I had some conversations with friends about all the products available today, everything from mobile devices, laptops, tablets and video games to credit cards and insurance.
What was interesting is, a lot of people don't truly understand the full utility and features of products/services prior to purchasing and surprisingly even after they purchase.
For me, I still get confused as to how I get points on my credit card or exactly what my co pay is for a doctors visit.
The mother of a good friend of mine also had similar issues. She had a Blackberry, but didn't really know how to use it outside of making phone calls or sending the occasional text message. She wanted to do more with her BB, but just didn't know how.
Whether it be confusing marketing speak, lack of any clear instructions or the fact marketers assume customers understand their products, there seems to be a need to better inform customers.
A good example of how to address this is creating educational videos. To me, videos do a great job of simplifying product benefits and demonstrating the full utility of your product or service. I see this beneficial for both acquiring and even more important, retaining customers.
Some marketers that have gone this route include Google which made a video for Chrome (See my post on 12/21) and this video from Microsoft for Xbox, which has 3.3 million views on YouTube. Both of these focus on acquisition, but could be tweaked for retention.
I really like how it demonstrates everything you can do with the Xbox. It is simple and easy to understand how you can:
Use your body as the controller
Use your own gear
Use facial and voice recognition
Connect and Share
Videos like this could be applied to nearly every product category, and hosted on company websites, or specific product microsites. Although YouTube is still primarily seen as an entertainment destination, that seems to be changing and seeding this on YouTube or creating a channel for your product on YouTube would also be beneficial.
Understanding is essential to purchase and retention. Look for videos to help articulate this.
Monday, January 25, 2010
Wednesday, January 13, 2010
Tasti D Twitter
One of the common themes I have been posting about in my blog is how marketers can effectively use Social Media to add legitimate value to their brand. Here is a good example of how Tasti D Lite has created a Loyalty program that integrates Twitter and FourSquare.
http://www.tastidlite.com/index.php/Home/treatcard.html
I think this does a good job of leveraging social media and providing legitimate value to both the customer and Tasti D Lite. A customer can opt in their Treat card (giving them extra points) and TDL will automatically tweat on their behalf and check them in on Foursquare.
As of now, this is what the message would say: “I just earned 5 TastiRewards points at Tasti D-Lite Columbus Circle, NYC! http://myTasti.com.”
Tasti D Lite is also looking to hear back from customers to evolve the messaging. This shows they are actively listening to their customers and looking for ideas to better enhance the program.
So not only is Tasti D Lite rewarding existing customers, it is also reaching out to everyone following their customer on Twitter. I am sure just a few people that will end up seeing that on a given day and will end up stopping at Tasti D Lite. Not a bad idea! So, I see some real acquisition implications at play!
Another important aspect of Social Media this addresses is accountability. As we move forward,the one aspect that will continue to be questioned regarding the use of Social Media is how you can measure ROI. This will become very important as marketers determine how to allocate their dollars. By registering their Treat card w/ Tasti d Lite they will be able to track their social media effort and put a true dollar amount on their efforts.
Nice Work Tasti D Lite!
http://www.tastidlite.com/index.php/Home/treatcard.html
I think this does a good job of leveraging social media and providing legitimate value to both the customer and Tasti D Lite. A customer can opt in their Treat card (giving them extra points) and TDL will automatically tweat on their behalf and check them in on Foursquare.
As of now, this is what the message would say: “I just earned 5 TastiRewards points at Tasti D-Lite Columbus Circle, NYC! http://myTasti.com.”
Tasti D Lite is also looking to hear back from customers to evolve the messaging. This shows they are actively listening to their customers and looking for ideas to better enhance the program.
So not only is Tasti D Lite rewarding existing customers, it is also reaching out to everyone following their customer on Twitter. I am sure just a few people that will end up seeing that on a given day and will end up stopping at Tasti D Lite. Not a bad idea! So, I see some real acquisition implications at play!
