements (as would be appropriate for a freelancer, I assume). She hadn't even set foot through the door yet. The form email she got about her interview was clearly geared toward freelancers, didn't even have her name on it, and was chock full of information that didn't apply to her.
So before she's even met anyone, she's been made to feel like a number on a list. She asked questions like "did they even read my resume?" and "do they have any idea what I'm looking for in a career?". It sure didn't feel like it. At the very least, they could have taken out the verbiage and paperwork that was freelance-specific. But they succeeded in making Amy feel like a dollar sign to them.
We're all busy, and it's easy to give into the temptation of tossing out blanket communications in hopes of reaching many people at once. But while your clients and customers may share affinities for certain products or activities, don't make assumptions, and be careful about how you generalize the information you send out.
An extra five minutes to segment your email list or put a personal note on a direct mail postcard might be the difference between making that client or customer feel like a valued and understood member of your larger community or making them feel like a number on your mailing list.
Sure, we may share certain tastes, values, opinions. But we're individuals and prefer to be treated that way.
Take the case of a woman we'll call Amy. She's a super talented friend of mine in the marketing world, and she's on the Big Job Hunt for a sparkly new position that will really let her show her stuff. So she's doing all the right things - networking, using her professional organization contacts, and she even met with a recruiter who sought her out. Which is where the trouble began.
Right off the bat, she's a senior level person and this firm is accustomed to a great deal of freelancers coming through their doors. They sent her a 14 page "application" to fill out, full of standard HIRE paperwork like tax forms and employment agreements (as would be appropriate for a freelancer, I assume). She hadn't even set foot through the door yet. The form email she got about her interview was clearly geared toward freelancers, didn't even have her name on it, and was chock full of information that didn't apply to her.
So before she's even met anyone, she's been made to feel like a number on a list. She asked questions like "did they even read my resume?" and "do they have any idea what I'm looking for in a career?". It sure didn't feel like it. At the very least, they could have taken out the verbiage and paperwork that was freelance-specific. But they succeeded in making Amy feel like a dollar sign to them.
We're all busy, and it's easy to give into the temptation of tossing out blanket communications in hopes of reaching many people at once. But while your clients and customers may share affinities for certain products or activities, don't make assumptions, and be careful about how you generalize the information you send out.
An extra five minutes to segment your email list or put a personal note on a direct mail postcard might be the difference between making that client or customer feel like a valued and understood member of your larger community or making them feel like a number on your mailing list.
21 May 2008
Knowledge is portable.
If you don't read Seth Godin's blog already, first I'm going to hang tight while you go there and bookmark or feedburn or otherwise connect to it.
Done? Ok good.
Seth says a couple of things today that made me go YES! loudly, in my office, to the confusion of Riley, my dog.
#1) Knowledge workers should not have to go to the office every day. I've long been amazed that we marketing -PR-creative type people are "required" to be in an office for a corporate job where we add little value to our surrounding environment in a typical day because we're in a) unnecessary meetings or b) buried behind a phone or computer screen. I can say personally that I have the most productive work sessions when I'm around other people actually - gasp - producing, or when I'm in an environment of my choice that stimulates creativity. I'm oddly productive at the library. But that's another story for another day.
#2) Knowledge between experts is better shared than kept as some holiest of holy secrets. Look. People who hire me know that I'm one of many people that can do what I do. I make no mistake about that. What people love about working with me is completely different for everyone. And THAT is what keeps them coming back, not the illusion that I harbor some secret holy grail of knowledge that has never before been seen on the face of the planet. Silly, silly. It's why Seth has no problem posting about other great marketing minds, or sharing links to other people's brilliance. Me either. Share and share alike, and we shall all be the better for it!
Done? Ok good.
Seth says a couple of things today that made me go YES! loudly, in my office, to the confusion of Riley, my dog.
#1) Knowledge workers should not have to go to the office every day. I've long been amazed that we marketing -PR-creative type people are "required" to be in an office for a corporate job where we add little value to our surrounding environment in a typical day because we're in a) unnecessary meetings or b) buried behind a phone or computer screen. I can say personally that I have the most productive work sessions when I'm around other people actually - gasp - producing, or when I'm in an environment of my choice that stimulates creativity. I'm oddly productive at the library. But that's another story for another day.
