Monday, 29 November 2010
Sunday, 28 November 2010
Monday, 8 November 2010
Monday, 18 October 2010
Wednesday, 22 September 2010
Monday, 20 September 2010
Most of us can afford 5p a bag but the problem is your start thinking in terms of bags. Do i need another plastic bag to perhaps i don't need that extra bag of Bruschetta. The notion of constraint is embedded in our heads by the shopping process, all because of 5p. M&S don't capture customer data at at an individual level so they probably don't understand how this impacts on purchase behaviour. Anyone know?
Other supermarkets suffer similarly. They offer a discount for buying 6 bottles of wine. Excellent. But they always run out of boxes, and carrying 6 bottles in plastic bags is not ideal, especially the Rioja covered in wire. So what do you do? Buy two bottles not six.
Wednesday, 25 August 2010
Loyalty by pictures; you are more likely to remember it. The goldfish really is the ultimate 'loyal because I don't have a choice' example. This could win a prize for best use of animals in marketing presentation. Boston Matrix only uses a cow, dog, wildcat so one up already.
Wonder if it transaltes internationally?
Sunday, 22 August 2010
- it does not deliver sales tomorrow so they cant prove the business case
- they don't have the resource or specialist skills, they are geared up to campaigning and that's they way it will continue until ...
- agencies don't know how to charge them and make money out of it
- it does deliver sales. http://www.bakertweet.com/
- they don't need specialist skills
- they could never afford agencies anyway.
Friday, 30 July 2010
Saturday, 3 July 2010
Tuesday, 29 June 2010
1. Agree your business model and purchase journey.
2. Put it on line.
3. Direct consumers through it.
4. Upsell, upgrade, ignore consumer interactions eg closing windows.
5. Continue to offer helpful reminders just in case consumers missed offer the third time.
Of course the business may argue the process works and is a source of value. They are confused, it is nothing to do with marketing or customer service more the fact they operate in a duopoly/cartel/monopolisitic competition environment and consumers have little choice.
For more detail on actual journey please go to http://www.easyjet.com/
Saturday, 29 May 2010
Wednesday, 19 May 2010
#1 Clearly communicate why you are here, what you do and how you add value. Cisco's POV is a good example. World would be a better place if we learnt to collaborate. A very good organising principle.
#2 To cut through the search mentality you have to be interesting, whether it be content or free stuff or sponsorship. Like Sage's sponsorship of Krypton factor. There is also a big point here about listening and relevance.
#3 Obvious. And a lot more than just social media by the way.
#4 If customers bother to contact you (and you sell expensive stuff) roll out the carpet.
#5 They expect free stuff. do it. Tools, articles, assessments. Try not to make it too thinly veiled a selling process.
#6 CRM. yes. and don't leave it to sales.
#7 Advocacy, customer forums, co-creation. Dell, BMW telematics design, Amex Open.
#8 The bit everyone struggles with. Involves everything from collateral to managing intermediary relationships.
I am composing a list of case studies if anyone has some suggestions love to hear them.
Friday, 30 April 2010
Anyway came across this expression. Rational ignorance. I wish i had known about it before. It explains a lot of consumer purchase decisions.
At some point the cost of acquiring more information or evaluating a potential purchase, lets say a washing machine, really outweighs the incremental benefit. It is rational to live with a little ignorance beause after a certain point how wrong can you be?
Rational ignorance also explains why we like brands, they are information shortcuts, they signify quality (amongst a host of other stuff). They save us the information costs. It explains why we dont have an unerring temptation to subscribe to Which every time we want to spend more than £10.
Friday, 9 April 2010
Thursday, 1 April 2010
Saturday, 20 March 2010
Monday, 1 March 2010
Distributed content is a classic example. We all know it is a great idea but we can spend too much time in circular strategising.
"How and where are we going to distribute content?"
"Depends on what you are saying?"
"What do we talk about it, the stuff we are marketing or something else?"
"Surely we can re-use our content?"
So here are some DO-ing guidelines.
1. Distributed content is a longer term strategy so focus on your brand, your attitude and what makes you different. Sacrifice strategy to be interesting. In other words don't bother distributing boring marketing stuff or thinly veiled advertising unless you are Apple.