Another important aspect of Social Media this addresses is accountability. As we move forward,the one aspect that will continue to be questioned regarding the use of Social Media is how you can measure ROI. This will become very important as marketers determine how to allocate their dollars. By registering their Treat card w/ Tasti d Lite they will be able to track their social media effort and put a true dollar amount on their efforts.
Nice Work Tasti D Lite!
Tuesday, January 5, 2010
Is your Website Mobile Friendly?
If not, should it be? Do smartphone users make up a good percentage of your customer base? What are your competitors doing? With the growing number of mobile users on the rise, these are questions you should be asking...I know from personal experiences enough marketers aren't doing this. It takes me a long time to find information I want on my blackberry causing great frustration. I have also talked to my iPhone friends, who also spend far too much time zooming in and out to find pertinent information. This translates to a poor customer experience.
The numbers are staggering. US Mobile web usage will reach nearly 100 million unique users a month in 2010 and grow well beyond that in the coming years. Further 50% of campaigns will direct users to a mobile site and 35-40% to a custom mobile application.*
Is your site mobile friendly? Or is there a dedicated app customers can use to assist in the user experience? Though applications are growing by the day, from the looks of things, many sites aren't mobile friendly as you can see from this link. Pretty short list!
http://www.palowireless.com/wap/portals.asp
What you need to do is determine if there is a need for your brand: Understand if and how your site will be used on a mobile device. Will an app suffice? Or do you need a specialized mobile site? Most people will be checking your site for one of the following reasons:
1. Find store locations (where is the closest Gap so I can get a new shirt?)
2. Research Prices (can i get this shirt cheaper someplace else?)
3. Find any discounts (what retailers are providing a discount on a shirt?)
4. Make an actual purchase (if I want, can I just purchase the shirt from my device?)
Here is a good example of a site Ralph Lauren specifically designed for the web:
(check it out on your phone for the full effect)
http://m.ralphlauren.com/default.aspx
There can certainly be uses beyond retail, but I think the point is clear.
Mobile Usage is only going to increase, especially with all the devices available now between Blackberry, iPhone, and Google Android enabled phones; so it is very important you evolve with it and provide your users with a seamless mobile experience!
*source: Millennial Media
The numbers are staggering. US Mobile web usage will reach nearly 100 million unique users a month in 2010 and grow well beyond that in the coming years. Further 50% of campaigns will direct users to a mobile site and 35-40% to a custom mobile application.*
Is your site mobile friendly? Or is there a dedicated app customers can use to assist in the user experience? Though applications are growing by the day, from the looks of things, many sites aren't mobile friendly as you can see from this link. Pretty short list!
http://www.palowireless.com/wap/portals.asp
What you need to do is determine if there is a need for your brand: Understand if and how your site will be used on a mobile device. Will an app suffice? Or do you need a specialized mobile site? Most people will be checking your site for one of the following reasons:
1. Find store locations (where is the closest Gap so I can get a new shirt?)
2. Research Prices (can i get this shirt cheaper someplace else?)
3. Find any discounts (what retailers are providing a discount on a shirt?)
4. Make an actual purchase (if I want, can I just purchase the shirt from my device?)
Here is a good example of a site Ralph Lauren specifically designed for the web:
(check it out on your phone for the full effect)
http://m.ralphlauren.com/default.aspx
There can certainly be uses beyond retail, but I think the point is clear.
Mobile Usage is only going to increase, especially with all the devices available now between Blackberry, iPhone, and Google Android enabled phones; so it is very important you evolve with it and provide your users with a seamless mobile experience!
*source: Millennial Media
Tuesday, December 29, 2009
Does that piece of furniture match?
Will that new dresser fit in my apartment? These are definitely questions I have asked myself before purchasing a new piece of furniture. I can certainly use some assistance in figuring this out and many people can too, as this is recognized as a common barrier to purchase.
This is exactly the problem Ikea has addressed with their latest Augmented Reality mobile app for the German market.
http://www.mobilecommercedaily.com/ikea-uses-augmented-reality-to-launch-ps-furniture-collection/
By downloading the app, it will allow me to see exactly how a piece of furniture looks in my home. I can adjust the piece of furniture in different directions to see where it could potentially fit. By doing this, it eliminates any uncertainty I may have before purchasing furniture. It eliminates the guess work and hassle of potentially buying something that doesn't fit or look right.