#2) Knowledge between experts is better shared than kept as some holiest of holy secrets. Look. People who hire me know that I'm one of many people that can do what I do. I make no mistake about that. What people love about working with me is completely different for everyone. And THAT is what keeps them coming back, not the illusion that I harbor some secret holy grail of knowledge that has never before been seen on the face of the planet. Silly, silly. It's why Seth has no problem posting about other great marketing minds, or sharing links to other people's brilliance. Me either. Share and share alike, and we shall all be the better for it!
Communication is Key
Recession or no, don't make the mistake of thinking that an economic downturn means that you should put the brakes on everything you do that's considered "marketing".
Marketing is sometimes construed as a dirty word. So let's clean it up and consider the most basic of all marketing principles - communication.
Every business feels the symptoms of economic strife a little differently. In my neck of the words, for instance, clients are super focused on targeted, economic methods of communication. Which is a beautiful thing, because that's what we advocate anyway. But there are also those people who say "Amber, I'm halting all marketing spending right now." Yikes.
Especially for growing businesses and non profit organizations, there's a lot of noise in the market on a GOOD day. When it's a dog-eat-dog environment where every last customer or donor or volunteer is a gem (they should be anyway, but that's another post), I think the worst mistake you can make is to stop communicating.
Marketing, done well, is a dialogue. It's an ongoing communication with your clients and those you wish to be, and you need to be talking to be heard. In fact, when the frantic sales cycle is cautious and slowed, it can be an incredible time to spend developing those relationships with your customers and reminding them of how you're there to help them, serve them, provide them with a valuable product or service. Now is not the time for the hard sell - it's the time to have a conversation and be great at the most important part of all - listening.
And the bonus? Great dialogue with your customers doesn't have to be expensive. Pick up the phone. Launch a blog. Send out a handful of handwritten notes.
How can you spend a few minutes building relationships with your customers and clients so that when the sales cycle picks up pace, you'll be top of mind?
16 May 2008
Over Deliver.
How many times have you heard these words when talking about customer service or the work you do for your clients? Do you do it? Really?
Nordstrom has legendary customer service, and I am never disappointed. Personal attention, and the unrelenting drive to have me leave a happy customer. And I do. Even when the alterations done on a suit I bought were not quite right, my frustration quickly dissolved when a quick phone call promised that they'd do it again and fix it, with lightning speed.
One of the very best things you can do for your product or service, and your brand, is to deliver on promises. All of them. Meet deadlines. Return phone calls. Answer questions or offer to find the answers when you don't have them. And of course, exceed their expectations with whatever you deliver to them.
If you're not sure whether you're delivering on your promises, the best and most effective way to find out is to ask them!
One of Altitude's 60 Minute Marketing tips is to do a quick survey of your customers to connect with them and ask their thoughts. There are so many great tools out there now that make creating a simple online survey a breeze - we like Survey Monkey because it's super simple and straightforward. Not up for sending out an email survey? No worries. Go low tech and just pick up the phone and call some of your customers. Send them a note.
Most important, no matter what else you ask them, borrow a page from the Net Promoter Score methodology and include the question "Would you recommend us to your friends, and why or why not?" That answer will tell you how well you're delivering on the promises you make - even unwittingly - to your customers. And you might be surprised at what you learn.
Lastly, make sure that you DO something with the information you glean. It's not enough to just ask the question and walk away. The best thing you can do for your business and your customers is to address any of the shortcomings you might learn about. Your customers will know you're listening to them, and the value of your brand in their mind increases.
What are you doing today to over deliver on your promises to your customers?
Nordstrom has legendary customer service, and I am never disappointed. Personal attention, and the unrelenting drive to have me leave a happy customer. And I do. Even when the alterations done on a suit I bought were not quite right, my frustration quickly dissolved when a quick phone call promised that they'd do it again and fix it, with lightning speed.
One of the very best things you can do for your product or service, and your brand, is to deliver on promises. All of them. Meet deadlines. Return phone calls. Answer questions or offer to find the answers when you don't have them. And of course, exceed their expectations with whatever you deliver to them.
If you're not sure whether you're delivering on your promises, the best and most effective way to find out is to ask them!
