Inspiring customers to give marketers permission has been a hallmark of digital marketing. But increasingly, marketers have been violating the trust. Every time we order something online, we deliberately UN-check the box that starts, “Yes, I would like to receive…” Yet, too many marketers start pushing out emails (“Welcome oh valued new customer”) and offers (“A special deal for our newest friends”) that just annoy us and ensure we’ll never do business with that marketer again. How do you respect and honor permission from your customers?
February 2014 - PS Insights
Did your recipient get the flowers you ordered? There have been damning stories recently about the flower delivery business. Too often the quality and quantity of what is ordered isn’t what is received. Shortchanging the customer is never a good idea – and, if you get found out, it can ruin your brand or even kill a category. How do you manage your field teams when it comes to delivering on your promises?
We recently discovered there are three levels of “genius” at the Apple Genius Bar. The tougher your problem, the higher up you are directed (hopefully). We recently experienced the genius hierarchy, as eventually, the highest in-store “genius” dialed a secret phone number—and the voice on the phone walked us—and their own expert—through the solution. How do you set up and best meet your customer service solutions?
NBC’s ratings for the Sochi Olympics blew away the competition for two solid weeks, once again demonstrating that broadcast television is becoming the home for live sporting events. Except for the Oscar telecast, the top ten programs for all of 2013 were sports…more specifically, nine of the top ten were NFL games and playoffs. Just as AM radio morphed from America’s #1 medium to “talk radio,” it appears television is changing from America’s #1 medium to “sports television.” How is your industry changing–and what are you doing about it?
In an earlier blog, we showed Steve trying on Google Glass. He thought it was an idea in search of an application. Well Google is now giving their glasses to industry influentials (“Explorers”) and helping them set up useful applications. They’ve also cut deals with major eyeglass brands to manufacture renditions of the product. Pre-launch buzz is great, but only if it leads to meaningful acceptance of exciting and new useful products and services. How are you ensuring your customers think your new ideas are also really and powerfully good?
Last month, a Lamborghini dealer in Newport Beach, California, sold a used Tesla S for approximately 91 Bitcoins. (The car; not the genius pictured at left.) We try to keep an open mind about new ideas and new possibilities, but in this case we’re left with only one question: What are the metaphysical implications of someone using wildly over-hyped digital “coins” to buy a wildly over-hyped “car of the future”? What’s your take on virtual products?
One of our readers in Columbus, Ohio, forwarded a follow-up email survey from Staples. She’d purchased a packet of pencil eraser caps at the store…and received an e-mail asking her to review the product for other customers. Seeking feedback and asking for reviews is a great idea—but when you ask for comment on the tiniest of items it becomes an annoyance. How do you make the best sense of your social media and ratings programs?
The CVS decision to stop selling cigarettes is a game-changer. Besides taking an industry leadership position, it’s a shrewd recognition that their bigger opportunity is to advance CVS brand credentials in health care–extending the definition of “pharmacy” with walk-in clinic and other potential health services revenue. What are you doing to think of game-changing leadership opportunities for your business?
There’s a familiar refrain “There’s never enough time to do it right, but there’s always time to do it over.” Quality is a function of the right brief, the best people, great commitment and sufficient time. Do you commit to delivering great work by insisting on all of the ingredients to do it right the first time?
Jeff Bezos made news by showcasing his intended new shipping method for Amazon Prime customers. Right down to the video demo of an army of Amazon Octocopters dispensing and delivering your orders in as little as half an hour. Now the FAA has approved an eight-airspace test of drone traffic. Is this something the world is waiting for and do you really need you new merch within half an hour?