Tag Archives: news

Nice Save, Apple

StopApple’s .mac service changeover to MobileMe was a complete debacle.  The system was down for more or less the day before the iPhone 2.0 launch and for that entire day.  If you rely on your .mac account for your email, like a lot of independent consultants and graphic design professionals, that downtime cost you real money.

I’ve got a .mac account for backup and file exchange purposes, so the downtime was more of an annoyance to me than anything.  I didn’t expect anything from Apple, except an update telling me that everything was stable and an apology.

To my surprise, I got an email apologizing as well as a free month of service.  Smart customer service move by Apple which, like L.L. Bean, knows service.  The cost of providing that extra month of service is ~$0 and should easily pay for itself in forgone churn.

Nice job, Apple.  Email from Apple is after the jump. Continue reading

Marketing Plans or Preparation? There's a Difference.

finest laid plans

You plan for offensive operations, while you prepare to play defense.  You’ll find this concept in both warfare and sports, and it’s applicable in business as well.

I much prefer playing offense, because that’s where you score and generate revenues. A strong business offensive plan also limits the amount of places you’ll need to prepare to play defense, freeing up more resources for–you guessed it–playing more offense.

What’s an example of planning as opposed to preparations in a marketing context?

A great example can be found in the United States Postal Service and the annual postage increases.  If you’re using direct mail as a marketing channel, you can be sure of two things:

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I will never forget

Omaha beachToday is the 64th anniversary of D-Day. I am appalled that none of my daily mainstream media reads (New York Times, Washington Post, USA Today) this morning had anything commemorating the event.

On June 6th, 1944, the brave men of the Western democracies began the liberation of occupied Europe in one of the most audacious and complex military operations the world will ever know. They beat back the forces of evil and tyranny and, through their sacrifices, helped give us the lives of peace and prosperity we enjoy today.

I was born over twenty-three years later, yet I will never forget.

There are countless stories of bravery and leadership, such as that of Brigadier General Theodore Roosevelt Jr., who insisted on arriving in the first wave on the beach to provide morale to the troops. He led men up the beach wearing a knit hat, supported by a cane and brandishing a .45.

Or Brigadier Lord Lovat, who together with his piper Bill Millen led his men into battle armed with bagpipes and a knife. You’d follow men like those into Hell itself.

What does all this have to do with Marketing? Only as a reminder that:

  • Things never go as planned. (So be well-prepared and know your mission cold.)
  • You can’t be too prepared, because of the things that will go wrong.
  • Personal leadership, at all levels, is the key to overcoming chaos.

Today, I’ll remind my children of the importance of this day and begin re-reading Stephen E. Ambrose’s terrific history of D-Day. I’ll also read Ronald Reagan’s famous speech at the 40th anniversary a couple of times.

What will you do?

Creative Commons License photo credit: Zigar

What's the ROI on gold-plated customer service?

L.L. Bean boots.  By redjar, April 24, 2006, Flickr Today’s article is a reminder that customer service, when done correctly, isn’t an expense.  It can be your #1 marketing tool and put a wide moat between your business and your competitors.

L.L. Bean is the standard against which your phone support should be measured.

From their website:

Guaranteed.  You Have Our WordTM.

Our products are guaranteed to give 100% satisfaction in every way.  Return anything purchased from us at any time if it proves otherwise.  We do not want you to have anything from L.L. Bean that is not completely satisfactory.

Unlike a lot of companies, L.L. Bean really lives by their guarantee.

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A tombstone hand and a graveyard mind…

Gretsch guitarOn a brief personal note, I was saddened to hear of the passing of Bo Diddley. It’s hard to imagine how radical he sounded back in the fifties, when most of rock was either speeded-up country or blues, with some Gospel influence.

When you listen to the radio today, it’s amazing how frequently you hear the “shave and a haircut, two bits” Diddley-esque rhythm.

Bo was also one of the pioneers of rock-n-roll who never fully received the financial rewards he so richly deserved.  However, I’m sure that today he has “…a brand new house on the roadside.” Play on, Bo.

Creative Commons License photo credit: Anders Ljungbergdddd

Duran Duran, luck and marketing

Simon LeBonAt one point during my college days I wanted to be an A&R guy for a record label.  My reactions to smoke-filled clubs and early-to-bed habits caused me to rethink that career option.

But music, and the marketing of it, has remained a lifelong interest.

Last night, my wife and I saw Duran Duran at Merriweather Post Pavilion in Columbia, MD.  This was her 11th or 12th time and my 10th time to see the band.

When you go to a Duran Duran show, you know you’re going to see a great performance, an enthusiastic crowd and hit after hit.

What I didn’t expect was a textbook example of creating and maximizing a marketing channel, and an example of how big a part luck plays in everything we do as marketers.

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