Author Archive
A new Starbucks opened up in my neighborhood this week. This one in a supermarket. The one before that? Just a block away with skimpy parking but a killer drive thru that I find hard to pass by. I cherish my morning “get into gear” coffee and my afternoon “pick me ups”. No matter the location or time of day, I know I can count on Starbucks to deliver a great product with smart service in a highly reliable, familiar way. That’s what great branding is all about. Creating an experience and filling a need in a remarkable, consistent way.
Here’s a quick test. Look at this logo and quickly think of 3 words or feelings it conjures for you:
For me? Reliable, relaxing, pampering. All positive around an experience I like to repeat over and over. I like coffee and I like the coffee Starbucks makes. If, on the other hand, you despise coffee or tea, there’s probably nothing Starbucks can do to change your world view. They’re simply not selling anything you need or want. So in your own marketing for your company, product, or service, focus on being remarkable and memorable to your core target audience. Understand, through research (surveys, focus groups, comment cards) what it is they genuinely want from you and be honest and thoughtful about what commitment you can make to deliver. And to excel. Anyone can do mediocre, but to stand out in the crowd you need to be extraordinary.
I would invite you to look at your own brand and the story you tell your core customers. Is it authentic, reliable, consistent? And is the experience they have with you spectacular? If not, what can you do to make it so.
If you deliver the need in a consistently extraordinary way, the end result is unwavering loyalty. And you’ll have developed brand evangelists who will happily, and without monetary reward, help you spread the word.
Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.
Chip Bell, Founder Chip Bell Group
Is there a company you love telling friends about? We’d love to hear your stories.
Lately I feel like a broken record. I’ve been talking to so many of my clients and friends about an epiphany that seems so obvious and mundane it’s almost embarrassing to share. I stress the almost because if it was that obvious, we’d all be doing it.
My new found mantra? How can I expect different results if I keep doing the same thing?
The simple truth is that to get different, and by implication, better results, we need to do something different. We need to embrace change, mix it up, step outside our comfort box.
I’ve been thinking a lot about how this applies to marketing, both for Eagle and for my clients. Whether you are using traditional marketing like direct mail and print ads or technologies like mobile, social media and email marketing, we all can get a little stale. And, like the vinyl records of old, we wear a groove so deep, it’s hard to skip a beat and change it up. The comfort we feel by the familiar and the resistance we encounter around change, the more we can be assured our results will always be the same.
Take your company’s brand for example. If you’re a business owner, you know your brand can and should be intricately linked to your core values and a reflection of your professional passion. And yet, that’s not always the case. Sometimes we get on autopilot, forget to check in and to reevaluate and reassess. We get head down and caught in the trees, so it’s hard to see the forest.
Our team at Eagle is passionate about helping our clients to see that forest. We advocate for change, not always a revolutionary but almost always evolutionary, in thinking, approach and execution.
For example, how might we integrate their marketing tools with technology so campaigns are more interactive, engaging and memorable? How do we leverage loyalty marketing and referral programs to reward current customers in creative and meaningful ways? How might we refresh and organize a website so user benefit is more front and center and how can that site be better optimized for higher search ranking? And always – ensure that the message is consistent, compelling, concise and in support of those core values and passion where it all started.
Even for a professional marketing agency, this can be a challenge. We at Eagle have been asking ourselves some tough questions and reconnecting with what is our collective passion, what are our core competencies, and what makes us unique. On some topics, there is instant clarity. On others, we get caught in those darn trees.
So we are sharpening our proverbial saw and looking critically at what needs a refresh.
I’ll share a few items on our list and challenge you to reflect on a list of your own.
- How can we use social media more effectively to promote our services?
- How do we evolve our brand to better reflect what we do so well?
- What clients haven’t we approached lately for testimonials?
- How do we market ROI and value added to customers on a regular basis?
- Where are the best opportunities for continuous learning in emerging technologies?
Maybe some on our list resonated with you. If not, maybe they should.
As Thomas Jefferson once said, “If you want something you’ve never had, you must be willing to do something you’ve never done.”
So reflect for a moment back to that old, worn groove in the vinyl record. What are the results you seek? Is it ROI, increased sphere of influence, brand awareness, customer base, or traffic on the web? What is it that you haven’t done? And what are you willing to do to get different results?
I think you’ll agree we could all sing a new tune now and again.
How have you made a change, even a small one, that made a big difference in your business? We look forward to your comments.
First, a personal disclosure. I am a registered Democrat and have almost always voted for Democratic candidates. On November 6th, I will cast my ballot for Barack Obama with support and pride.
As a marketer though, I have a beef with the Obama campaign and thus this blog to vent just a bit.