As I have mentioned in previous posts, there is a lot of new, exciting technology available, but how practical is it? Is it more of a marketers response to "just do it now" without proper planning or does it provide added value?
It looks as though Ikea took the time to understand their customers and how they can develop an application to assist them. They recognized a key barrier to purchase was whether or not a piece of furniture would fit or look right in a customers home.
This app is an example of technology that addresses customer need and provides an added value to assist the customers purchasing decision.
This is exactly the problem Ikea has addressed with their latest Augmented Reality mobile app for the German market.
http://www.mobilecommercedaily.com/ikea-uses-augmented-reality-to-launch-ps-furniture-collection/
By downloading the app, it will allow me to see exactly how a piece of furniture looks in my home. I can adjust the piece of furniture in different directions to see where it could potentially fit. By doing this, it eliminates any uncertainty I may have before purchasing furniture. It eliminates the guess work and hassle of potentially buying something that doesn't fit or look right.
As I have mentioned in previous posts, there is a lot of new, exciting technology available, but how practical is it? Is it more of a marketers response to "just do it now" without proper planning or does it provide added value?
It looks as though Ikea took the time to understand their customers and how they can develop an application to assist them. They recognized a key barrier to purchase was whether or not a piece of furniture would fit or look right in a customers home.
This app is an example of technology that addresses customer need and provides an added value to assist the customers purchasing decision.
Monday, December 21, 2009
What to look for in 2010
2 more weeks until the new year, and with that here are some of the emerging tactics to look forward to (and continue) in 2010. It should come as no surprise that Social Media, Video, Mobile Marketing and Augmented Reality will be at the top of people's minds. Look for a variety of these tactics to be merged with each other creating a truly integrated experience. Let's take a look at some of these tactics in action, and what we may be able to learn from them.
1. Utilizing video to showcase new product: Google Chrome
I actually watched the "making of" video of this as well, which is very interesting. The objective was to simplify things. Look at the key features of Google Chrome (speed, security, stability etc.) and articulate the benefits.
Customers want to clearly understand the benefits of a product. Plain and simple. What is the product's utility? This video clearly does that, giving the prospective customer a clear idea of what he/she would be getting.
2. Using Augmented Reality to pick a package size for USPS
I think AR can be very beneficial and useful in the future. This is a pretty good example of how USPS allows the user to figure out the correct size of the box for a shipment. But I must first ask, is that a major problem for people who work in that capacity? Do they regularly pick the wrong box prior to a shipment? Maybe that is a pain point, I don't know. Point being, make sure there is a need prior to engaging.
3. Guinness taking to Social Media with Facebook/Google Earth engagement
http://www.bringittolife.tv/index.php
I think this Facebook/Google Earth idea is extremely engaging and visually appealing, however, I will be very curious to see how this plays out. They are building an interactive experience, which certainly will engage users and create a stickiness with the Brand. But which users? New or Existing? Will people want to go through all the steps in order to set this up?
In order for this to work you need to have Google Earth or a plug in. The objective is to create your own world using terrain from real locations and then get their friends to participate using Facebook. The more diverse the planet, the more droplets of water appear ultimately unlocking a pint of Guinness. Over time the user can win a case of beer with the grand prize being a year supply of Guinness.
4. Zipcar's iPhone Mobile App connects customers
http://www.wired.com/autopia/2009/06/zipcar-iphone/http://
Zipcar partnered with Apple to create a very useful and practical application for iPhone users. You can now choose and find a Zipcar on the go via this application. It works with GPS and Google Maps to help you locate the right car for you. My only thought on this (as mentioned in a previous post) is what about the non iPhone users? It is mentioned about 25% of Zipcar users own iPhones. What about everyone else? Maybe I am missing something here, but it seems you can apply some type of mobile applications to more than just 25% of the people.