One of Altitude's 60 Minute Marketing tips is to do a quick survey of your customers to connect with them and ask their thoughts. There are so many great tools out there now that make creating a simple online survey a breeze - we like Survey Monkey because it's super simple and straightforward. Not up for sending out an email survey? No worries. Go low tech and just pick up the phone and call some of your customers. Send them a note.
Most important, no matter what else you ask them, borrow a page from the Net Promoter Score methodology and include the question "Would you recommend us to your friends, and why or why not?" That answer will tell you how well you're delivering on the promises you make - even unwittingly - to your customers. And you might be surprised at what you learn.
Lastly, make sure that you DO something with the information you glean. It's not enough to just ask the question and walk away. The best thing you can do for your business and your customers is to address any of the shortcomings you might learn about. Your customers will know you're listening to them, and the value of your brand in their mind increases.
What are you doing today to over deliver on your promises to your customers?
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23 May 2008
Hacked! LifeLock's CEO Gets Unlocked, After All.
Today, the LifeLock CEO was on the Today Show talking about how he got himself hacked by identity thieves - the very thing his company is in business to prevent.
Last week, Drew McLellan commented on his blog about the bravery of the marketing campaign in which Todd Davis boldly displays his own social security number on billboards, TV spots and the like as if daring the identity thieves to come and get him. I agreed! Talk about putting your money (and your credit and your private information) where your mouth is.
So what does this mean for Davis and LifeLock now? Have they lost brand equity because their very own CEO has been victimized?
I don't think so. Why? Because Davis came out and addressed the issue, point blank. He admitted that many people had attempted to use his information without success. And he insists that the damage would have been far worse had LifeLock not been protecting his identity.
I know that's probably a little happy-hearted, thinking that just because he talks about it, everything is ok. But the question is, was it really a failure of the company to fulfill its brand promise, or did Davis open the floodgates for people to attack him more vigorously, just like a Double Dog Dare?
Guess I'll be keeping an eye on LifeLock to see what's next for them. And I'll be shredding my documents more carefully, of course.
Last week, Drew McLellan commented on his blog about the bravery of the marketing campaign in which Todd Davis boldly displays his own social security number on billboards, TV spots and the like as if daring the identity thieves to come and get him. I agreed! Talk about putting your money (and your credit and your private information) where your mouth is.
So what does this mean for Davis and LifeLock now? Have they lost brand equity because their very own CEO has been victimized?
I don't think so. Why? Because Davis came out and addressed the issue, point blank. He admitted that many people had attempted to use his information without success. And he insists that the damage would have been far worse had LifeLock not been protecting his identity.
I know that's probably a little happy-hearted, thinking that just because he talks about it, everything is ok. But the question is, was it really a failure of the company to fulfill its brand promise, or did Davis open the floodgates for people to attack him more vigorously, just like a Double Dog Dare?
Guess I'll be keeping an eye on LifeLock to see what's next for them. And I'll be shredding my documents more carefully, of course.
22 May 2008
One Of These Clients is Not Like The Other
No one likes to be generalized. Lumped into a pile. Labeled. Assumed to be just like anyone else. And clients and customers are no different.
Sure, we may share certain tastes, values, opinions. But we're individuals and prefer to be treated that way.
Take the case of a woman we'll call Amy. She's a super talented friend of mine in the marketing world, and she's on the Big Job Hunt for a sparkly new position that will really let her show her stuff. So she's doing all the right things - networking, using her professional organization contacts, and she even met with a recruiter who sought her out. Which is where the trouble began.
Right off the bat, she's a senior level person and this firm is accustomed to a great deal of freelancers coming through their doors. They sent her a 14 page "application" to fill out, full of standard HIRE paperwork like tax forms and employment agreements (as would be appropriate for a freelancer, I assume). She hadn't even set foot through the door yet. The form email she got about her interview was clearly geared toward freelancers, didn't even have her name on it, and was chock full of information that didn't apply to her.
So before she's even met anyone, she's been made to feel like a number on a list. She asked questions like "did they even read my resume?" and "do they have any idea what I'm looking for in a career?". It sure didn't feel like it. At the very least, they could have taken out the verbiage and paperwork that was freelance-specific. But they succeeded in making Amy feel like a dollar sign to them.
