VisualSnare

Keeping things fresh

(photo cred Chris on Flikr)

I wonder how long the hot marketing tactics today will remain effective?

If they expire, what's next?

I was watching Guy yesterday in his keynote speech about the "Art of Innovation" (apparently I'm way behind) and really got into one of his points that he makes that true innovators don't just look towards tomorrow, they "jump curves" and accelerate past status quo towards a hypothesized future.

The same holds true with marketing. It's easier to just tackle the current marketing situation than jump forward and see what the future might hold. True, you might be wrong, but the steps you take to make that leap might just lead to the innovations you need today.

One example of this is kluster, which combines open-source thinking and social media connectivity into an incredible business resource (or creator!). Is this tomorrow's outlet for creative business ideas? Will it succeed? Who knows, but I love that they state that it's just a beta-test. That it will evolve and change and be refined over time to fit the needs of the users and the demands of the customers (idea-seeking companies).

This all comes back to the point that you can't be an industry (or local market) leader by just keeping up. At some point you're actually going to have to lead. Whether that's in the way you treat your customers, or the products you offer, you'll need to step beyond where the competition is at and towards where you think it (or you) will go in the future. You gotta keep it fresh. -Reed

Wow me [or you]

Otherwise, I'll just go down the street to the next business that will.

With so many competitors, when a customer walks in your door, reward them. Wow them with what you offer, how you offer it and what you do to support it. 

I walked into my local board shop this weekend in hopes of buying a new wakeboard setup. This is a big purchase for me, and so I had done a little research. I liked the idea of buying local so that if I had any problems I could bring it back. Also, I thought it'd be good because they might have some good advice.

I walked in (it's only about 20'x10' as it's right by the water) and sat there for 5 minutes until someone finally came over to help me out. Then, when I asked about a new board out just this year, the representative was clueless. This alone took away one of the key reasons I walked through the doors. Next, he told me that I could try out the product, but there would be a large, non-refundable fee attached to the demo (even though I would using their board made for demos).

I left shortly after boardless and fed-up. This boardshop is barely making it, and you can tell why. It's sad to see business' not being proactive about creating good experiences for their customers. If they did that, they would of had one more this weekend (and, I would have recommended it, for free, to my friends who are also looking to buy). -Reed

Experience vs. objectivity

What matters more in the modern office?

A long list of recent relevant jobs, big titles, and expensive projects -or- the simple, but not easy to master, ability to be objective in the face of daunting problems?

I'm starting to think objectivity. And, here's why; companies need an employee that when faced with a new problem can sit back, get some perspective and attack the problem from a creative and innovative angle.

With markets rapidly changing everyday, you just can't solve problems the same way you did the last time (or like you did at the last job you had). The solutions need to be dynamic, not static. Evolutions of the climate that created them, not a re-application of a tried standard.

The problem is, how can you prove this to companies in the application process? How can you let them know that in the heat of battle, you'll be calm, cool and collected? That, even though you don't have a lot of years under your belt, you are still what they need?

I'd love to hear your thoughts on this. How have you tried to stand out in your application process? Or, better yet, once you've been hired? -Reed

"Marketing Tips"

I'm tired of hearing "tips" on how to be a better marketer and designer.

I just received a mass-sent newsletter from a marketing company that was excited to teach me about a new method of reaching my (or my clients) customers. It's called Engagement.

Maybe they think I've had my head underground for the past year, but this isn't anything groundbreaking. Regardless, here's their definition of the term:

"Engagement is defined as user-advertiser interaction. Examples include commenting, sharing on a social network, playing a video, even clicking on a banner"

First off if the only kind of engagement you're getting is someone clicking on a banner then you better have a marketing plan B. That's like saying that you engaged someone with your brand by simply having them look at your logo for more than a second. Sure, you've stolen their attention for more than the average amount of time, but have you actually motivated any higher thought our provoked any further conversation? No.