Summary:
I can't stress enough that in order for any of these tactics to be successful, you must re-evaluate your customers. Understand the segments that make up your target. You then need to monitor them on an ongoing basis so you can evolve with them and provide the appropriate segment with the right approach. Now, with more ways than ever to engage with the customer you need to be more relevant than ever in their eyes. It should go without saying, we need to give the customers what they want, when they want it. We need to listen to them first, understand them, then determine what the best tactic would be for them.
Happy Holidays to everyone!
1. Utilizing video to showcase new product: Google Chrome
I actually watched the "making of" video of this as well, which is very interesting. The objective was to simplify things. Look at the key features of Google Chrome (speed, security, stability etc.) and articulate the benefits.
Customers want to clearly understand the benefits of a product. Plain and simple. What is the product's utility? This video clearly does that, giving the prospective customer a clear idea of what he/she would be getting.
2. Using Augmented Reality to pick a package size for USPS
I think AR can be very beneficial and useful in the future. This is a pretty good example of how USPS allows the user to figure out the correct size of the box for a shipment. But I must first ask, is that a major problem for people who work in that capacity? Do they regularly pick the wrong box prior to a shipment? Maybe that is a pain point, I don't know. Point being, make sure there is a need prior to engaging.
3. Guinness taking to Social Media with Facebook/Google Earth engagement
http://www.bringittolife.tv/index.php
I think this Facebook/Google Earth idea is extremely engaging and visually appealing, however, I will be very curious to see how this plays out. They are building an interactive experience, which certainly will engage users and create a stickiness with the Brand. But which users? New or Existing? Will people want to go through all the steps in order to set this up?
In order for this to work you need to have Google Earth or a plug in. The objective is to create your own world using terrain from real locations and then get their friends to participate using Facebook. The more diverse the planet, the more droplets of water appear ultimately unlocking a pint of Guinness. Over time the user can win a case of beer with the grand prize being a year supply of Guinness.
4. Zipcar's iPhone Mobile App connects customers
http://www.wired.com/autopia/2009/06/zipcar-iphone/http://
Zipcar partnered with Apple to create a very useful and practical application for iPhone users. You can now choose and find a Zipcar on the go via this application. It works with GPS and Google Maps to help you locate the right car for you. My only thought on this (as mentioned in a previous post) is what about the non iPhone users? It is mentioned about 25% of Zipcar users own iPhones. What about everyone else? Maybe I am missing something here, but it seems you can apply some type of mobile applications to more than just 25% of the people.
Summary:
I can't stress enough that in order for any of these tactics to be successful, you must re-evaluate your customers. Understand the segments that make up your target. You then need to monitor them on an ongoing basis so you can evolve with them and provide the appropriate segment with the right approach. Now, with more ways than ever to engage with the customer you need to be more relevant than ever in their eyes. It should go without saying, we need to give the customers what they want, when they want it. We need to listen to them first, understand them, then determine what the best tactic would be for them.
Happy Holidays to everyone!
Wednesday, December 16, 2009
Achieving a Successful Word of Mouth Campaign....
begins with understanding the science behind advocacy and amplification. These are recognized as the key drivers in a successful WOM campaign. But what makes people talk and effectively drive others to buy something?
I was lucky enough to sit in on a webinar delivered by Steve Knox last week. He is the CEO of Tremor the word of mouth marketing division at P&G. He explored the essential psychology involved in creating a successful WOM campaign. Let's explore this foundation.
People want to talk, (it's who we are) and we basically talk for 2 reasons:
1. To reveal a surprising piece of information that will help my friends out
2. To reveal a surprising piece of information that if I tell you will reflect positively on me
OK, seems simple enough, but how do we do this? For the sake of this conversation, I am going to make up a fictitious Airline, Air Saccone. I will use examples related to this to clarify each of the steps.
Step 1:
The first step is to identify the foundational truth about your brand...What does your brand stand for and how is it perceived by everyone? This is something that MUST remain constant in order to achieve success. For Air Saccone, we are a reliable airline in the continental USA. If you're talking about something that is far removed from the foundation of your brand it won't have any credibility and won't gain traction.