We're all busy, and it's easy to give into the temptation of tossing out blanket communications in hopes of reaching many people at once. But while your clients and customers may share affinities for certain products or activities, don't make assumptions, and be careful about how you generalize the information you send out.
An extra five minutes to segment your email list or put a personal note on a direct mail postcard might be the difference between making that client or customer feel like a valued and understood member of your larger community or making them feel like a number on your mailing list.
Sure, we may share certain tastes, values, opinions. But we're individuals and prefer to be treated that way.
Take the case of a woman we'll call Amy. She's a super talented friend of mine in the marketing world, and she's on the Big Job Hunt for a sparkly new position that will really let her show her stuff. So she's doing all the right things - networking, using her professional organization contacts, and she even met with a recruiter who sought her out. Which is where the trouble began.
Right off the bat, she's a senior level person and this firm is accustomed to a great deal of freelancers coming through their doors. They sent her a 14 page "application" to fill out, full of standard HIRE paperwork like tax forms and employment agreements (as would be appropriate for a freelancer, I assume). She hadn't even set foot through the door yet. The form email she got about her interview was clearly geared toward freelancers, didn't even have her name on it, and was chock full of information that didn't apply to her.
So before she's even met anyone, she's been made to feel like a number on a list. She asked questions like "did they even read my resume?" and "do they have any idea what I'm looking for in a career?". It sure didn't feel like it. At the very least, they could have taken out the verbiage and paperwork that was freelance-specific. But they succeeded in making Amy feel like a dollar sign to them.
We're all busy, and it's easy to give into the temptation of tossing out blanket communications in hopes of reaching many people at once. But while your clients and customers may share affinities for certain products or activities, don't make assumptions, and be careful about how you generalize the information you send out.
An extra five minutes to segment your email list or put a personal note on a direct mail postcard might be the difference between making that client or customer feel like a valued and understood member of your larger community or making them feel like a number on your mailing list.
21 May 2008
Knowledge is portable.
If you don't read Seth Godin's blog already, first I'm going to hang tight while you go there and bookmark or feedburn or otherwise connect to it.
Done? Ok good.
Seth says a couple of things today that made me go YES! loudly, in my office, to the confusion of Riley, my dog.
#1) Knowledge workers should not have to go to the office every day. I've long been amazed that we marketing -PR-creative type people are "required" to be in an office for a corporate job where we add little value to our surrounding environment in a typical day because we're in a) unnecessary meetings or b) buried behind a phone or computer screen. I can say personally that I have the most productive work sessions when I'm around other people actually - gasp - producing, or when I'm in an environment of my choice that stimulates creativity. I'm oddly productive at the library. But that's another story for another day.
#2) Knowledge between experts is better shared than kept as some holiest of holy secrets. Look. People who hire me know that I'm one of many people that can do what I do. I make no mistake about that. What people love about working with me is completely different for everyone. And THAT is what keeps them coming back, not the illusion that I harbor some secret holy grail of knowledge that has never before been seen on the face of the planet. Silly, silly. It's why Seth has no problem posting about other great marketing minds, or sharing links to other people's brilliance. Me either. Share and share alike, and we shall all be the better for it!
Done? Ok good.
Seth says a couple of things today that made me go YES! loudly, in my office, to the confusion of Riley, my dog.
#1) Knowledge workers should not have to go to the office every day. I've long been amazed that we marketing -PR-creative type people are "required" to be in an office for a corporate job where we add little value to our surrounding environment in a typical day because we're in a) unnecessary meetings or b) buried behind a phone or computer screen. I can say personally that I have the most productive work sessions when I'm around other people actually - gasp - producing, or when I'm in an environment of my choice that stimulates creativity. I'm oddly productive at the library. But that's another story for another day.
#2) Knowledge between experts is better shared than kept as some holiest of holy secrets. Look. People who hire me know that I'm one of many people that can do what I do. I make no mistake about that. What people love about working with me is completely different for everyone. And THAT is what keeps them coming back, not the illusion that I harbor some secret holy grail of knowledge that has never before been seen on the face of the planet. Silly, silly. It's why Seth has no problem posting about other great marketing minds, or sharing links to other people's brilliance. Me either. Share and share alike, and we shall all be the better for it!