The Obama campaign has gone overboard in the use of email, mobile marketing and mobile apps to generate donations and support. Overboard to the point of being downright annoying. I wholeheartedly support the candidate and the use of these marketing tools to engage an audience and to build loyalty and momentum. But their tactics teeter on a turnoff.
At first I thought it was cool and savvy the way the Obama folks have been sending out messages that feel personal and intimate and important. So at first I’m thinking, “good going, you guys are smart marketers”. I click, I donate a little here and there. And then… the avalanche of emails begins. And the inbox fills each week with multiple urgent messages about a looming deadline. Really? Come on, I’m smarter than that. I know it’s important but the level of urgency – as demonstrated in these email subject lines – is downright laughable.
- Last call for Dinner with Barack EVER
- 583,282 people named Amy
- I’m asking one last time (dated 9/25 but on 10/22, not one month later, Mr. Obama was asking again)
- Obama Store: ★ Our biggest sale EVER ★ (Is this sale from Macy’s or a presidential campaign?)
And the volume? You may have seen the President on The Daily Show with Jon Stewart recently. During the interview Stewart jokingly asked the President how many new emails he’d have in his inbox by the time the interview was over. I can relate. While writing this blog late one night, I received an email from both Barack and Michelle Obama asking for donations. And a quick search for “Obama” in my delete box turns up over 200 entries from everyone from Obama himself to Bill Clinton to Joe Biden.
Then there are the mobile solicitations. One day, I received a text that said “Show you’ve got the President’s back. Reply with a number and we’ll charge your saved credit card.
I mistakenly thought that meant my phone number so I nearly made a 10-digit donation to the Obama campaign. Try explaining that one to your spouse. Luckily, I caught my error when the auto-reply asked for confirmation.
So yes, I support Obama and do have his back and have donated to his campaign. The lesson about marketing though is clear. Whether you are president of a country, a corporation, or a mom and pop retail store, it’s important to personalize the conversation and engage your audience when using email or mobile marketing. But use caution…overuse and overkill are sure to turn them off. If you have had similar experiences with a marketing campaign on steroids, we’d love to hear about it.
How do you get customers to become loyalists when they’re barraged with marketing messages from companies vying for their attention? We could list the many “how to’s” but here’s the bottom line — you have to Be Remarkable. Recently I was on the receiving end of “remarkable” from the most unlikely of sources.
Story #1:
Heard any stories lately about phone companies and their amazing customer service that goes the extra mile? More than likely, your answer is a big NO! Phone companies aren’t known for exceeding expectations; they’re more often the source of frustration and gripes for lousy service.
Imagine then my surprise and delight when I received a handwritten note card from a Sprint employee thanking me for my business and offering a 25% discount on my next in-store purchase. Seems Sprint has decided my loyalty is appreciated. And I appreciate them taking the time to tell me so. It seemed so, well, personal.
What happens when you feel appreciated? For starters, you feel good. And you feel good about your decision to use this company, their product or service. You feel more emotionally connected to them and their brand and you become more passionate and engaged. And chances are, you will tell your friends, family, and colleagues. So by exceeding your expectations and showing appreciating, this company has turned you the customer into a fan who will tell others this remarkable story.
Story #2:
Here’s a story about another type company you’re unlikely to get excited about – an auto body shop. I became a fan recently of Caliber Collision Centers when they surprised me with their excellent customer service. I dropped my car off some for repairs recently. The staff was so attentive and caring I was taken aback. They asked about the accident (not our fault), empathized over the inconvenience and offered me copious amounts of coffee and water. The service agent followed through on his promise to call every Tuesday and Thursday with an update. And the repairs took 3 days less than anticipated. In short, they exceeded my expectations and generated a level of loyalty in me I didn’t know possible.
When I complimented the office manager on their great service, she told me she tries to treat customers the way she’d like to be treated.
I hope I don’t get in another accident soon but if I do, I know where I’m headed.
How are you working to be remarkable and remembered? We’d love to hear your story.
There’s been a rush to exit for Netflix customers. The company lost 800,000 customers in 3rd quarter this year, the first time ever its customer base shrank instead of grew. The reason for the slump is simple. They chose to ignore the KISS rule – Keep It Simple Stupid – by first raising prices and then splitting its business into 2 companies. Customers who used both DVD and streaming services would need to manage two accounts at two different websites.
Why would a well defined brand with loyalists galore make it more difficult for customers to use their product? Some days I can barely remember my own name let alone one more online account. Smart loyalty marketers focus on me and how to make my life simpler, easier, better. Anything else is just a complication I don’t need.
