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Real change in tempo of marketing communications #li
When I started off in the advertising world, we spent months developing campaigns. Now marketing communications is more about responding to signals. Only Dead Fish: Slow Fast and Spiky Communication, 2011-Nov, by Neil Perkin A key element of this for me is linked to timing. Shiv mentions that media planning will change as social signals…
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A loyalty marketer asks herself ‘what makes me loyal?’ #li
Over at The Hub, a loyalty marketer observes the brands and loyalty programs that fuel her behavior. While incentives can temporarily increase her purchase frequency, it's the stories that win her heart. She has a suggested process. Discover the brand's journey and why customers should join it. Invest in customer intimacy. Make sure your touchpoints…
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Using Advisory Councils to build customer relationships
When a big-ticket business-to-business company launches a customer advisory council, the top salespeople always compete to get their favorite customer on the council, and also to make sure the council is lavishly entertained. Which is actually a mistake. Most companies have a small subset of customers who have the insight and energy to help guide…
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First post from a smart phone
The internet is down at my home, so I’m learning to post from my new iPhone. Liking the singing pig, I’m amazed that I can post, never mind I’m doing it badly.
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Here’s an idea: don’t exploit your customers. #li
If business is war, the usual victim is the customer. Don't just plan to take their time and money. Think about what you can give them. MENGonline.com: The big idea won't fix your marketing, 2011-Dec-9, by Joe Pulizzi If you have a customer communication challenge, is one big idea going to fix that? Not in the…
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The new cult of customer development #li
I was sad to miss the opportunity to hear Steve Blank present recently, but I was too busy working on "customer development" at MosquitoZone. I'm glad to see his ideas spreading throughout the technology community. Back when I worked with Compaq, 'product development' was where all the cools kids wanted to be. 'Customer development' is…
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Networking toward the top #li
Networking with your peers and networking up the food chain require different rules. Both Sides of the Table: Never ask a busy person to lunch, 2011-Oct-13, by Mark Suster First date, speculative meeting: I always recommend you ask for coffee. And better if it’s at their offices if you’re asking for the meeting. “Hey, can…
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Please do your sharing on purpose. #li
While it's hard to find time to share things in a meaningful way, it's meaningless to do it otherwise. O'Reilly Radar: The End of Social, 2011-Dec-5, by Mike Loukides Automated sharing is giving Facebook a treasure-trove of data, regardless of whether anyone cares. And Facebook will certainly find ways to monetize that data. But the bigger question…
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Joi Ito recommends “learn like a child” – Innovating by the Seat of Our Pants – NYTimes.com #li
I don’t think education is about centralized instruction anymore; rather, it is the process establishing oneself as a node in a broad network of distributed creativity. Neoteny, one of my favorite words, means the retention of childlike attributes in adulthood: idealism, experimentation and wonder. In this new world, not only must we behave more like…
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Networking is the job after the job. #li
Since I have cut back the amount of networking that I do, my attitude is starting to change. I'm starting to see that associations are always trying to capture your energy. Very few of them actually give you a return for your time and money. MENGonline.com: 7 Rules for Effective Networking, 2011-Nov-22, by Peter Helmer…
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