Communication is Key
Recession or no, don't make the mistake of thinking that an economic downturn means that you should put the brakes on everything you do that's considered "marketing".
Marketing is sometimes construed as a dirty word. So let's clean it up and consider the most basic of all marketing principles - communication.
Every business feels the symptoms of economic strife a little differently. In my neck of the words, for instance, clients are super focused on targeted, economic methods of communication. Which is a beautiful thing, because that's what we advocate anyway. But there are also those people who say "Amber, I'm halting all marketing spending right now." Yikes.
Especially for growing businesses and non profit organizations, there's a lot of noise in the market on a GOOD day. When it's a dog-eat-dog environment where every last customer or donor or volunteer is a gem (they should be anyway, but that's another post), I think the worst mistake you can make is to stop communicating.
Marketing, done well, is a dialogue. It's an ongoing communication with your clients and those you wish to be, and you need to be talking to be heard. In fact, when the frantic sales cycle is cautious and slowed, it can be an incredible time to spend developing those relationships with your customers and reminding them of how you're there to help them, serve them, provide them with a valuable product or service. Now is not the time for the hard sell - it's the time to have a conversation and be great at the most important part of all - listening.
And the bonus? Great dialogue with your customers doesn't have to be expensive. Pick up the phone. Launch a blog. Send out a handful of handwritten notes.
How can you spend a few minutes building relationships with your customers and clients so that when the sales cycle picks up pace, you'll be top of mind?
16 May 2008
Over Deliver.
How many times have you heard these words when talking about customer service or the work you do for your clients? Do you do it? Really?
Nordstrom has legendary customer service, and I am never disappointed. Personal attention, and the unrelenting drive to have me leave a happy customer. And I do. Even when the alterations done on a suit I bought were not quite right, my frustration quickly dissolved when a quick phone call promised that they'd do it again and fix it, with lightning speed.
One of the very best things you can do for your product or service, and your brand, is to deliver on promises. All of them. Meet deadlines. Return phone calls. Answer questions or offer to find the answers when you don't have them. And of course, exceed their expectations with whatever you deliver to them.
If you're not sure whether you're delivering on your promises, the best and most effective way to find out is to ask them!
One of Altitude's 60 Minute Marketing tips is to do a quick survey of your customers to connect with them and ask their thoughts. There are so many great tools out there now that make creating a simple online survey a breeze - we like Survey Monkey because it's super simple and straightforward. Not up for sending out an email survey? No worries. Go low tech and just pick up the phone and call some of your customers. Send them a note.
Most important, no matter what else you ask them, borrow a page from the Net Promoter Score methodology and include the question "Would you recommend us to your friends, and why or why not?" That answer will tell you how well you're delivering on the promises you make - even unwittingly - to your customers. And you might be surprised at what you learn.
Lastly, make sure that you DO something with the information you glean. It's not enough to just ask the question and walk away. The best thing you can do for your business and your customers is to address any of the shortcomings you might learn about. Your customers will know you're listening to them, and the value of your brand in their mind increases.
What are you doing today to over deliver on your promises to your customers?
Nordstrom has legendary customer service, and I am never disappointed. Personal attention, and the unrelenting drive to have me leave a happy customer. And I do. Even when the alterations done on a suit I bought were not quite right, my frustration quickly dissolved when a quick phone call promised that they'd do it again and fix it, with lightning speed.
One of the very best things you can do for your product or service, and your brand, is to deliver on promises. All of them. Meet deadlines. Return phone calls. Answer questions or offer to find the answers when you don't have them. And of course, exceed their expectations with whatever you deliver to them.
If you're not sure whether you're delivering on your promises, the best and most effective way to find out is to ask them!
One of Altitude's 60 Minute Marketing tips is to do a quick survey of your customers to connect with them and ask their thoughts. There are so many great tools out there now that make creating a simple online survey a breeze - we like Survey Monkey because it's super simple and straightforward. Not up for sending out an email survey? No worries. Go low tech and just pick up the phone and call some of your customers. Send them a note.