So the Netflix got the backlash it deserved. Twitter and Facebook went a buzz and the stock took a dive. And Netflix got the message loud and clear. Qwikster, the newly formed company, quickly went away. CEO Reed Hastings, to his credit, sent an email in August to customers apologizing for moving too quickly. You got to give the guy some credit for admitting he screwed up.
“There is a difference,” he said, “between moving quickly – which Netflix has done very well for years – and moving too fast…” As my 7 year old would say, “Duh!”
Anytime you ask me to do more to access the same services I’ve known, and possibly loved, you’ve lost my loyalty and potentially a customer. What shocks me is Netflix had such a strongly defined brand of super servicing the customer and then came greed and inconvenience. And there went loads of customers flocking to the door. What were they thinking? Clearly not about loyalty.
I’ve been saddened by the recent passing of Apple Founder Steve Jobs. The guy was the greatest inventor of my lifetime, a college dropout who has revolutionized computers, phones, movies, music. So much so that Apple’s market capitalization was the planet’s most valuable in 2011.
Jobs invented products that made our lives simpler, more entertaining, more connected than ever before. TIME magazine concludes his expertise was less in computers than in it was in the humans who used them. Apple owners aren’t just customers, they are fanatics. Lining up around the corner at Apples stores the world over for the newest version of anything Apple. Visit an Apple store on any Saturday and, if you can get in the door, you’ll be struck by the demographic melting pot of young and old.
Jobs used marketing to create an emotional connection. To make us feel smart, cool, and hip. To stroke our ego and build our self-esteem. To remind us we ARE sophisticated and bold and cutting edge. In exchange, Apple got our heart and soul and lifelong loyalty.
After Jobs’ death I watched an interview with co-founder and long-time friend Steve Wozniak. While he and their band of byte brothers focused on the nuts and bolts of building computers that would sell, Jobs focused on how people would actually use their computers. What people would do with them. And how they would make our lives better. He focused on us and made us not only crave the iPod, iPhone, iPad, he made us wonder how we ever lived without them. Truly he was the King of Cool.
Want people to fall in love when they visit your website? Start first with great creative that expresses your passion. And that makes an emotional connection to who you are and to what you offer. The question of what makes for compelling creative has been on my mind lately and now particularly since Eagle won the Internet Advertising Competition* award for website design and development. This year we won Best Marketing Website for our own site. Last year we won Outstanding Website for our work with Senior Community Centers of San Diego.
I confess to having no objectivity when it comes to these sites. I love ‘em, plain and simple. And precisely because they are simple. They brand the look, the feel and experience for the user without clutter and distraction, unnecessary bells and whistles. And they do it consistently on every page with every image.
So how do you develop a website that makes you proud? Search the internet for sites that catch your eye and draw you in. Most likely the images are bold, colorful and large. Standout sites have a distinct color palette that’s woven throughout graphics and typography in a purposeful way and not just because they’re flashy or look cool or cutting edge.
Think through how you will use color and type treatment to distinguish your nav bar from headlines from body copy so visitors “get it” quick. They may spend only a few seconds on your site so make sure your key message pops. Font size is LARGE or at least adjustable for us aging baby boomers who need a little help with the fine print.
If you’re using photos of people, keep shots tight. No image is more moving than a head shot with eyes to the camera. Senior Community Centers is a perfect example. The rotating images of seniors and quotes on their home page really draw you in with the prominent “Donate Now” button integrated into the main image.
Which leads to this question: What is the call to action? What do you want visitors to do? Is it make a donation? A phone call? Sign up for your email or loyalty club? Whatever it is, make it standout clear and simple. I know you have a lot you want to say and that it all feels so important. It is. You just gotta organize and prioritize all that content.
Last year, The Eagle team spent weeks scouring the web for sites and features we liked. We shared, discussed, designed, and discussed some more. We think the upfront investment to details paid off. Not only have we been honored with an IAC award*, we hear from clients and prospects that it reflects our core beliefs and is engaging.
You only have one chance to make a lasting impression. Do your homework, keep it simple and create that lasting emotional connection. This is where the love begins.
Have other ideas on what makes a website design compelling? We want to hear from you!
*The Internet Advertising Competition (IAC) Awards are produced by the Web Marketing Association to honor excellence in online advertising, recognize the individuals and organizations responsible, and showcase the award winning Internet advertising. This is one of the only competitions to recognize only online categories of advertising.
We’re popping the corks at Eagle this week! For the second year in a row, The Internet Advertising Competition* has honored Eagle Marketing for our work on website design and development. Last year we won Outstanding Website for our work with Senior Community Centers. This time, for our very own site. We could not be prouder to have been awarded the Best Marketing Website for 2011 and to be recognized for the months we invested in discussion, design, detail, and even more discussion (if that’s even possible).