Don't get me wrong, it's important to stay in the know and figure out new, exciting ways of reaching your customers. But, don't take something that is just a trend as being the end all marketing technique for your business.

Instead, be introspective.

Take the time to realize where you are missing out with your customers. Tom Asacker has a great thought piece on this that he calls the "Yin" and "Yang" of marketing. [side note: while you're there, go ahead and read the others... they're worth your time] But, it basically talks about how to find balance between two marketing styles: pushing a brand/product's usability vs. personality.

Once you find this balance, you won't have any need for marketing buzz words like "engagement"... because they'll already be happening. And, your customers will be doing a lot more than just clicking on your flashing banner (seriously don't do that). -Reed

Recession = shift in spending?

Garret was onto something with his last post.

The markets all around us are ever changing, and if you don't stick with them, you'll get left behind. Your offering, although it could be incredibly successful right now, can lose it's pole position in seconds.

Take Nalgene's current dilemma with the finding that polycarbonate material, up to now their cash cow in the form of indestructible bottles, could be harmful to humans. Overnight, they've had to go back to the drawing board to figure out a new direction for the company.

Even more interesting was NYT's article that flagged a possible paradigm shift caused by the Recession.  

Here's a quick excerpt from the article:

"Spending data and interviews around the country show that middle- and working-class consumers are starting to switch from name brands to cheaper alternatives, to eat in instead of dining out and to fly at unusual hours to shave dollars off airfares."

Just imagine if this really infiltrates the ranks of American consumers. Marketing dynamics in general will be dramatically altered. Product valuation will no longer be inflated by a brand name... that's cause enough to re-write the marketing books.

How does this affect your business?

Simple. Keep your ear to the ground and your customers closer then ever.

Just from the excerpt above you can start making adjustments by being sensitive to the feelings that inspired the shift. Such as consumers 'feeling' like they can save a few bucks by buying red-eye flights that are actually an inconvenience to them.

A possible solution for Airlines would be to just offer red eye flight prices for non-red eye flight times. Show that you're willing to make a change in the way you offer your products to reflect your customer's buying decision. They might just thank you by buying your product, instead of the generic (or late) one next to it. -Reed

Recognize Paradigm Shifts

Sometimes, It's hard to understand when or why the way we do things actually "change." However, it's critically important to your business to try to anticipate these paradigm changes.

One example: In the past 5 years, services like iTunes and Amazon MP3 have radically changed the way that I obtain music. True, a lot of people still prefer to snag music the "old-fashioned" way, by taking 30 minutes out of their day to go stand in a line at (insert big music retailer here). However, I much prefer the convenience of having something RIGHT NOW. So, when I want music, I go to Amazon.com, type the artist name, click the album, and hit the purchase button. True, I don't get the coverart - but iTunes does that for me. True, I don't get the "full audiophile experience" of a real CD - but, most people (including myself) don't have a system that would really show the difference, nor will I ever. Will I still buy a few CD's? I won't rule it out, sometimes I just like the see the product. However, the first thing I'll do with the new CD is rip it to my computer.

So, when did this paradigm shift for me? Thinking back, it all makes sense - when I changed the way I listened to music. The day I got my first MP3 player (Rio 600), the paradigm started to shift. In a way, the products that we use can often change the way we see/buy other products. Here is where opportunity comes in. If you can anticipate these paradigm shifts, you stand a much better chance of realizing opportunities related to your own products.

--GET READY FOR THE FLIP SIDE--

On the flip, take a look back. Sometimes, paradigm shifts aren't always forward, or easy to understand. One example is the fashion world...I find myself watching 70's television, and not being weirded out by clothing anymore.

Keep your mind open. In the words of Corporal Hicks, from the original Aliens movie, "stay frosty!" -Garret

Meeting (or exceeding) expectations

Apparently, this is the busy season for the Hamptons (from recent article in NYT).