Most important, no matter what else you ask them, borrow a page from the Net Promoter Score methodology and include the question "Would you recommend us to your friends, and why or why not?" That answer will tell you how well you're delivering on the promises you make - even unwittingly - to your customers. And you might be surprised at what you learn.
Lastly, make sure that you DO something with the information you glean. It's not enough to just ask the question and walk away. The best thing you can do for your business and your customers is to address any of the shortcomings you might learn about. Your customers will know you're listening to them, and the value of your brand in their mind increases.
What are you doing today to over deliver on your promises to your customers?
Subscribe to:
Posts (Atom)
23 May 2008
Hacked! LifeLock's CEO Gets Unlocked, After All.
Today, the LifeLock CEO was on the Today Show talking about how he got himself hacked by identity thieves - the very thing his company is in business to prevent.
Last week, Drew McLellan commented on his blog about the bravery of the marketing campaign in which Todd Davis boldly displays his own social security number on billboards, TV spots and the like as if daring the identity thieves to come and get him. I agreed! Talk about putting your money (and your credit and your private information) where your mouth is.
So what does this mean for Davis and LifeLock now? Have they lost brand equity because their very own CEO has been victimized?
I don't think so. Why? Because Davis came out and addressed the issue, point blank. He admitted that many people had attempted to use his information without success. And he insists that the damage would have been far worse had LifeLock not been protecting his identity.
I know that's probably a little happy-hearted, thinking that just because he talks about it, everything is ok. But the question is, was it really a failure of the company to fulfill its brand promise, or did Davis open the floodgates for people to attack him more vigorously, just like a Double Dog Dare?
Guess I'll be keeping an eye on LifeLock to see what's next for them. And I'll be shredding my documents more carefully, of course.
Last week, Drew McLellan commented on his blog about the bravery of the marketing campaign in which Todd Davis boldly displays his own social security number on billboards, TV spots and the like as if daring the identity thieves to come and get him. I agreed! Talk about putting your money (and your credit and your private information) where your mouth is.
So what does this mean for Davis and LifeLock now? Have they lost brand equity because their very own CEO has been victimized?
I don't think so. Why? Because Davis came out and addressed the issue, point blank. He admitted that many people had attempted to use his information without success. And he insists that the damage would have been far worse had LifeLock not been protecting his identity.
I know that's probably a little happy-hearted, thinking that just because he talks about it, everything is ok. But the question is, was it really a failure of the company to fulfill its brand promise, or did Davis open the floodgates for people to attack him more vigorously, just like a Double Dog Dare?
Guess I'll be keeping an eye on LifeLock to see what's next for them. And I'll be shredding my documents more carefully, of course.
22 May 2008
One Of These Clients is Not Like The Other
No one likes to be generalized. Lumped into a pile. Labeled. Assumed to be just like anyone else. And clients and customers are no different.
Sure, we may share certain tastes, values, opinions. But we're individuals and prefer to be treated that way.
Take the case of a woman we'll call Amy. She's a super talented friend of mine in the marketing world, and she's on the Big Job Hunt for a sparkly new position that will really let her show her stuff. So she's doing all the right things - networking, using her professional organization contacts, and she even met with a recruiter who sought her out. Which is where the trouble began.
Right off the bat, she's a senior level person and this firm is accustomed to a great deal of freelancers coming through their doors. They sent her a 14 page "application" to fill out, full of standard HIRE paperwork like tax forms and employment agreements (as would be appropriate for a freelancer, I assume). She hadn't even set foot through the door yet. The form email she got about her interview was clearly geared toward freelancers, didn't even have her name on it, and was chock full of information that didn't apply to her.
So before she's even met anyone, she's been made to feel like a number on a list. She asked questions like "did they even read my resume?" and "do they have any idea what I'm looking for in a career?". It sure didn't feel like it. At the very least, they could have taken out the verbiage and paperwork that was freelance-specific. But they succeeded in making Amy feel like a dollar sign to them.
We're all busy, and it's easy to give into the temptation of tossing out blanket communications in hopes of reaching many people at once. But while your clients and customers may share affinities for certain products or activities, don't make assumptions, and be careful about how you generalize the information you send out.
An extra five minutes to segment your email list or put a personal note on a direct mail postcard might be the difference between making that client or customer feel like a valued and understood member of your larger community or making them feel like a number on your mailing list.