Step 2:
Understand the schemas, or mental models of how people perceive your product/service. Basically these are the truths we believe, for instance "flying is a hassle". Extensive research of your target is needed to fully understand the schemas at play for your product/service. These schemas by themselves, aren't talked about by people since they are widely assumed by everyone and not noteworthy.
Step 3:
Interrupt these everyday schemas. Create a DISRUPTION in people's equilibrium and they'll want to talk about it. Create the "unexpected" and achieve advocates.
For Air Saccone, the disruption to "flying is a hassle" may be "They provide your luggage immediately after getting off the plane", there is no need to go to baggage claim. Wow! I know if I flew on an airline that offered that I would tell everyone. Heck, when I realized Jet Blue had TV's in every seat I told everyone. People will speak when they experience the unexpected! Create a Disruption!
Step 4:
Amplification. Spread the word through connectors. Find people with wide and deep social networks. People that like to talk and spread the news that you don't have to wait for your baggage if you fly Air Saccone. Again, this takes extensive research and time to identify these key people. (Keep in mind, it is not always early adopters, connectors are spread throughout the entire product life cycle). Encourage both offline and online discussions. Engage your connectors with your product or service. Pick a few people and give them free airline tickets on Air Saccone. Get them engaged...That way they have a tangible story to tell.
Step 5:
Test! Set up control markets with and without connectors. Monitor the results and react accordingly.
To summarize if executed properly advocacy can be achieved through creating a positive disruption in a persons schema (that relates to the foundational truth of the brand). Amplification, by identifying the right connectors, will help spread your message and get people engaging in your offering.
Implications:
Although made up, I think Air Sacone articulates how the mind works and what makes up a sustainable word of mouth campaign. I realize, this isn't always practical with some products or services, but you can always create a disruption, if not product related, but service related. Look what you can do to change people's perception and get them talking. I feel strongly that people will talk about positive customer experiences. This is in control of most companies. Look within your own company to see what you can do differently. Do something nobody else is doing. Maybe offer free lunch every Tuesday at Bank XYZ or instead of taking a test drive, take the car home for a day...
Word of Mouth is the most trusted source for product trial. Knowing that, doesn't it make sense to take time to understand it.
I was lucky enough to sit in on a webinar delivered by Steve Knox last week. He is the CEO of Tremor the word of mouth marketing division at P&G. He explored the essential psychology involved in creating a successful WOM campaign. Let's explore this foundation.
People want to talk, (it's who we are) and we basically talk for 2 reasons:
1. To reveal a surprising piece of information that will help my friends out
2. To reveal a surprising piece of information that if I tell you will reflect positively on me
OK, seems simple enough, but how do we do this? For the sake of this conversation, I am going to make up a fictitious Airline, Air Saccone. I will use examples related to this to clarify each of the steps.
Step 1:
The first step is to identify the foundational truth about your brand...What does your brand stand for and how is it perceived by everyone? This is something that MUST remain constant in order to achieve success. For Air Saccone, we are a reliable airline in the continental USA. If you're talking about something that is far removed from the foundation of your brand it won't have any credibility and won't gain traction.
Step 2:
Understand the schemas, or mental models of how people perceive your product/service. Basically these are the truths we believe, for instance "flying is a hassle". Extensive research of your target is needed to fully understand the schemas at play for your product/service. These schemas by themselves, aren't talked about by people since they are widely assumed by everyone and not noteworthy.
Step 3:
Interrupt these everyday schemas. Create a DISRUPTION in people's equilibrium and they'll want to talk about it. Create the "unexpected" and achieve advocates.
For Air Saccone, the disruption to "flying is a hassle" may be "They provide your luggage immediately after getting off the plane", there is no need to go to baggage claim. Wow! I know if I flew on an airline that offered that I would tell everyone. Heck, when I realized Jet Blue had TV's in every seat I told everyone. People will speak when they experience the unexpected! Create a Disruption!