2. Dedicate time and resource (that means people) to creating interesting stuff. You cant just wave goodbye to your content as it leaves the door and hope it brings the goodies back. Hire a journalist, a copy writer. Create videos. How to's. How not to's. Top 10s. My mistakes. It is entertainment.
3. Social media. Get your videos on YouTube, Blinx and other video sharing sites. Get pictures on google images and other photo sharing sites. Wikipedia, How to sites. Link it. Tag it. Start now.
4. Use links and buttons in your email to entice visitors to other destinations. You don't want to be too in the face. Be brave, link away from your site. Host third party content tools in your site if you want to be really clever and transparent.
5. Having already established links with friendly bloggers keep them informed, they are linked with each other so this can snowball really quickly.
6. Plan news releases for next 12 months. Manage your media relations. They love content if it is good. Foster relations, don't harass them ask them what they want. Try using a phone as well as email.
And if you get this half right it should improve relevance scores and traffic through organic search and .
Wednesday, 17 February 2010
When the 4 and 5 year olds of today grow up they won't know what filing is. They may not even understand the concept of folders. That is because everything will be tagged, they will think in terms of search even now i have given up saving files in neat folders on the computer. Save it anywhere and find it again with google desktop. They will also think video. A Forrester type organisation estimate that 91% of new content in 2014 will be video. YouTube is already the world's no 2 search engine.
Increasingly we will struggle to think in linear terms, we will think more by concept association. Even now generation x, or y or is it z, reared on digital struggle to tell structured stories but what they are very good at is managing lots of different thoughts and not worrying about how everything connects. They use their right brain to make sure it feels alright rather than worrying whether something is watertight. Mr Logic has been allowed to put his feet up.
So going back to presentations and presenting information i suspect the new way to illustrate complex ideas will be increasingly be via images, video and pictures; documents will not be structured in a a linear order but the different sections will be hyperlinked. Clients may ask for a 3 minute video pitch rather than charts.
I am sure this 'rewiring' has big social and educational implications but for the moment the thought of less powerpoint is a pretty good one.
Tuesday, 26 January 2010
So how long will it be before businesses offer customers stock to stay loyal. It is the perfect arrangement. If you like us you can be part of us, every time you buy something you get a little bit of us in return. And of course customers will be less tempted to go somewhere else because they will feel the company is 'theirs' - even if they only own 10 shares. It does not have to be tricky. Take Tesco, they could buy back stock and hand it over to customers for club card points at the year end. 'I go there so often i should have shares in the place' will be a reality.
The means of production will fall into the hands of the workers to paraphrase the German bloke - it would just be ironic that shares the symbol of capitalism will be the mechanic that makes it real.
Friday, 15 January 2010
This research is based on a questionnaire along the lines of how happy are you (there are other more sophisticated ways of measuring happiness). But it illustrates a really important statistical point.
If you take all the unhappy people out of your happy survey or they exclude themselves by virtue of suicide then your national happiness score will increase. So any happiness survey needs to find a way of accounting for this, perhaps including their responses until they would have reach the average life expectancy, but that doesn't sound right either. Exactly the same logic illustrates why the FTSE 100 does not reflect the fortunes of the economy, it is because the companies that perform worse fall out of the index. It is called survivor bias, which takes on a whole new meaning when you relate it to happiness and suicide.
And the point. By the same logic we should not exclude customers who have moved to a competitor from our customer satisfaction scores; if we want to use customer satisfaction as an indicator of how we well we are servicing customers. The smarter way to measure this is to use a composite score underpinned by churn, customer sat, net promoter scores. Otherwise it is conceivable you would see customer sat increase side by side with customer churn.
I now have to explain to the family why i have bookmarked a couple of pages on suicide statistics.
Wednesday, 6 January 2010
Another article highlighting the confusion created by too much consumer of choice - in this instance in technology, if you get a chance do read the 'paradox of choice'. Still think it is the best, most rigorous book on the subject.
And whilst i am on there was a feature in the daily's ridiculing labours 'minister of spin'. apparently he had circulated emails discussing 'behavioural economics', 'loss aversion' and other madcap ideas to MPs.
Not sure what to make of this. Is the take out that MPs are too thick to understand it or that that the ideas are too way out there. I suspect the problem is that it is difficult to always express new ideas on one page in 5 sentences with double spacing.