Sure, we may share certain tastes, values, opinions. But we're individuals and prefer to be treated that way.
Take the case of a woman we'll call Amy. She's a super talented friend of mine in the marketing world, and she's on the Big Job Hunt for a sparkly new position that will really let her show her stuff. So she's doing all the right things - networking, using her professional organization contacts, and she even met with a recruiter who sought her out. Which is where the trouble began.
Right off the bat, she's a senior level person and this firm is accustomed to a great deal of freelancers coming through their doors. They sent her a 14 page "application" to fill out, full of standard HIRE paperwork like tax forms and employment agreements (as would be appropriate for a freelancer, I assume). She hadn't even set foot through the door yet. The form email she got about her interview was clearly geared toward freelancers, didn't even have her name on it, and was chock full of information that didn't apply to her.
So before she's even met anyone, she's been made to feel like a number on a list. She asked questions like "did they even read my resume?" and "do they have any idea what I'm looking for in a career?". It sure didn't feel like it. At the very least, they could have taken out the verbiage and paperwork that was freelance-specific. But they succeeded in making Amy feel like a dollar sign to them.
We're all busy, and it's easy to give into the temptation of tossing out blanket communications in hopes of reaching many people at once. But while your clients and customers may share affinities for certain products or activities, don't make assumptions, and be careful about how you generalize the information you send out.
An extra five minutes to segment your email list or put a personal note on a direct mail postcard might be the difference between making that client or customer feel like a valued and understood member of your larger community or making them feel like a number on your mailing list.
21 May 2008
Knowledge is portable.
If you don't read Seth Godin's blog already, first I'm going to hang tight while you go there and bookmark or feedburn or otherwise connect to it.
Done? Ok good.
Seth says a couple of things today that made me go YES! loudly, in my office, to the confusion of Riley, my dog.
#1) Knowledge workers should not have to go to the office every day. I've long been amazed that we marketing -PR-creative type people are "required" to be in an office for a corporate job where we add little value to our surrounding environment in a typical day because we're in a) unnecessary meetings or b) buried behind a phone or computer screen. I can say personally that I have the most productive work sessions when I'm around other people actually - gasp - producing, or when I'm in an environment of my choice that stimulates creativity. I'm oddly productive at the library. But that's another story for another day.
#2) Knowledge between experts is better shared than kept as some holiest of holy secrets. Look. People who hire me know that I'm one of many people that can do what I do. I make no mistake about that. What people love about working with me is completely different for everyone. And THAT is what keeps them coming back, not the illusion that I harbor some secret holy grail of knowledge that has never before been seen on the face of the planet. Silly, silly. It's why Seth has no problem posting about other great marketing minds, or sharing links to other people's brilliance. Me either. Share and share alike, and we shall all be the better for it!
Done? Ok good.
Seth says a couple of things today that made me go YES! loudly, in my office, to the confusion of Riley, my dog.
#1) Knowledge workers should not have to go to the office every day. I've long been amazed that we marketing -PR-creative type people are "required" to be in an office for a corporate job where we add little value to our surrounding environment in a typical day because we're in a) unnecessary meetings or b) buried behind a phone or computer screen. I can say personally that I have the most productive work sessions when I'm around other people actually - gasp - producing, or when I'm in an environment of my choice that stimulates creativity. I'm oddly productive at the library. But that's another story for another day.
#2) Knowledge between experts is better shared than kept as some holiest of holy secrets. Look. People who hire me know that I'm one of many people that can do what I do. I make no mistake about that. What people love about working with me is completely different for everyone. And THAT is what keeps them coming back, not the illusion that I harbor some secret holy grail of knowledge that has never before been seen on the face of the planet. Silly, silly. It's why Seth has no problem posting about other great marketing minds, or sharing links to other people's brilliance. Me either. Share and share alike, and we shall all be the better for it!
Communication is Key
Recession or no, don't make the mistake of thinking that an economic downturn means that you should put the brakes on everything you do that's considered "marketing".
Marketing is sometimes construed as a dirty word. So let's clean it up and consider the most basic of all marketing principles - communication.
