By Mark on Aug 12, 2008 in Branding, CRM, Offer, Process, customer service | 1 Comment
I've written about good customer service in the past, highlighting my excellent experience with L.L. Bean. I've postulated that quality customer service is actually free, because the incremental sales more than make up for "excessive" talk time and refunds/credits granted by your customer service representatives.
Here's a trivially-observed example of what lousy customer service will cost you. In this example, from Verizon, it's a minimum of $100.
By Mark on Aug 11, 2008 in Branding, Featured, Marketing, Strategy | 0 Comments
On Saturday, I attended Audi's complimentary two hour session at Summit Point racetrack in West Virginia, as the the result of an invitation I received as a current Audi owner. I thought it would be a great way to spend a few hours on the weekend and get a ride in the 2009 A4.
Instead, I experienced a great example of experiential marketing and even witnessed a prospective Audi customer turn into a likely purchaser.
By Mark on Jul 15, 2008 in Advertising, Analytics, Branding, Direct Marketing, Featured, Marketing, Offer, Process, Social Media, Strategy, Viral Marketing | 1 Comment
"Warning: Habits May Be Good for You" explores how an anthropologist turned to marketing experts from CPG companies like Procter & Gamble to help increase the incidence of hand-washing with soap after using the toilet in the nation of Ghana to improve the health of children. Obviously, this was an important effort and I was encouraged to see marketing practitioners as instrumental in helping achieve success in this endeavor.
As I was reading the article, it struck me that many of the techniques used are found in Robert B. Cialdini's classic Influence: The Psychology of Persuasion. I'd lent out my copy a few years ago and, thankfully, had to buy a new version which includes an epilogue written by Dr. Cialdini in 2007. My re-re which triggered my thoughts on social media.
By Mark on May 8, 2008 in Branding, Commentary, Strategy | 0 Comments
Good marketing isn't about chasing after the corner case--that last possible customer who might be buying from you, but who isn't.
Overruling the veto vote to extend the reach of your brand often backfires.
Think of Starbucks and how they added breakfast sandwiches to the menu. It gave the customer who was considering a breakfast sandwich [...]