If you have visited our site over the past 6 months, you’ve seen our bold headline, The Love Starts Here. For me, creating this site was truly a labor of love because it so perfectly reflects my core belief in the power of simplicity, the importance of connections and the premise that it’s relationships and loyalty that matter most.
Since taking over Eagle two years ago, I have worked to redefine our brand to align with these values and have had the pleasure of partnering with clients who feel equally passionate about creating connections. We have also extended our loyalty niche with on-line membership clubs like the Bay News 9 Club that help others cultivate relationships. Loyalty clubs are a great way to build customers love for your brand with a measurable ROI. We’re especially excited that this program can encompass our full array of services that include direct mail, mobile, email marketing, database analysis and creative services.
No website or successful company, for that matter, is possible without a creative and dedicated team that strives for excellence. I think at Eagle, we got that love just right.
*The Internet Advertising Competition (IAC) Awards are produced by the Web Marketing Association to honor excellence in online advertising, recognize the individuals and organizations responsible, and showcase the award winning Internet advertising. This is one of the only competitions to recognize only online categories of advertising.
My twin daughters turned 4 last month so we celebrated with a princess party and a small group of their preschool buddies. In passing I mentioned to a friend I was writing thank you notes for the gifts they received. Her response? “What, are you nuts? Who does that?” She thought it wasn’t necessary because the kids couldn’t read and probably had no clue what gift they gave.
My friend may be right but I sent the notes anyway. It so happens I’m a big believer in thank you’s, in acknowledging gifts and sometimes sending them for no reason. I once sent a big box of cookies to a long-time client who left us, briefly, to work with a competitor. I wanted to thank him for his business and show appreciation of our long relationship.
This time of year has me thinking a lot about appreciation…and gratitude. Gratitude for my health, my family, my circle of wonderful friends. Gratitude also for the talented people I work with and those I work for — my clients. Without them, I wouldn’t be doing the work I enjoy so much. Gratitude reminds me…and I thought worthy of reminding you… to press pause now and again to simply say thanks. A sincere thanks, without expectation, strings attached, or hope for response. Really, can you ever say thank you enough? I don’t think so.
The owner of a neighborhood wine bar recently told me she delivers a cork tied to “free drink” coupons to hotel managers who send her business. A thank you that’s both clever and memorable. I send a box of diabetes-inducing toffee. Not so clever but definitely delicious and hopefully memorable.
I’d like to know — what do you do to say thank you and to show your appreciation? To your loved ones, to your customers, to your loyalists? From a marketing perspective, it’s just smart business. Invest in a gratitude mentality – with sincerity — and you’ll easily stand out in the crowd.
Last week we talked about An Inconvenient Truth of marketing, Know Thyself – who you are and what you stand for. This week — a Timeless Truth that has nothing to do with the coolest new marketing idea. And everything to do with getting back to basics.
I had one of those “Aha moments” a few weeks ago when I attended a social media seminar at the swanky offices of a digital agency with high end décor and an incredibly breathtaking view of the ballpark. I went to learn new ways to engage consumers with the latest digital tools and techniques. During that hour, experts talked about ROI, social CRM and on-line clout. What stuck me most though was their common theme — an ageless fundamental.
To be successful, companies need to create connections. Build trust. And engage the customer to inspire their loyalty. You do this by listening and learning. Fostering two way conversations that matter. The tools – be they social media, direct mail, email marketing, mobile — are relevant only in that they allow that process to take place and that they best fit your target market.
Think for a moment about how your organization cultivates loyalty and generates business. Are you focused on telling and selling or are you in a meaningful dialogue that resonates with your customers? This requires asking their opinion, understanding their needs and making adjustments along the way. It also requires vision, commitment and work.
As a consumer, I don’t just want to have it my way at Burger King; I want to have it my way wherever and whenever possible. Not because I’m some high maintenance prima donna (and so what if I am?). But because I’m a busy working mom of three and if you know me and take care of me, I will love you for life.
One of the companies I love is Amazon. And not just because I love buying books. The last time I logged onto Amazon.com, I got a pop up of recommendations based on recent purchases or searches. Gee, thanks guys for knowing what I like and serving it up. Even if it is computer generated, you are saving for me that most precious of commodities – time. Bless you.
So when you think of loyalty marketing, think of this Timeless Truth that relationships do matter and that consumers will care more if we stick to the basics.
I read a quote recently by Irish critic, journalist and novelist Rebecca West that I think sums it all up:
“There was a definite process by which one made people into friends, and it involved talking to them and listening to them for hours at a time.”
Rebecca West
Irish critic, journalist, & novelist (1892 – 1983)
Amy Blum
Dee Dern
Don Wells
Kristen Panebianco
Barb Chandler