Every business feels the symptoms of economic strife a little differently. In my neck of the words, for instance, clients are super focused on targeted, economic methods of communication. Which is a beautiful thing, because that's what we advocate anyway. But there are also those people who say "Amber, I'm halting all marketing spending right now." Yikes.
Especially for growing businesses and non profit organizations, there's a lot of noise in the market on a GOOD day. When it's a dog-eat-dog environment where every last customer or donor or volunteer is a gem (they should be anyway, but that's another post), I think the worst mistake you can make is to stop communicating.
Marketing, done well, is a dialogue. It's an ongoing communication with your clients and those you wish to be, and you need to be talking to be heard. In fact, when the frantic sales cycle is cautious and slowed, it can be an incredible time to spend developing those relationships with your customers and reminding them of how you're there to help them, serve them, provide them with a valuable product or service. Now is not the time for the hard sell - it's the time to have a conversation and be great at the most important part of all - listening.
And the bonus? Great dialogue with your customers doesn't have to be expensive. Pick up the phone. Launch a blog. Send out a handful of handwritten notes.
How can you spend a few minutes building relationships with your customers and clients so that when the sales cycle picks up pace, you'll be top of mind?
16 May 2008
Over Deliver.
How many times have you heard these words when talking about customer service or the work you do for your clients? Do you do it? Really?
Nordstrom has legendary customer service, and I am never disappointed. Personal attention, and the unrelenting drive to have me leave a happy customer. And I do. Even when the alterations done on a suit I bought were not quite right, my frustration quickly dissolved when a quick phone call promised that they'd do it again and fix it, with lightning speed.
One of the very best things you can do for your product or service, and your brand, is to deliver on promises. All of them. Meet deadlines. Return phone calls. Answer questions or offer to find the answers when you don't have them. And of course, exceed their expectations with whatever you deliver to them.
If you're not sure whether you're delivering on your promises, the best and most effective way to find out is to ask them!
One of Altitude's 60 Minute Marketing tips is to do a quick survey of your customers to connect with them and ask their thoughts. There are so many great tools out there now that make creating a simple online survey a breeze - we like Survey Monkey because it's super simple and straightforward. Not up for sending out an email survey? No worries. Go low tech and just pick up the phone and call some of your customers. Send them a note.
Most important, no matter what else you ask them, borrow a page from the Net Promoter Score methodology and include the question "Would you recommend us to your friends, and why or why not?" That answer will tell you how well you're delivering on the promises you make - even unwittingly - to your customers. And you might be surprised at what you learn.
Lastly, make sure that you DO something with the information you glean. It's not enough to just ask the question and walk away. The best thing you can do for your business and your customers is to address any of the shortcomings you might learn about. Your customers will know you're listening to them, and the value of your brand in their mind increases.
What are you doing today to over deliver on your promises to your customers?
Nordstrom has legendary customer service, and I am never disappointed. Personal attention, and the unrelenting drive to have me leave a happy customer. And I do. Even when the alterations done on a suit I bought were not quite right, my frustration quickly dissolved when a quick phone call promised that they'd do it again and fix it, with lightning speed.
One of the very best things you can do for your product or service, and your brand, is to deliver on promises. All of them. Meet deadlines. Return phone calls. Answer questions or offer to find the answers when you don't have them. And of course, exceed their expectations with whatever you deliver to them.
If you're not sure whether you're delivering on your promises, the best and most effective way to find out is to ask them!
One of Altitude's 60 Minute Marketing tips is to do a quick survey of your customers to connect with them and ask their thoughts. There are so many great tools out there now that make creating a simple online survey a breeze - we like Survey Monkey because it's super simple and straightforward. Not up for sending out an email survey? No worries. Go low tech and just pick up the phone and call some of your customers. Send them a note.
Most important, no matter what else you ask them, borrow a page from the Net Promoter Score methodology and include the question "Would you recommend us to your friends, and why or why not?" That answer will tell you how well you're delivering on the promises you make - even unwittingly - to your customers. And you might be surprised at what you learn.
Lastly, make sure that you DO something with the information you glean. It's not enough to just ask the question and walk away. The best thing you can do for your business and your customers is to address any of the shortcomings you might learn about. Your customers will know you're listening to them, and the value of your brand in their mind increases.
What are you doing today to over deliver on your promises to your customers?
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