As the New Yorkers start flooding to their summer retreat, they bring not only stress to the county, but also new expectations.

Although this is something that I would imagine has happened every summer, the locals seem to still be shocked by the NYer's added needs. "They're a little more demanding" said one spa owner, "they show up 15 minutes late and expect to be taken care of right away."

I'm sorry, but these store owners need to get with it. Have they considered this is a way of life that is created and cultivated by the culture in NY? That it is reinforced each and every day one lives in such a hustle, bustle city? Where each day is jam-packed with to-dos? And the focus isn't on what time you arrive but IF you arrive?

Obviously not, because if they had, they would have long ago learned to not take these actions as rude or abrasive. Just an extension of the life their customers were leaving a couple hours behind.

So often businesses forget to actually figure out where their customers meet them at. What expectations and feelings they have about the business' brand and how they want to interact with it.

Figure this out and you'll have happier customers... and less summer stress. -Reed

Do we look like the products we use?

Does an iPhone user look different than her Blackberry counterpart? Is Chuck, the die-hard Chevy driver that different than Michael, who drives a VW?

At the risk of sounding superficial, I'd say yes. I'd even say that as you read those questions you were picturing the owner of those products, whether you realized you were doing it or not. Much like this picture, from the theory that dogs often look like their owners, we start reflecting the products that we use and the  experiences we interact with.

As a marketer, the more you know about your customer the easier it is to connect with them. It allows you to relate and talk with them in a way that they're familiar with. This pushes the conversation from just a stranger preaching about a product, to a friend sharing thoughts about a new product.

It's worth the time to sit down and draw a picture of your customers. Think of it as a caricature, not an accurate portrayal. What products do they use to make their life better? Where does your product fit into that picture? And then the most important question, how could it fit better?  -Reed

AT&T passes test... or does it?

How can such a great experience be ruined in seconds? Ask AT&T.

I just set-up a new U-verse cable and internet account with them for my new place. It was easy, understandable, and Tomas the customer service rep was on the ball. I was just about to post about them being a good case-study in actually being human. 

...until I got the automated call early this morning yelling at me to get feedback. All it would have taken was a few more minutes from Tomas or some other rep to just call and say, "Hey Reed, we're trying to make this process super easy for the next customer, do you have any ideas on how we could do this?" I would have loved to share my thoughts.

Amazing how just one wrong move can leave such a bad impression. Seth Godin talked about the importance of the last interaction in some of his posts. We're so focused on making a killer first impression, we've often neglected the last - and it shows. -Reed

Can Starbucks do wrong?

The on-going experience model case study Starbucks has done it again...

This weekend was the annual citywide 5k that blocked every main street of town for a race that brings out everyone from laid-back local runner/walkers to die-hards from Kenya. I missed the sign-up (still pissed) otherwise I would have ran as well, but I still came out to see what was going on.

I was amazed at the sea of white tents at the end of the race. Each with another generic offereing. Basically "Check out our Product 'X'. It does __________." I mean, it doesn't get any easier in terms of figuring out your audience: they were thousands of active individuals who just got done running, walking or watching the race. There was a wide range of ages... but come on, pick one and cater to them!

The only one that stood out? Starbucks, and they didn't even have a tent. Just a normal cheerful person passing out a small coupon. And Starbucks told me this (through the coupon):

"YOU'VE EARNED IT. (And earned it. And earned it) Let us treat you to a drink. Bring this into any San Diego - area Starbucks and ask your barista to customize a drink to fit your lifestyle. You work hard to stay healthy. Starbucks is a one place where you've got lots of easy choices to keep it that way."

They got it. They understood that there were tons of runners who center their lives around being active, so they just spoke to them in an honest, friendly way. Making them feel supported and giving them, for free, a way to enrich that lifestyle.  Have you related with your customers lately? Actually showed that you were thinking about them or ways to make their lives better? Try it out... it worked for Starbucks. -Reed