Step 4:
Amplification. Spread the word through connectors. Find people with wide and deep social networks. People that like to talk and spread the news that you don't have to wait for your baggage if you fly Air Saccone. Again, this takes extensive research and time to identify these key people. (Keep in mind, it is not always early adopters, connectors are spread throughout the entire product life cycle). Encourage both offline and online discussions. Engage your connectors with your product or service. Pick a few people and give them free airline tickets on Air Saccone. Get them engaged...That way they have a tangible story to tell.
Step 5:
Test! Set up control markets with and without connectors. Monitor the results and react accordingly.
To summarize if executed properly advocacy can be achieved through creating a positive disruption in a persons schema (that relates to the foundational truth of the brand). Amplification, by identifying the right connectors, will help spread your message and get people engaging in your offering.
Implications:
Although made up, I think Air Sacone articulates how the mind works and what makes up a sustainable word of mouth campaign. I realize, this isn't always practical with some products or services, but you can always create a disruption, if not product related, but service related. Look what you can do to change people's perception and get them talking. I feel strongly that people will talk about positive customer experiences. This is in control of most companies. Look within your own company to see what you can do differently. Do something nobody else is doing. Maybe offer free lunch every Tuesday at Bank XYZ or instead of taking a test drive, take the car home for a day...
Word of Mouth is the most trusted source for product trial. Knowing that, doesn't it make sense to take time to understand it.
Tuesday, December 15, 2009
Social Media Done Right...
Can effectively be used to your advantage. Social Media has become an extremely powerful way of reaching and interacting with your customer base. Integrating it into your marketing mix can prove highly beneficial...The key word is "integrating" it in. JC Penny has done a good job of this during the holiday season, let's see why.
With the commercials I've seen as well as the FSI I received, the primary call of action drives users to facebook: Become a fan at facebook.com/jcpenney
http://www.facebook.com/jcpenney
There users can then interact with the brand in various ways including of course viewing and purchasing products. They can also see what other users have to say and donate to a giving tree. This creates a positive interactive experience for the customer.
It also allows marketers to gather insights from what people are saying and react...For instance someone was upset they saw an item on sale after they purchased and JCP immediately responded:
JCPenney:
Hi John Doe- We do allow one-time sale price adjustments within 7 days of your purchase with the original sales receipt. The store should take care of the price adjustment for you. Hope this helps!
JCP also tapped into twitter (and hired connected blogger/tweeter SavvyAuntie on cyber monday) to provide daily updates on gift items:
jcpenney
Looking for the perfect gift for your little princess? Check out JCP's Daily Deal at http://bit.ly/Dd1214.
As real time search materializes, utilizing Twitter will become even more important.
JC Penney is accomplishing some very important things here:
1. Driving sales for the holiday season
2. Fostering a communal environment that allows customers to interact with one another
3. Creating an ongoing dialogue with their customers
Utilizing social takes time, planning and commitment not only to create an engaging experience, but to monitor and react appropriately.
Think before you social!
With the commercials I've seen as well as the FSI I received, the primary call of action drives users to facebook: Become a fan at facebook.com/jcpenney
http://www.facebook.com/jcpenney
There users can then interact with the brand in various ways including of course viewing and purchasing products. They can also see what other users have to say and donate to a giving tree. This creates a positive interactive experience for the customer.
It also allows marketers to gather insights from what people are saying and react...For instance someone was upset they saw an item on sale after they purchased and JCP immediately responded:
JCPenney:
Hi John Doe- We do allow one-time sale price adjustments within 7 days of your purchase with the original sales receipt. The store should take care of the price adjustment for you. Hope this helps!
JCP also tapped into twitter (and hired connected blogger/tweeter SavvyAuntie on cyber monday) to provide daily updates on gift items:
jcpenney
Looking for the perfect gift for your little princess? Check out JCP's Daily Deal at http://bit.ly/Dd1214.
As real time search materializes, utilizing Twitter will become even more important.
JC Penney is accomplishing some very important things here:
1. Driving sales for the holiday season
2. Fostering a communal environment that allows customers to interact with one another
3. Creating an ongoing dialogue with their customers
Utilizing social takes time, planning and commitment not only to create an engaging experience, but to monitor and react appropriately.
Think before you social!
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