Andrea Learned describes how Intuit hired an editor from People Magazine to reinvent their terms for QuickBooks. The back of your shampoo bottle suggests the process: Wash, Rinse, Repeat. And, they most importantly, they get the attention of senior management. There is a heart in your business. One of the speakers was an Emergency Management Consultant who spoke about risk assessment and mediation.
Therefore any marketing message must cut through the first brain to be considered for the intellect to take action.
Before they actually read, hear or watch your message, customers have determined their feeling about it. Can you add a message onto your voicemail?
Will customers view the marketing activity as being clever, original, genuine, and authentic?
Andy presents a clear case to present to any CEO or CMO on why they should think differently about their marketing. This post covers a strategy that creates word of mouth and loyalty but may lack empirical justification: The Unexpected Touch. He had some interesting comments about actual risks.
The bullseye approach is for marketing costs to scale.
In other words, it must be trusted to be persuasive. For a sales process, you might measure the impact of optimizing how you execute the sales call process, improving each step of the process: Making.
Hit the bulls eye by writing in the language of the customer.
The CFO may look at marketing as an expense. The sales leader insists a certain strategy is required to close sales A meeting created momentum for an idea, which came out of nowhere.
He wants efficiency and lower costs.
Optimize each step and the process to reduce effort to achieve each step. Can Starbucks expertly deliver on all the promises made to customers in the proposed activity?
Andrea Learned describes how Intuit hired an editor from People Magazine to reinvent their terms for QuickBooks. Treat people well; they will do your marketing for you, for free. I wondered if the person managing the gumball machines was the same person distributing the coupons that sat on top. The reason the unexpected touch works is because neither you nor I can think of an answer! How about Design of Experiments with Full Factorials!
Hit the bulls eye by writing in the language of the customer.
That seems to be difficult for most organizaitons.
His writing style is very easy to read and follow. They give something for people to put on their resume. In a world of limited resources, you should leverage and maximize existing marketing working capital to carry your messages. What words do they use when they email or IM friends, and so on?